【作者】 范娟娟；

【导师】 李志远；

【作者基本信息】 兰州大学 ， 工商管理硕士（专业学位）， 2023， 硕士

【摘要】 随着保险业的发展,互联网的普及,传统线下保险销售开始出现增长乏力,随之也带来了互联网保险的快速发展。为顺应市场发展规律,FD人寿成立DY中心,开始布局互联网保险业务,致力于探索保险的线上社群运营模式,凭借自营项目多年积累和沉淀,在行业内占据了先发优势。然而,随着各家保险公司开始增设互联网保险业务,社群运营人员的外部机会增多,加上社群运营人员工作强度大,薪酬竞争力不强等原因,导致人员流失率逐年增长,直接影响到公司DY中心自营业务的发展。论文以FD人寿DY中心社群运营人员流失问题为研究主题。首先,论文明确了员工流失和多元社群运营人员的概念,分析了人员流失对公司和项目的影响,并对心理契约理论、需求层次理论、双因素理论和期望理论做了介绍。其次,论文介绍了公司概况和DY中心组织架构,并对FD人寿DY中心社群运营人员近三年的流失数据进行统计分析,总结出社群运营人员的高流失率对DY中心自营业务造成的不利影响,通过对离职社群运营人员访谈和对在职社群运营人员问卷调查,找出社群运营人员流失的主要原因。最后,基于流失原因,论文从组织、个体和环境三个层面提出解决FD人寿DY中心社群运营人员流失率过高的应对策略。论文通过对FD人寿DY中心社群运营人员流失问题研究,找准人员流失的关键原因,从而给出行之有效的应对策略,降低流失率,留存关键骨干人员,为业务发展做好人才保障;并能够进一步找准公司管理中的问题,为公司接下来的发展提前做好管理优化;而且也能够为公司其他岗位的人员流失问题提供借鉴。因此论文通过对FD人寿DY中心社群运营人员流失问题的研究,能够对同行业在同类问题研究上提供一定的参考价值。更多还原

【Abstract】 With the development of the insurance industry and the popularity of the internet,traditional offline insurance sales have begun to experience a sluggish growth,which has led to the rapid development of internet insurance.In order to adapt to the market development trend,FD Life Insurance has established a DY center and started to layout internet insurance business,committed to exploring the online community operation mode of insurance.With years of accumulation and a leading edge in the industry in self-operated projects,the company has made great progress.However,as various insurance companies begin to add internet insurance business,external opportunities for community operations personnel have increased,and the high workload and weak salary competitiveness of community operations personnel have led to an annual increase in employee turnover rate,directly affecting the development of the company’s self-operated business in the diversified marketing center.The research paper focuses on the issue of employee turnover among community operations personnel in FD Life Insurance’s DY center.Firstly,the paper clarifies the concepts of employee turnover and diversified community operations personnel,analyzes the impact of personnel turnover on the company and projects,and introduces the psychological contract theory,hierarchy of needs theory,dual-factor theory,and expectancy theory.Secondly,the paper introduces the company profile and the organizational structure of the DY center,and conducts statistical analysis on the turnover data of community operations personnel in the center over the past three years.It summarizes the adverse effects of the high turnover rate of community operations personnel on the self-operated business of the DY center,and identifies the main reasons for the turnover through interviews with departing community operations personnel and surveys of current community operations personnel.Finally,based on the reasons for the turnover,the paper proposes response strategies to address the high turnover rate of community operations personnel in Fude Life Insurance’s DY center from the perspectives of organization,individual,and environment.Through studying the issue of employee turnover among community operations personnel in Fude Life Insurance’s DY center,this paper identifies the key reasons for personnel turnover and proposes effective response strategies to reduce the turnover rate,retain critical personnel,and ensure talent security for business development.Furthermore,this research can also help identify management problems within the company and provide guidance for future management optimization,as well as serve as a reference for other companies dealing with personnel turnover issues in similar positions.Therefore,through studying the issue of employee turnover among community operations personnel in Fude Life Insurance’s DY center,this paper provides valuable reference for other companies in the industry facing similar problems.更多还原