保险营销员胜任特征模型:一个定性元分析

摘要/Abstract

摘要：

营销员对保险公司的发展起着至关重要的作用.在保险行业日趋发展、变革的过程中,营销员自身也面临职业发展的巨大挑战.本文旨在构建营销员胜任特征模型,以期为营销员的职业发展提供参考.基于此,本文采用定性元分析的方法,收集了现有关于保险营销员在知识、技能、动机、态度、自我概念等方面的研究文献,对文献中的定性化结论进行摘录、编码、归类,构建了保险营销员的ETV胜任特征模型:即职业专长(Expertise),特质(Traits),价值观(Value).ETV 胜任特征模型主要包括了7个胜任特征族:行为技能、认知技能、产品知识、责任心、外倾性、道德观念、以及客户导向.鉴于胜任特征表明了一个人所拥有的能够在其工作岗位上取得出色业绩的潜在特征,并且能够将绩效优异者与一般者区分开来,我们认为ETV胜任特征模型可以为保险及一般销售人员的招聘、培训、选拔等提供参考标准.同时,ETV模型也为之后保险营销员胜任特征的实证研究提供启示.

关键词: 定性元分析, 胜任特征, 保险营销员, 销售人员

Abstract:

Following the steps of Qualitative Meta-analysis, in this study we firstly collect literature on insurance sales people's knowledge, skills, motives, attitudes, and self-concept, and then we excerpt, encode and classify the qualitative findings in the literature, finally we build insurance salespeople's ETV competency model, which includes Expertise, Traits, and Value. We argue that ETV model could be used as the reference criterion for insurance and general salespeople's recruitment, training and selection. Meanwhile, it also offers guidance for further empirical study.

Key words: Qualitative Meta-analysis, competency, insurance sales force, sales force

魏红果, 李海. 保险营销员胜任特征模型:一个定性元分析[J]. , 2015, 27(7): 146-155.

Wei Hongguo, Li Hai. The Competency Model of Insurance Salespeople: A Qualitative Meta-analysis[J]. , 2015, 27(7): 146-155.

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