随着经济全球化的深入，保险市场竞争的焦点逐渐转化为保险营销人员的竞争。我国保险业面临的一个重大战略课题就是如何对保险营销人员实行有效的管理和激励以达到保险企业业绩的提升，从而获得持续的竞争优势。但是在现有绩效考核制度下，对保险营销人员的考核只限于对业绩的考核，不能有效调动营销人员的积极性。绩效考核作为一种有效的企业管理手段，在评价和激励员工，增强企业竞争力和发展活力、实现组织目标等方面发挥着重要作用。科学的绩效考核能给员工培训、职位配置及薪酬调整提供依据，对竞争激烈的保险企业而言有着十分重要的意义。因此，建立科学、合理、有效的绩效考核体系，无论对提高营销人员的积极性和绩效水平，还是实现组织的目标都显得尤为重要。 本文在国内外关于营销人员绩效及绩效考核理论研究的基础上，总结绩效考核的影响因素和绩效考核的常用方法以及绩效考核的相关理论；以三家保险企业为例，分析我国保险企业营销人员的发展现状和绩效考核现状以及存在的主要问题；提出了保险企业营销人员绩效考核指标体系选取的原则；通过文献分析总结，分别提出了保险企业业务主管和基层营销人员绩效考核的4个一级指标，25个二级指标；通过专家打分最终确定了由4个一级指标和10个二级关键绩效指标组成的保险企业业务主管和基层营销人员绩效考核指标体系；通过调查问卷，运用AHP法计算出各绩效指标的权重值；对H保险公司河南分公司营销人员的绩效考核进行实证研究，验证了考核指标体系以及指标权重值的合理性和可行性；最后，结合H河南分公司实际，提出了其运用营销人员绩效考核体系的对策建议。

With the deepening of economic globalization, the focus of the insurance market competition is gradually transformed into the competition of the insurance marketing personnel. The insurance industry faces a major strategic issue is how to manage and incentive the insurance marketing personnel in order to improve the performance and gain a sustainable competitive advantage. But the existing performance appraisal system can not effectively mobilize the enthusiasm of the marketing personnel as it limited to the assessment of performance. As an effective means of business management, performance appraisal plays an important role in evaluate and motivate employees, which can enhance their competitiveness and development activity and realize the goal of business management. Scientific performance appraisal can provide gist for the staff training, job configuration and the pay adjustment, which has a great significance for the dog-eat-dog insurance companies. Therefore, establishing a scientific, reasonable, effective performance appraisal system, whether to improve the marketing staff motivation and performance levels, or to achieve organization's goals are particularly important. This paper bases on the domestic and foreign marketing staff performance and performance appraisal of theoretical research, which summary the influencing factors, the in common use methods and the relevant theories of performance appraisal. Take three insurance companies as the example, analyze the development status of the insurance companies marketing staff and the performance appraisal, and the main problems. Put forward the selected principles of the performance evaluation index system for insurance companies marketing staff. Through the analyzing and summaring the literature, it put forward four-level indicators and twenty-five second-level indicators of performance appraisal for the insurance business executives and grassroots marketing staff respectively. Finalily, identified the performance appraisal index system by using the AHP and gets the four first-level indicators and ten second-level key performance indicators of insurance companies business executives and grassroots marketing staff. Using the AHP method to calculate the weight values for each performance indicator through the questionnaire. The empirical research on performance evaluation for marketing personnel of H insurance company, it verify the rationality and feasibility of the evaluation index system and index weight values. Finally, it put forward some suggestions on using marketing staff performance appraisal system which base on the H insurance company’s practice.