太平人寿湖南分公司电话营销组织与流程设计研究

发布时间：2018-03-17 21:04

本文选题：太平人寿湖南分公司　切入点：保险电话营销　出处：《湖南大学》2014年硕士论文　论文类型：学位论文

【摘要】：本文主要研究近年来太平人寿保险有限公司湖南分公司采用的创新型营销模式——电话营销模式。本文通过介绍电话营销模式及保险电话营销模式在国内外的发展背景、内涵、特点、规模、模式分类等情况，对比国内外专家学者对保险电话营销模式的研究现状，阐述了本论文的研究背景和意义。本文主要利用调查法、定性分析法，搜集了大量国内电销市场的相关发展数据和太平人寿湖南分公司电话营销模式的发展历史，充分了解了太平人寿湖南分公司电话营销模式的发展特点、队伍构成、管理架构、客户定位、产品开发、业务情况等一系列问题。同时，通过对太平人寿湖南分公司电话营销模式所处的政治环境、经济环境、社会文化环境、技术环境进行分析，得出了太平人寿湖南分公司电话营销模式的发展优势、发展劣势、发展机会及发展威胁。通过对太平人寿湖南分公司电话营销模式现状了解及环境分析，归纳出太平人寿湖南分公司电话营销中存在的现实问题和发展困境，确定了论文的研究方向和内容。本文通过实证研究法，对太平人寿湖南分公司电话营销模式中的主流程、组织机构重构、目标客户细分、产品、数据库、辅助流程、人才队伍建设七大内容进行了优化设计，并通过实际可行性的不同操作方法对优化设计的流程进行了全面的科学验证。文章通过总结太平人寿湖南分公司电话营销模式优化设计流程在实际中的操作经验，得出了要实现湖南太平电销业务的快速增长需要“完善公司的企业文化、树立‘以人为本’的管理思想，，倡导全员服务理念、建立有效的电话营销考核激励机制、做好电话营销客户服务工作，提高客户忠诚度和建立有效的电话营销模式的评价体系等一系列保障措施”的研究结论。这些结论立足湖南本土保险电销市场，客观地反映了湖南太平所面对的真实环境和问题，有效地指导了公司电销业务的开展，总结了前期的有效工作经验，解决了许多实际运营过程中的长期问题，从而为公司电销业务的发展提供理论与实际结合的操作指导。
[Abstract]:This paper mainly studies the innovative marketing model-telephone marketing model adopted by Taiping Life Insurance Co., Ltd. Hunan Branch in recent years. By introducing the development background, connotation, characteristics, scale and classification of the telephone marketing model at home and abroad, this paper compares the current research situation of the insurance telephone marketing model between domestic and foreign experts and scholars. The research background and significance of this paper are expounded. This article mainly uses the investigation method, the qualitative analysis method, has collected the massive domestic electricity sale market correlation development data and the Taiping Life Insurance Hunan Branch telephone marketing pattern development history, Has fully understood the development characteristic, the troop constitution, the management structure, the customer orientation, the product development, the business situation and so on of Taiping Life Insurance Hunan Branch telephone marketing mode. At the same time, Based on the analysis of the political environment, economic environment, social and cultural environment and technical environment of the telephone marketing model of Taiping Life Insurance Hunan Branch, the development advantages and disadvantages of the telephone marketing model of Taiping Life Insurance Hunan Branch are obtained. Through understanding the current situation of telephone marketing mode of Taiping Life Insurance Hunan Branch and analyzing its environment, the paper summarizes the current problems and difficulties in telephone marketing of Taiping Life Hunan Branch. The research direction and content of the thesis are determined. Through the empirical research method, this paper optimizes the design of the main process, organization reconfiguration, target customer segmentation, product, database, auxiliary process and talent team building in the telephone marketing mode of Taiping Life Insurance Hunan Branch. And through the practical feasibility of different operation methods to optimize the process of scientific verification. By summarizing the experience of optimizing the design process of telephone marketing model in Hunan Branch of Taiping Life Insurance Company, this paper concludes that to realize the rapid growth of Hunan Taiping electricity sales business, we need to perfect the company's corporate culture. Set up "people-oriented" management idea, advocate the concept of all-staff service, establish an effective telephone marketing assessment incentive mechanism, do a good job of customer service in telephone marketing, Conclusions of a series of safeguards such as improving customer loyalty and establishing an effective evaluation system of telephone marketing model. "these conclusions are based on the local insurance market in Hunan Province." It objectively reflects the real environment and problems faced by Taiping in Hunan Province, effectively guides the development of the company's electric sales business, summarizes the early effective working experience, and solves many long-term problems in the actual operation process. In order to provide a theoretical and practical operational guidance for the development of the company's electric sales business.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F842.3

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