摘 要
近些年,随着国内保险欧亿·体育（中国）有限公司规模的不断扩大与电子商务技术的迅速发展,电
话营销模式逐渐成为各大保险公司新的业务增长极与发展制高点,因此作为企业
发展重要支撑点与主动力的人力资源这一要素,成为了企业在这一领域提升竞争
力的关键环节。而电销专员团队作为保险电话营销业务的一线力量,其职业素养、
业务水平以及个人潜能的发挥都对企业的经济效益、市场任务以及长短期发展战
略的实现产生着重要影响。在这一形势下,如何以科学有效的方法激励员工发挥
其最大潜能,实现企业与员工的双成长,成为保险电销欧亿·体育（中国）有限公司最为关心和迫切解决
的问题。

当前,关于传统保险代理人激励方面的研究成果已相对成熟,但是针对保险
电话营销这一新的经营模式,对电销专员这一群体进行激励研究的理论还不多,
这也是本文写作中最大的亮点。

本论文共分为六个章节,按照绪论部分、理论综述、激励现状、方案设计以
及结论建议的逻辑顺序逐一论述。在对有关激励理论进行梳理与总结的基础之上,
笔者选取国内业务规模较大、具有一定代表意义的TP人寿作为研究对象,通过在
山东分公司电销中心进行访谈及问卷调查的方式,取得了丰富的一手欧亿·体育（中国）有限公司,并在
此基础上认真分析了企业当前的激励措施、效果、问题,针对性地对电销专员激
励方案进行了再设计。

通过论述本文认为:面对激烈竞争的欧亿·体育（中国）有限公司现状,电销专员的忠诚度、业务能
力以及工作素养成为企业核心竞争力,对于电销专员的激励状况将在很大程度上
影响公司业绩水平与发展前景,因此针对当前激励方案中存在的不足,建议企业
采取人性化的管理理念,满足员工合理需求,拓宽员工发展前景,切实增强员工
的安全感、归属感、依赖感、幸福感以及荣誉感,旨在实现员工的高留存率、高
活动率、高绩效,有效提升企业效益,增强企业竞争力。希望该研究能够为TP人
寿山东分公司实现员工与组织的双贏提供参考,同时也希望为欧亿·体育（中国）有限公司内其他公司的
发展产生借鉴意义。

关键词:保险公司;电销专员;激励方案;再设计
ABSTRACT
In recent years, along with the continuous expansion of the domestic insurance
industry with the rapid development of electronic commerce technology, telephone
marketing model has gradually become the new business growth and development the
commanding heights of insurance companies, so as the enterprise development
important points and the main power of the elements of the human resources become
the key link in the process of enterprises more competitive in the field. And electricity
sales specialist team as a line of the insurance business telephone marketing force,its
professional quality,professional level and personal potential play to the enterprise
economic benefit and market tasks and has a important influence on short - and
long-term development strategy implementation. In this situation, how to scientific and
effective way to motivate employees to reach their maximum potential,both enterprises
and employees to grow, become the insurance industry electric pin concern and urgent
problem.
At present, the research on traditional insurance agent incentive has been relatively
mature, but in view of the telephone marketing this new business model, insurance
incentives on electricity sales commissioner, this group, there are few research theory
and it is also the biggest bright spot in this writing.
This thesis is divided into five chapters,according to the introduction part,
theoretical overview, incentive status quo,scheme design and conclusions suggest that
the logical order of one by onebed and summarized based on the incentive theory,
based on the selection of domestic business bigger, has representative significance TP
life as the research object,through the electric pin center in Shandong province branch
of interview and questionnaire, has gained rich firsthand material, and on the basis of
careful analysis the enterprise&39;s current incentive measures, effects and problems, and
targeted on electricity sales staff incentive schemes redesign.
Through discussion,we argue that: in the face of fierce competition in the industry
present situation, The telephone service representative&39;s loyalty and professional
ability become the core competitiveness of enterprise, for the telephone service
representative&39;s incentive situation will largely affect the level of firm performance
and prospects for development,considering the defects of the current incentive schemes,
therefore, suggested enterprises adopting humanized management, meeting employees&39;
reasonable appeal, strengthening the staffs sense of security, sense of belonging,
dependence, sense of well-being and sense of honor, to achieve high staff retention rates,
high activity,high performance,effectively improve enterprise benefit, enhancing
enterprise competitiveness. Hoping this research can provide Shandong branch of TP
life insurance company Reference of development,as well as other firms in the industry.
Key words: insurance companies; the telephone service representative; incentive
schemes; design
第1章绪论
1.1研究的背景
1.1.1寿险电话营销欧亿·体育（中国）有限公司发展现状
所谓电话营销,是指寿险公司通过自建或使用合作机构的电话呼叫中心,以
寿险公司或合作机构的名义致电客户,经客户同意后通过电话方式介绍和销售寿
险、健康险、意外险等保险产品,获得客户对产品的直接反应,并以此扩大客户
群体、提高客户满意度、维护客户关系。电话营销主要依靠电话并借助网络、传
真、邮寄、递送等辅助方式实现。

自美国信诺于1979年最早将电话营销模式引入保险欧亿·体育（中国）有限公司后,电话营销作为对
传统保险营销方式的创新性补充,在欧美市场得到迅速发展。2002年开始,以友
邦保险等具有外资背景的保险企业在国内将电话营销应用于保险欧亿·体育（中国）有限公司为起点,保
险电话营销模式也开始被引入到了国内。这一模式在今日巳逐步被国内很多寿险
公司借鉴并实际操作,虽然其销售规模距离发达国家业务达成以及理想状态还存
在差距,但由于电话营销的寿险产品具有销售便捷、成本低廉等特点,不可否认
其已成为中国寿险欧亿·体育（中国）有限公司多元化销售的一个重要支撑点。

1.1.2TP人寿山东分公司电销中心概况
TP人寿1929年始创于上海,1956年移师海外专营寿险业务,曾是中国近现
代史上实力最强、规模最大、市场份额最多的民族保险企业之一,也是现今中国
保险市场上经营时间最长和品牌历史最悠久的中资寿险公司之一。2001年11月,
中国保险(控股)有限公司(2009年6月更名为“中国TP保险集团公司”,简称
“中国TP”,现为国内保险业仅有的四家副部级央企之一)以“TP人寿”名义,
全面恢复经营国内人身保险业务,复业后的“TP人寿”是我国第六家全国性寿险
公司,总部设在上海。目前,公司注册资本金37.3亿元人民币,已在国内28个省、
自治区和直辖市开设35家分公司和800余家三、四级机构,服务网络基本覆盖全
国。截至2012年6月30日,TP人寿总资产近1600亿元人民币,期末有效承保金
额达9525亿元人民币,已稳居国内大中型寿险公司行列,2007年至2012年,连