近年來，因金控法通過掀起國內金融市場的巨大變革，在壽險銷售上最明顯的變化，就是行銷通路趨多元情況下，多元行銷通路的進攻下，民眾購買保險的模式是否產生了明顯的變化？這麼多行銷通路，消費者透過何種管道的業務員投保比較好？保險公司如何培訓出具有競爭力的業務人員。壽險公司，透過選才之標準及教育訓練、輔導與激勵，是否增加業務員的定著比率？ 本研究目的有下列五點：一．研究壽險公司對選才、教育訓練、輔導激勵等，其成功的重要因素與績效。二．研究以壽險業務人員為行銷主軸的保險公司，面對不同通路，如何加強自己的優勢，增加其競爭力。三．研究壽險公司，如何訂定選才之標準及如何透過教育訓練、輔導激勵增加業務員的定著比率。四．研究影響業務員定著留存之原因，藉以降低壽險業務人員離職比例，節省各項成本，創造良好績效。五．研究職前適當的選才及在職時有系統的教育訓練及輔導激勵對業務員的定著比例是否有明顯幫助。 本論文研究對象是以南山人壽台北地區業務員（台北市與台北縣）為主。共計發出500份問卷，實際回收458份，其中有效問卷共計429份。問卷回收後，則利用Microsoft Office Excel與SPSS10.0 中文版將蒐集的資料加以編號與處理，透過相關統計分析。主旨在探討行銷通路趨多元情況下，多元行銷通路的進攻下，民眾購買保險的模式是否產生了明顯的變化？這麼多行銷通路，消費者透過何種管道的業務員投保比較好？保險公司如何培訓出具有競爭力的業務人員。 最後依實證結果依據選才、教育訓練、輔導激勵各構面提出結論及建議，分別為：一．對壽險業務員的建議。二．對保險公司及通訊處的建議。 關鍵字:定著、培訓 In recent years, because of the enforcement of the financial Holding Company Act, the financial market has a huge revolution. The big difference for life insurance industry is an emergence of multiple marketing channels. Is there any obvious change for customers to purchase insurance products under the current market situation? How to find out a good solicitor for consumers to buy life insurance products amongst a variety of the marketing channels?How does the life insurers train solicitors with competitiveness? Is it helpful to increase the increase the Retention by means of the manpower selection criteria, training program and incentive scheme? There are five purposes of this study as follows: 1. To study the important factors and achievements of a successful insurance company in respect of the manpower selection criteria, training program and incentive scheme. 2. To stuey how a life insurance company whose sales force mainly relies on solicitors improves his advantages and increase his competitive ability. 3. To study how a life insurance company build up the manpower selection criteria, training program and incentive scheme in order to increase soliciators’retention. 4. To study how a life insurance company build up the manpower selection criteria, training program and incentive scheme in order to increase soliciators’retention. 5. To study whether the manpower selection criteria before employment and on-job training, regular incentive scheme are largely helpful to increase soliciators’retention.
The target of this study is the solicitors of Nan-Shan Life Insurance Co. Ltd. in Taipei area including Taipei city and Taipei Hsie0 based on 500 questionnaires. The 429 valid questionnaires amongst 458 are further analyzed by the software tools of Microsoft Office Excel and SPSS110.0 Chinese version.
In the final section of this study is to submit the conclusions and suggestions to the following parties in respect of the manpower selection criteria, training program and incentive scheme:
1. Solicitors 2. Insurance company and its liaison offices islandwide
