当今社会，各个行业和公司对人才都非常渴求。人才流失问题让很多公司很 困扰。如何减少公司人才的严重流失，是企业经营的重要课题。作为世界500 强的大公司，友邦保险，在经营人寿保险的领域尤其重视营销人员的留存与发展。 本文基于人寿保险行业营销员这一群体流失严重这一背景，首先调研友邦保 险江苏分公司营销员的流失对公司的业务和品牌形象所带来的负面影响。然后对 已流失人员做了深入的访谈，找出导致营销员流失的主要因素：（1）保险市场不 成熟，客户的保险意识比较落后（2）营销员的性格和能力偏弱（2）薪资收入不 稳定（3）没有获得较充分的培训学习。另外并通过在职营销员的满意度问卷分 析，找出营销员留存的保健因素和激励因素。然后根据调查找出的离职原因制定 减少流失的五项策略。一是实施高标准、严流程的营销员招募；二是建立系统的 培训体系，让营销员终身学习；三是建立优越的营销员薪酬体系；四是树立公司 长期发展的愿景和价值观。当然，为了保障策略的有效实施，友邦公司投入了大 量的资金。 最后，文章也对未来人寿行业的大发展做了积极展望。友邦保险江苏分公司 如果能够很好地解决营销员的流失问题，那么一定会在寿险行业从成长期向成熟 期发展过程中收获更多红利。 关键词：人寿保险，保险营销员，营销员个人佣金制，营销员流失 兰州大学硕士学位论文 友邦保险江苏分公司减少营销员流失的方案研究 II STUDY ON THE SCHEME OF AIA JIANGSU BRANCH TO REDUCE LOSS OF INSURANCE AGENTS Abstract In today's society, every industry and company is desperate for talents. The brain drain is a problem for many companies. How to reduce the serious loss of talents is an important issue of enterprise management. As one of the world's top 500 companies, AIA attaches great importance to the retention and development of its insurance agents in the field of life insurance. In this paper, Based on the background of the serious loss of life insurance sales staff, this paper firstly investigates the negative impact of the loss of sales staff on the business and brand image of AIA Jiangsu branch. Then, I conducted in-depth interviews with the former employees to find out the main factors leading to the loss of insurance agents :(1) the immature insurance market and the lagging insurance awareness of customers; (2) the weak personality and ability of insurance agents; (2) the unstable salary and income; (3) the lack of adequate training. In addition, through the questionnaire analysis of the satisfaction of in-service insurance agents, we find out the retained health factors and incentive factors. Then according to the survey to find out the leaving reason for reduce the loss of the five strategies. One is the implementation of high standards, strict procedures for the recruitment of insurance agents; Second, the establishment of a systematic training system, so that insurance agents lifelong learning; Three is to build a superior insurance agents salary system; Fourth, set up the company's long-term development vision and values. Of course, AIA has invested a lot of money to ensure the strategy is implemented effectively. Finally, the paper also gives a positive outlook for the future development of life insurance industry. If AIA Jiangsu branch can well solve the problem of serious loss of insurance agents, it will surely reap more dividends in the development process of the life insurance industry from the growth stage to the maturity stage. Keyword： Life insurance，Insurance agents，Agent commission，The loss of insurance agents 兰州大学硕士学位论文 友邦保险江苏分公司减少营销员流失的方案研究 目 录 中文摘要............................................................................................................................................ I Abstract ............................................................................................................................................ II 第一章 绪论 ..................................................................................................................................... 1 1.1 研究背景与意义 ............................................................................................................... 1 1.1.1 研究背景 ............................................................................................................... 1 1.1.2 研究意义 ............................................................................................................... 2 1.2 研究的思路和方法 ........................................................................................................... 3 1.2.1 研究思路 ............................................................................................................... 3 1.2.2 研究方法 ............................................................................................................... 3 第二章 基本概念及相关理论综述 ................................................................................................. 5 2.1 基本概念 ........................................................................................................................... 5 2.1.1 员工流失 ............................................................................................................... 5 2.1.2 营销员流失 ........................................................................................................... 5 2.1.3 营销员佣金制度 ................................................................................................... 5 2.2 相关理论介绍 ................................................................................................................... 5 2.2.1 马斯洛需求层次理论 ........................................................................................... 5 2.2.2 成就激励理论 ....................................................................................................... 7 2.2.3 公平理论 ............................................................................................................... 9 2.2.4 双因素理论 ......................................................................................................... 11 2.3 相关文献综述 ................................................................................................................. 11 第三章 友邦保险江苏分公司营销员流失分析 ........................................................................... 13 3.1 友邦保险公司概况 ......................................................................................................... 13 3.1.1 友邦保险的发展现状 ......................................................................................... 13 3.1.2 友邦保险的业绩表现 ......................................................................................... 13 3.1.3 友邦保险江苏分公司的营销员团队组织架构 ................................................. 14 3.1.4 友邦保险的发展战略 ......................................................................................... 15 3.2 友邦保险江苏分公司营销员流失状况 ......................................................................... 15 3.2.1 营销员流失情况 ................................................................................................. 15 3.2.2 营销员流失分析 ................................................................................................. 15 3.3 营销员流失带来的负面影响 ......................................................................................... 16 3.3.1 对保险客户的影响 ............................................................................................. 16 3.3.2 对寿险公司的影响 ............................................................................................. 16 3.3.3 对保险行业的影响 ............................................................................................. 16 第四章 友邦保险江苏分公司营销员流失原因与分析 ............................................................... 17 4.1 分析方法与思路 ............................................................................................................. 17 4.2 对流失营销员的访谈及分析 ......................................................................................... 17 4.2.1 访谈提纲 ......................................................