保险行业经过30多年快速发展，2021年我国人身险保费合计已超过3万亿元，在国民经济中起到了越来越重要的作用。保险代理人制度由美国友邦公司于1992年引入到中国，后被其他公司相继采用，在保险业的发展过程中起到举足轻重的作用。然而由于各大商业保险公司一开始时采用了较为粗犷的“人海战术”，代理人整体素质偏低，个体差异性比较大，同时也有很高的流失率。自2020年开始受新冠疫情以及经济下行大环境的影响，仅2021年上半年，全国保险代理人就锐减100万。如何通过代理人更好地传递知识服务客户、如何提高代理人专业素质、降低人员流失成为保险公司间竞争的重中之重。因此，如何建立多元化的激励机制，并对代理人进行个性化需求的有效精准激励，最终达成最佳激励效果，这是当前各家保险公司管理者要认真思考解决的关键问题。

作者通过近距离观察A人寿保险有限公司北京分公司，发现该公司在代理人激励方面有诸多正向表现，如代理人主观能动性更强，有更强意愿提供长期高质量的服务等等。本文将A人寿保险有限公司北京分公司作为研究对象，通过问卷和访谈调查收集数据，采用定性和定量的研究方法，结合A人寿保险有限公司北京分公司的现行人才激励方案和激励机制，分析其发挥激励作用的机理，并提出一些优化措施，旨在进一步提升激励的效果。

最终本文得出如下结论:

1.自主性高是A公司保险代理人工作的显著特征，也符合A公司代理人的个人期待。

2.A公司薪酬满意度高，但社保和底薪满意度较低；更好的薪酬满意度与更高的组织认同、工作满意度、绩效、留任(不离职)正相关。

3.招募代理人压力较大，但随着工作年限增加，压力会减小。

4.人力资源系统支持(培训)有助于提高组织认同感、工作满意度及个人绩效，有助于留住优秀人才。

5.受访代理人离职倾向较低，但对未来规划仍存在矛盾心理。

在此基础上研究者也希望有机会在未来开展进一步研究，持续跟进A人寿保险有限公司北京分公司的激励动态数据，为代理人激励措施的优化提供一定参考建议。

After more than 30 years of rapid development of the insurance industry,in 2021 China's total life insurance premiums have exceeded 3 trillion yuan,playing an increasingly important role in the national economy.The insurance agent system was introduced into China by AIA in 1992 and later adopted by other companies.The agent system has gradually become the core of the marketing system of China's insurance industry and plays a pivotal role in the development of the insurance industry. However,as major commercial insurance companies adopted relatively rough “crowd tactics" at the beginning, the overall quality of agents is low,individual differences are relatively large,and at the same time, there is a high loss rate.Since 2020,the number of insurance agents nationwide has decreased by 1 million in the first half of 2021 alone due to the impact of COVID-19 and economic downturn.How to transfer knowledge and serve customers better through agents,how to improve agents' professional quality and reduce staff turnover have become the most important issues in the competition among insurance companies.Therefore, how to construct multi-level incentive mechanism and implement individual precise incentive to achieve the maximum incentive effect is an important issue that every insurance company must consider.

Through close observation of Beijing Branch of A Life Insurance Co.,LTD.,the author finds that the company has many positive performances in agent incentive,such as stronger subjective initiative and stronger willingness to provide long-term and high-quality services.This paper takes A Life Insurance Co.,LTD.,Beijing branch as the research object, through interviews and questionnaire survey to collect data, using qualitative and quantitative research methods to analyze the characteristics and evaluation system of the insurance agent, and combined with A Life Insurance Co.,LTD.,Beijing branch of the current personnel incentives and incentive mechanism,to analyze its incentive mechanism, and some optimization measures are put forward to further improve the incentive effect.

Finally, this paper draws the following conclusions:

1. High autonomy is an inherent and significant characteristic of the work of insurance agents of company A,which also meets the personal expectations of agents of Company A.

2. Company A has high satisfaction with salary,but low satisfaction with social security and basic salary;Better salary satisfaction is positively correlated with higher organizational identification,job satisfaction, performance, retention (not leaving).

3. The pressure of recruiting agents is great,but with the increase of working years, the pressure will decrease.

4. Human resource system support (training) helps improve organizational identity,job satisfaction and personal performance,and helps retain excellent talents.

5. The interviewed agents have a low turnover tendency,but still have ambivalence in future planning.

On this basis, the researcher also hopes to have the opportunity to carry out further research in the future,in order to continuously follow up the incentive dynamic data of A Life Insurance Company Beijing Branch,and provide some reference suggestions for the optimization of agent incentive measures.