本文根据销售渠道和人力资源管理的相关理论，首先运用宏观环境分析
方法，对人保财险黑龙江分公司所处的宏观环境进行了系统地分析。然后运
用波特五力模型对黑龙江财产保险行业竞争环境进行了全面的分析，总结了
外部机会与威胁。其次，通过对公司行业地位和销售人员管理现状的分析，
查找出销售人员管理存在的问题，对人保财险黑龙江分公司销售人员管理进
行了系统地研究。在此基础上提出，为提高人保财险黑龙江分公司的销售产
能和在市场上的竞争力，进而在激烈地市场竞争中继续保持领先地位，公司
应实行销售人员管理改革，并拟定了具体的改革措施。最后，本文论述了实
施销售人员管理改革的措施，包括实施渠道清分、理清业务来源，优化组织
架构、深化专管专营，实施人员调配、整合业务资源，完善职级体系、规划
职业生涯，强化绩效考核、实施目标管理，完善激励体系、规范薪酬管理等
内容。
关键词：保险；销售人员；销售体系转型哈尔滨工业大学工商管理硕士学位论文
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Abstract
PICC Heilongjiang branch is the most historical and the biggest property
insurance company in Heilongjiang insurance market. During many years’
serving for the development of economic society and customers, PICC
Heilongjiang branch became the leader in insurance market. But in recent years,
as the number of insurance market companies grew rapidly, Heilongjiang
insurance market became more competitive. As the leader of Heilongjiang
insurance market, PICC Heilongjiang branch holds the first market share, facing
more difficulties and challenges. Salesmen management is an effective way to
improve strengths. How to start with enterprise external influence and solving
internal contradictions to manage salesmen, promote company sales capacity,
enhance and strengthen market status are crucial to PICC Heilongjiang branch.
According to related theories of distribution channels and human resource
management, this thesis uses macro-environment analysis in the first step to
anatomize the macro-environment that PICC Heilongjiang branch faced.
Secondly, this thesis uses Michael Porter’s Five Forces Model to fully analyze
the competitive environment of Heilongjiang insurance industry, and then sums
up the opportunities and threats. Thirdly, by the analysis of company’s industry
position and salesmen management, this thesis finds out the existing problems of
salesmen management and systematically studies salesmen management of PICC
Heilongjiang branch. Base on this research, this thesis suggests that under the
new situation, PICC Heilongjiang branch should carry out salesmen management
reform, and draw up reform measures to improve company’s sale capacity and
competitiveness, so that it can maintain the leadership. At last, this thesis states
implementing salesmen management reform measures, which includes channels
of distribution, clarifying business origin, optimizing organizational structure,
enhancing specializing, implementing personnel deployment, integrating
business resources, improving the rank system, planning the career development,
reinforcing performance assessment, implementing management by objectives,
improving incentive system, standardizing salary management and so on.
Key words: insurance, salesmen, sales system transformation
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