ZX人寿保险公司电话营销渠道的改善方案研究

发布时间：2018-04-09 17:47

本文选题：人寿保险　切入点：电话营销渠道　出处：《东北大学》2014年硕士论文

【摘要】：一直以来,寿险产品的销售均以代理人渠道为主,随着全球信息化和网络化的加速,电子通讯产业的快速发展,电话营销正逐步成为我国寿险行业里新兴的销售渠道和销售手段。但因为寿险电话营销在国内发展时间较短,市场环境还不成熟,经营运作经验也比较缺乏,在一定程度上制约了该渠道的快速发展。本文以从事寿险电话销售较早的ZX人寿电话营销渠道为研究对象,对其经营状况进行分析并提出改善方案,希望可以对行业发展提供一定的经验借鉴。通过对ZX人寿电话营销渠道的经营状况进行深入分析,包括对其经营年报的分析、总—分公司实地调研、公司员工访谈、行业经验交流等,发现ZX人寿电销渠道主要在三方面存在问题,分别是数据的有效开拓及使用、电话营销组长的有效管理及新人的有效培养,而正是这三点问题的存在,导致ZX人寿电销渠道的经营现状并不理想。由于目前寿险电销行业处于发展初期,可供借鉴的经验较少,本文主要通过阅读大量参考文献、参加行业交流会、与从业人员进行深入研讨等方式,并运用案例研究,文献分析等方法,对以上的三方面问题分别给出了改善方案。当然,受客观条件所限,本文的研究暂时还停留在理论层面,在后续工作中会结合实际情况持续进行完善。本文的主要研究成果有：(1)对寿险电销行业的数据开拓及使用进行了梳理及归纳,制定出了一套可执行的标准化操作流程；(2)对电话营销组长的有效管理进行分析和整理,为后续这一角色的有效管理提供了明确的思路和方法；(3)对寿险电话营销行业的新人培养问题提出了创新性的解决方案。以上的部分研究成果,已在目前任职的公司与领导层达成了共识,计划在下一步进行试点运作,希望通过后续持续运作和经验的总结,为未来行业发展带来一定的价值。
[Abstract]:All along, the sales of life insurance products are mainly through agent channels. With the acceleration of global informatization and networking, the electronic communication industry has developed rapidly.Telephone marketing is gradually becoming a new sales channel and means in our life insurance industry.However, because of the short time of domestic development of life insurance telephone marketing, the immature market environment and the lack of operational experience, the rapid development of this channel is restricted to a certain extent.This article takes the ZX life insurance telephone marketing channel which was engaged in the earlier life insurance telephone sale as the research object, carries on the analysis to its management condition and puts forward the improvement plan, hoping to provide certain experience to the industry development for reference.Through the in-depth analysis of ZX Life telephone marketing channel, including the analysis of its annual report, the field investigation of the total branch company, the interview of company staff, the exchange of industry experience, etc.It is found that there are three main problems in ZX Life Power Marketing Channel, namely, the effective development and use of data, the effective management of telephone marketing team leader and the effective cultivation of new people, and it is precisely these three problems that exist.Lead to ZX Life electricity marketing channel management is not ideal.As the life insurance industry is in the early stage of development, there is little experience for reference. This paper mainly through reading a large number of reference documents, participating in industry exchanges, in-depth discussions with practitioners, and using case studies.Literature analysis and other methods, the above three aspects of the problem are proposed to improve the scheme.Of course, limited by the objective conditions, the study of this paper is still in the theoretical level, and will continue to improve in the follow-up work combined with the actual situation.The main research results of this paper are as follows: (1) combing and summing up the data development and use in the life insurance industry of electric sales, and formulating a set of executable standardized operation flow.) analyzing and sorting out the effective management of the telephone marketing team leader.This paper provides a clear idea and method for the effective management of this role in the follow-up. It provides an innovative solution to the problem of cultivating new people in the life insurance and telephone marketing industry.Some of the above research results have reached a consensus with the leadership in the current position, and plan to carry out the pilot operation in the next step, hoping to bring some value to the future industry development through the follow-up continuous operation and the summary of experience.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F842.3

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