T人寿深圳电话销售中心营销策略研究

发布时间：2018-06-02 18:07

本文选题：电话销售 + 顾客需求　；参考：《大连理工大学》2014年硕士论文

【摘要】：近年来寿险(也称人身险)业增长持续放缓,要解决传统保险营销模式转型困难、增长乏力的问题,必须从培育新兴销售模式入手。基于电话的保险销售(简称电话销售)无疑是最有效的突破口之一。电话销售业务以其得天独厚的渠道优势,近几年在保险行业发展迅猛,但是,电话销售寿险能否在顾客心中长期被认可和接受,需要市场的考验。本文针对T人寿深圳电话销售中心四年的发展,总结公司发展的成功经验,同时也分析公司电话销售过程中的不足,提出其进一步发展的营销策略。本文首先分析了寿险电话销售的特点与风险。在目前国家相关法律不够完善,电话销售扰民及欺诈情况时有发生的情况下,探究寿险电话销售到底有没有优势、顾客如何认识并进行消费,是电话销售的一项重要的基础工作。本文通过调研认为寿险电话销售优势明显,具有很好的发展前景。其次,论文通过对T人寿深圳电话销售区域中心进行全面的内部环境和外部营销环境分析,通过行业及公司内部运行过程的详细数据及图表,分析出电话销售目前保险行业发展的情况和该公司在行业内的优势和不足。最后,本文运用市场营销等理论和方法,对该公司电话销售中心如何完善营销策略提出较全面的合理化建议,以保持该公司电话销售业务持续健康发展。本文提出的问题虽然针对T深圳电话销售区域中心提出,但对整个行业的电话销售模式仍具有通用性,且本文提出的营销策略实用性强,对其他公司的寿险电话销售业务营销策略的制定和完善具有一定的借鉴意义。
[Abstract]:In recent years, the growth of life insurance (also called life insurance) industry continues to slow down. In order to solve the problem of difficult transformation and weak growth of traditional insurance marketing mode, we must start with the cultivation of new sales mode. Telephone-based insurance sales (referred to as telephone sales) is undoubtedly one of the most effective breakthrough. The telephone sales business has developed rapidly in the insurance industry in recent years because of its unique channel advantage. However, whether telephone sales life insurance can be recognized and accepted by customers for a long time needs the test of the market. In view of the development of T Life Shenzhen telephone sales center for four years, this paper summarizes the successful experience of the development of the company, analyzes the shortcomings in the telephone sales process of the company, and puts forward its marketing strategy for further development. This article first analyzed the life insurance telephone sale characteristic and the risk. In the current situation where the relevant laws of the country are not perfect enough, and the telephone sales are disturbing people and fraud cases occur from time to time, this paper probes into whether the life insurance telephone sales has any advantages, how the customers understand and consume, Telephone sales is an important basic work. This article thinks that the life insurance telephone sales advantage is obvious, has the very good development prospect. Secondly, through the comprehensive analysis of the internal environment and external marketing environment of T Life Shenzhen telephone sales Regional Center, and through the detailed data and charts of the operation process of the industry and the company, Analysis of telephone sales in the current development of the insurance industry and the company in the industry advantages and disadvantages. Finally, this paper, by using the theory and method of marketing, puts forward some reasonable suggestions on how to perfect the marketing strategy of the telephone sales center of the company, so as to keep the telephone sales business of the company developing healthily. Although the question raised in this paper is aimed at T Shenzhen telephone sales area Center, it is still universal to the whole industry, and the marketing strategy put forward in this paper has strong practicability. It has certain reference significance for other companies to formulate and perfect the marketing strategy of telephone sales of life insurance.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F842.3

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