Research On Training System Of AF Insurance Company Marketing Team

With the emergence of positive policies in the insurance market of China in recent years,the market scale of insurance industry in China is developing rapidly.The rapid development of the insurance industry has made China a country of insurance.But in terms of insurance density and depth,there is still a distance from the developed countries.China's insurance industry development is still in the primary stage.The potential of market does not mean the winning.With many non-insurance companies and foreign-funded insurance companies entering the domestic insurance market,domestic insurance companies will face an increasingly fierce competitive environment.With many non-insurance companies domestic insurance companies face enormous pressure from rivals.The rapid development of industry causes the chaos,such as misleading sales,difficult claims,poor experience to users and so on.These problems greatly undermine people's trust in the insurance industry,otherwise affect their perception of the insurance industry.The main market channel of the life insurance industry is personnel marketing.Therefore,strengthening the training of marketers and improving the level of marketing staff is the key to improving the company's competitiveness.In this situation,the training department should focus more on the needs of life insurance marketers and develop a training system that meets the company's strategic requirements to improve the organization's combat effectiveness.The head office of AF in China is the first joint-stock insurance company.Since its establishment,it has rapidly developed from a local insurance company into China's second-largest life insurance company.It is the earliest company to establish salesmen' training in the industry,which has a good reputation.In recent years,as a second-level organization under the head office,AF Company's main business of is individual life insurance,which has made remarkable achievements.However,the growth of performance is not the result of the company's long-term strategy of “best people and the development of the platform”,and it is more dependent on short-term incentive programs.Therefore,the growth of human resources is sluggish,the marketing team increases and decreases,and important training indicators such as first live,first drill,regularization,and retention rate decline.There are some issues worth paying attention to in the training of marketing teams.Firstly,there are problems in the allocation of personnel in training organizations,the phenomenon in non-working posts,the system is incomplete,and training is difficult.Secondly,the training is not responsive,the demand analysis is insufficient,and the effect evaluation is not sufficient.Thirdly,some courses are updated slowly,the relevance of the courses need to be improved,ignoring professional ethics training,training focuses on sales promotion skills and ignoring service awareness.The actual combatexperience is rich,but the teaching skills still need to be improved.The special lectures and motivation are insufficient.Fifthly,there are many problems caused by the imperfect distance training system.The reasons are mainly from two aspects,Firstly,the company's business expansion needs,and constantly expanding the marketing team,through the human achievement of performance indicators,the marketing teams into the division are at different levels.Secondly,the training system is not standardized,the training effect can not present well,the corporate leadership pays more attention to the immediate interests and neglects the long-term development of the marketing team.Having talented people who meet the strategic requirements is the foundation for achieving the company's strategic goals.A comprehensive training system can help companies achieve their strategic goals,create an environment conducive to the growth of their employees,realize their talent strategy and enhance their competitiveness.Specifically for AF companies,the training system can be constructed from the following five aspects.The first is the training organization management,the second is the training operation,the third is the training course,the fourth is the training instructor team,the fifth is a distance training system.Based on the problems existing in the marketing team training of AF companies,and using the theory of human resources management,staff training theory and training system,the marketing team of AF company training system can be optimized from the following aspects.Firstly,do a good job of staffing and optimization.Secondly,focus on training needs analysis and evaluation of training effects.Thirdly,optimize course content and curriculum management,increase the awareness of service and the implantation of courses in training.Fourthly,focus on internal training and field tutors.Fifthly,establish a scientific and effective remote training management system,scientific and targeted Strong distance training assessment and evaluation methods,courseware development,and atmosphere construction should be concerned.Optimizing the training system to establish a sound training infrastructure management platform is a process that helps the training work to form a virtuous circle for enterprises.In the process of development,the training system needs to be better matched with the training system.In order to realize the personal development goals of enterprises and employees,the training of employees for the company must be carried out in a timely,effective,and continuous manner.The process of training is usually a process of quantitative change to qualitative change.Communication in practice is constantly improved to achieve stable and long-term results.