摘 要
现阶段我国的保险欧亿·体育（中国）有限公司发展十分迅速，我国保险企业与保险营销员之间采用的是
代理制模式，这种模式把保险营销员个体视作一个经营公司，可以代理销售保险企业
的相关产品。保险营销员代理制模式在保险业快速发展的这些年有利于扩大保险企业
市场规模，但同时,代理制模式也存在很多的问题，而这些问题随着保险市场的不断
成熟已经开始逐步显现。最明显的就是营销员队伍的整体素质水平低下,营销人才特
别是优秀营销人才流失严重。保险营销员的高流失增加了保险公司的人工成本和重置
成本，会影响保险企业的利润获取，保险销售人员流失率高，影响了员工队伍的稳定
性，可能造成保险公司失去部分市场份额，导致保险公司商业秘密外泄，这对于保险
企业的发展来说是极为不利的。大量的营销工作者离职后，企业发展必然会受到严重
的负面影响。
本文在国内外研究的基础上，从平安保险河北分公司营销员入手，采用文献分析
法、问卷调研法和统计分析法，对保险营销员高流失现象产生的原因进行了深入分析
和实证研究，并针对分析和研究的结果从招聘流程、培训体系、薪酬福利机制、晋升
激励机制、规范化管理等方面为改善当前离职率比较高这一问题提出了相应的改进方
案，通过这次分析，学术界已有的理论也会得到一定的完善和补充，有利于帮助企业
提高员工管理效率，降低企业人力资源管理成本，促进我国保险业的可持续发展，提
高我国社会健康保障水平和搭建多层次的养老福利体系。
关键字：保险营销员 员工流失率 离职原因
III

ABSTRACT
At this stage, my country's insurance industry is developing very rapidly. The agency
model is adopted between insurance companies and insurance salespeople in my country.
This model regards individual insurance salespeople as an operating company that can sell
related products of insurance companies as an agent. The rapid development of the
insurance salesperson agency model in the insurance industry over the years is conducive to
expanding the market scale of insurance companies, but at the same time, the agency model
also has many problems, and these problems have gradually emerged as the insurance
market continues to mature. The most obvious is that the overall quality of the marketing
staff is low, and the loss of marketing talents, especially outstanding marketing talents, is
serious. The high turnover of insurance salespersons increases the labor costs and
replacement costs of insurance companies, which will affect the profitability of insurance
companies. The high turnover rate of insurance salespersons affects the stability of the
workforce and may cause insurance companies to lose part of their market share. Leading
to the leakage of insurance company business secrets, which is extremely unfavorable for
the development of insurance companies. After a large number of marketing workers leave,
the development of the company will inevitably be severely negatively affected.
Based on the research at home and abroad, starting with the marketers of Ping An
insurance Hebei Branch, this paper makes an in-depth analysis and empirical research on
the causes of the high turnover of insurance marketers by using the methods of literature
analysis, questionnaire survey and statistical analysis, and according to the results of the
analysis and research, from the aspects of recruitment process, training system, salary and
welfare mechanism, promotion incentive mechanism Standardized management and other
aspects put forward corresponding improvement plans to improve the current high turnover
rate. Through this analysis, the existing theories in the academic community will also be
improved and supplemented to help enterprises improve the efficiency of employee
management, reduce the cost of enterprise human resource management, and promote the
sustainable development of China's Insurance Industry, Improve China's social health
security level and build a multi-level pension welfare system.
Key words: Insurance marketer employee turnover rate turnover reason
V

目录
摘 要----------------------------------------------------------------------------- I
ABSTRACT--------------------------------------------------------------------------- III
第一章 绪论 --------------------------------------------------------------------- - 1 -
1.1 选题背景 --------------------------------------------------------------- - 1 -
1.2 选题意义 --------------------------------------------------------------- - 1 -
1.2.1 理论意义 -------------------------------------------------------- - 1 -
1.2.2 实践意义 -------------------------------------------------------- - 2 -
1.3 国内外研究概况 -------------------------------------------------------- - 2 -
1.3.1 国外研究概况 --------------------------------------------------- - 2 -
1.3.2 国内研究概况 --------------------------------------------------- - 3 -
1.3.3 研究综述 -------------------------------------------------------- - 5 -
1.4 研究方法与内容 -------------------------------------------------------- - 5 -
1.4.1 研究方法----------------------------------------------- - 5 -
1.4.2 研究内容 -------------------------------------------------------- - 5 -
第二章 相关概念与基础理论 ---------------------------------------------------- - 7 -
2.1 基本概念 --------------------------------------------------------------- - 7 -
2.1.1 员工流失率--------------------------------------------- - 7 -
2.1.2 工作满意度--------------------------------------------- - 7 -
2.1.3 薪酬管理 -------------------------------------------------------- - 7 -
2.2 基础理论 --------------------------------------------------------------- - 8 -
2.2.1 内容激励理论------------------------------------------- - 8 -
2.2.2 过程激励理论------------------------------------------- - 8 -
2.2.3 自我效能理论 --------------------------------------------------- - 9 -
第三章 河北平安保险营销员流失现状分析 ------------------------------------- - 11 -
3.1 中国平安保险公司基本状况介绍 -------------------------------------- - 11 -
3.2 平安人寿河北分公司保险营销员情况---------------------------------- - 11 -
3.2.1 平安人寿河北分公司现状展示---------------------------- - 11 -
3.2.2 河北平安保险营销员情况展示（2010年-2020年）---------- - 12 -
3.2.3 河北平安保险营销员流失情况---------------------------------- - 16 -
3.3 保险营销员高流失带来的影响----------------------------------------- - 18 -
VII
。。。以下略