天安佰盈公司寿险业务营销策略研究

发布时间：2017-12-28 16:17

本文关键词：天安佰盈公司寿险业务营销策略研究　出处：《吉林大学》2017年硕士论文　论文类型：学位论文

【摘要】：2016年,保险行业得到了迅猛发展,其中银保行业更是迎来了“最好”的发展机遇,以吉林省银行保险市场为例,2016年全年规模保费突破270亿元,同比增长98%。银行保险得以飞速发展主要依赖短期理财险的销售,许多保险公司的现金流都来源于短期的理财险,个别公司更是超过90%的业务都来自短期理财险,由于短期理财险的产品期限短,融资成本高,因此,短期理财险的高速发展既给银保行业带来了机遇也带来了风险,很多主体公司为了能够实现盈利,在证券市场是频频举牌,随之而来给保险行业也带来了巨大风险。保监会为此召开重要会议,拟对保险公司开发中短存续期产品进行史无前例的严格限制。再次在银行代理保险业务条线强调保险行业一定要姓“保”这一根本原则,可以预见,保险行业尤其银保行业即将面临着又一次非常重要且“痛苦”的转折。吉林天安佰盈公司前身是吉林天安财险的银行保险部,2016年理财销售43亿元,占整体保费业务的99%,天安佰盈虽然在理财险销售上取得过不俗的成绩,但是对于寿险营销上还处于非常初级的阶段,随着监管政策的转变,天安佰盈业务重心必须要向寿险业务倾斜,可是目前天安佰盈的寿险保费规模仅为240万,市场占比不足1%。队伍缺乏销售寿险的经验,销售产品又非常单一并且产品形态复杂,销售难度大,这些问题共同造成了现在天安佰盈寿险营销的困境。天安佰盈公司也有自己的优势,例如可以经营车险、财富等业务为寿险的销售增加了更多的获客渠道,最重要的是天安佰盈拥有大量的客户资源以及充足的销售费用,天安佰盈目前的客户资源超过4万个,存量保单件均保费超过10万元,这是天安佰盈经营寿险最大的优势;而跟银行方面良好的合作关系,又为天安佰盈经营寿险业务提供了有力的保障。本文通过分析天安佰盈的优势与劣势,提出了三点可操作的推动策略:一是要向自身的存量客户经营上做好开发工作,增加客户的粘稠度和忠诚度;第二,依托良好的银行合作关系,做好银行代理工作,向银行的存量客户争取保费。第三,将充足的销售费用用到合理的地方去,做好项目经营和精准营销工作。通过提高件均保费而非提高件数的方式拉动寿险业务的增长。为保障本文所制定的营销策略的有效实施,天安佰盈公司首先要做到统一思想,公司从内勤到一线销售队伍每一个人都要明确寿险转型对于公司及个人的重要意义,其次,要将寿险业务纳入考核范围之内,明确寿险业务达成标准,加大寿险业务考核比重,车险和理财险的绩效标准也要跟寿险业务的达成挂钩,做到销售队伍的收入以寿险业务达成为导向。在客观上让销售队伍明确寿险业务推动的战略意义。最后要通过严格的基础管理,保障队伍的销售动作不变形,在寿险业务推动上做到赏罚分明。总而言之,随着监管政策的转变,天安佰盈公司一定要改变当前的粗放经营模式,不在纠结于产品费率的高低,而是要注重队伍,加强队伍的训练,提高队伍的基本素质,同时关注营销方式,绝对不能仅仅的靠粗放的通过增员来拉动保费的模式。希望通过本文所提出的三个寿险营销策略,可以帮助天安佰盈解决当前寿险营销上所遇到的问题和困境。
[Abstract]:In 2016, the insurance industry has been developing rapidly, and the banking and insurance industry has ushered in the "best" development opportunities. Taking Jilin's bancassurance market as an example, the annual premium of 2016 exceeded 27 billion yuan, an increase of 98% over the same period last year. The rapid development of bank insurance is mainly dependent on short-term financial insurance sales, many insurance company's cash flow from short-term financial risk, the individual company is more than 90% of business comes from short-term financial risks due to short-term financial risks are of short duration, high financing costs, therefore, the rapid development of short-term financial risks to both the bancassurance industry brings opportunity and risk, many main companies in order to be able to achieve profitability in the securities market is frequently placards, followed to the insurance industry has also brought huge risk. The CIRC convened an important meeting for this purpose, and it is intended to carry out unprecedented strict restrictions on the short deposit of insurance companies in the development of the insurance company. Once again, in the banking agency insurance business line, it is emphasized that the insurance industry must surname the basic principle of "Bao". We can foresee that the insurance industry, especially the banking industry, will soon face another important and painful turning point. Jilin Tian Bai Ying company is the predecessor of Jilin Cheonan property insurance bank insurance department, management in 2016 sales of 4 billion 300 million yuan, accounting for 99% of the overall premium business, Tian Bai Ying although achieved good results in financial insurance sales, but for the life insurance marketing is still in a very early stage, with the change of regulatory policy, Bai Ying Tian the business center must be tilted to the life insurance business, but at present the Cheonan Baiying life insurance premium scale is only 2 million 400 thousand, accounting for less than 1% of the market. The team lacks the experience of selling life insurance, and the sales products are very single, and the product form is complex and the sale is very difficult. These problems have caused the dilemma of Tianan Bai life insurance marketing now. Tian Bai Ying company also has its own advantages, such as auto insurance business, such as business wealth added more channels for customers for life insurance sales, the most important is Tian Bai Ying has a large number of customers with sufficient resources and cost of sales, Tian Baiying current customer resources of over 40 thousand, the stock of the policy element the premium of more than 100 thousand yuan, this is the advantage of Tian Baiying life insurance business the largest banks; and with good relations of cooperation, and provide a strong guarantee for Tian Bai Ying business life insurance business. In this paper, through the analysis of the advantages and disadvantages of Tian Baiying, put forward three operational strategies: one is to own the stock of customers to business development, increase customer stickiness and loyalty; second, rely on the good cooperation between banks, do bank work, to the bank for the stock of customers premium. Third, the adequate sales costs will be used in a reasonable place to do a good job of project management and accurate marketing. The growth of life insurance business is driven by increasing the average premium and not increasing the number of items. The effective implementation of enacted for the protection of the marketing strategy, the company must first be Bai Tian Ying company from the office to the unity of thinking, a sales force everyone to clear the important significance for the transformation of life insurance companies and individuals, secondly, should be included in the assessment of the life insurance business within the scope of the life insurance business a clear standard, improve the life insurance the proportion of insurance and financial business assessment, insurance performance standards should be reached with the life insurance business linked to the sales team to achieve revenue of life insurance business as guide. Objective to make the sales team clear the strategic significance of promoting the life insurance business. Finally, through the basis of strict management, sales support team action is not deformed, in the life insurance business promotion reward. In a word, with the change of regulatory policy, Tian Baiying company must change extensive management mode at present, not entangled in the product rate level, but to focus on the team, strengthen training, improve the basic quality of the team, at the same time, attention to marketing, not only to rely on the vast and extensive increase to pull through premium model. It is hoped that through the three life insurance marketing strategies proposed in this article, it can help Tianan hundred to solve the problems and difficulties in the current life insurance marketing.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F842.3;F274

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