保险营销员营销能力及培训迁移的研究.docx

保险营销员营销能力及培训迁移的研究
【摘要】2019年是保险行业的深度转型之年，主要体现在人工智能、大数据、区块链、云计算、物联网等方面促进了保险业转型升级。传统个人营销员将要面对“互联＋保险销售”，“AI＋保险咨询”等模式的变化。即使科技发展给保险营销模式带来了变化，但就在现阶段而言，保险营销的推动很大程度上还是依赖保险营销员。保险营销员的营销能力水平决定着保险营销的成功与否。由于保险营销的特性，保险营销员的营销能力培养很大程度上依赖保险培训，所以可以认为保险营销的培训是否发生了迁移对保险营销员营销能力能否提升起了关键性的作用。
互联网具有个性化、差异化的特征，这使得保险行业的培训模式受到了新的挑战和冲击，传统培训模式很难适应当前互联网时代快速发展的需求。基于这种情况，本研究重点关注在互联网时代的发展下，保险企业如何通过影响培训迁移效果的方式来找到改变现状的途径。
【关键词】营销能力 培训迁移 自我效能感
Study on the marketing ability and training transfer of insurance marketing staff
[Abstract]2019 is a year of deep transformation in the insurance industry, mainly reflected in artificial intelligence, big data, block chain, cloud computing, Internet of Things and other aspects to promote the transformation and upgrading of the insurance personal salesmen will face changes in the modes of "Internet+insurance sales" and "AI+insurance consultation".Even though the development of science and technology has brought about changes to the insurance marketing model, at this stage, the promotion of insurance marketing still relies on insurance salesmen to a large level of marketing ability of insurance salesmen determines the success of insurance marketing. Due to the characteristics of insurance marketing, the training of insurance salesmen's marketing ability depends on insurance training to a large extent, so it can be considered that whether the training of insurance marketing has been transferred plays a key role in improving the marketing ability of insurance Internet has the characteristics of personalization and differentiation, which makes the training mode of the insurance industry subject to new challenges and impacts. The traditional training mode is difficult to adapt to the rapid development of the current Internet on this situation, this study focuses on how insurance companies can find ways to change the current situation by influencing the transfer effect of training under the development of