中国平安大同中心支公司区域收展制服务营销策略研究

发布时间：2018-03-12 22:45

本文选题：服务营销　切入点：区域收展　出处：《山西大学》2013年硕士论文　论文类型：学位论文

【摘要】：改革开放以来,我国的寿险业获得了长足的发展。目前,保险人代理制度是保险公司个险业务销售的主要方式。保险代理人作为该行业特殊的群体,虽然在寿险业的发展中做出了巨大的贡献,但是对于目前的市场而言,却逐渐暴露出其制度的弊端。例如,保险代理人与公司签订的并非传统意义上的劳动合同,使保险代理人法律定位不清,归属感不强,导致保险代理人流动性较高,孤儿保单现象严重；较高的初佣制度,使得保险代理人盲目追求眼前利益,热衷于新单销售而忽略了售后服务,从而导致客户满意度下降；目前保险公司将业绩发展寄托于代理人人力的增上上,希望通过人海战术占领市场,故而在选聘代理人上只重视“量”,而忽视“质”导致代理人素质普遍低下。中国平安作为寿险行业的航母,在保险服务营销方面率先引入“区域收展制”,在制度上解决了代理人制度上的一些弊端,同时也提升了员工的让渡价值。中国平安大同中心支公司,作为一家三级机构,在2009年创立了区拓部,发展至今,初步有了120余人的团队。该队伍以活动率高、售后服务好、组织发展快在机构占有一席之地,但是在发展的过程中逐渐暴露出一些问题,区拓文化逐渐与营销文化相融合,区域收展制失去了本有的价值。本文基于服务营销相关理论,就目前区域收展制对于市场未来发展的可持续性进行分析,并提出大同中支目前存在的问题,试图归本溯源,将区域收展制的核心精神导入到队伍中,解决代理人制度存在的一些问题,并通过建立区域收展制建立一支长期稳定持续发展的营销团队。
[Abstract]:Since the reform and opening up, the life insurance industry of our country has made great progress. At present, the insurance agent system is the main way for the insurance company to sell its personal insurance business. The insurance agent is a special group in the insurance industry. Although it has made a great contribution to the development of the life insurance industry, it has gradually exposed the drawbacks of its system to the present market. For example, insurance agents have not signed labor contracts with companies in the traditional sense. The legal position of insurance agent is not clear, the sense of belonging is not strong, the mobility of insurance agent is high, the phenomenon of orphan insurance policy is serious, and the higher initial maid system makes insurance agent blindly pursue immediate interests. Keen on new single sales and neglecting after-sales service, this has led to a decline in customer satisfaction. At present, insurance companies are pinning their performance development on the growth of agent manpower, hoping to seize the market through human wave attack. Therefore, only "quantity" is attached importance to in the selection and appointment of agents, while "quality" is neglected, which leads to the general low quality of agents. Ping an of China, as an aircraft carrier in the life insurance industry, In the area of insurance service marketing, we have taken the lead in introducing the "regional collection and exhibition system", which has solved some drawbacks in the agent system and also promoted the transfer value of the employees. China Ping an Datong Center Branch Company, as a third-level organization, In 2009, the district extension department was founded, and up to now, it has a preliminary team of more than 120 people. With its high rate of activity, good after-sales service, and rapid organizational development, it occupies a place in the organization, but in the process of development, it gradually exposes some problems. With the integration of regional culture and marketing culture, the regional development system has lost its value. Based on the theory of service marketing, this paper analyzes the sustainability of the current regional development system for the future development of the market, and points out the existing problems in Datong Central Branch, and tries to trace back to the source. This paper introduces the core spirit of the regional collection and exhibition system into the team, solves some problems existing in the agent system, and establishes a long-term, stable and sustainable development marketing team through the establishment of the regional collection and exhibition system.
【学位授予单位】：山西大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F842.3

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