保险电销发展研究-以阳光人寿保险辽宁分公司为例

目录

摘要 (1)

Abstract (2)

引言 (4)

1 沈阳地区保险电销发展现状 (6)

1.1 沈阳地区保险电销的营销模式 (7)

1.2 沈阳地区保险电销保费规模.................. 错误!未定义书签。

1.3 沈阳地区保险公司电销发展优势 (7)

2 阳光人寿保险辽宁分公司保险电销发展现状 (10)

2 沈阳地区保险电销存在的问题 (13)

2.1 人才培养体系不够健全 (13)

2.2 客户数据来源不准确 (15)

2.3 产品同质化严重 (15)

2.4 售后服务环节薄弱 (16)

3沈阳地区保险电销存在问题的优化方案 (18)

3.1 建立全面人才培养机制 (18)

3.2 把控客户数据质量 (18)

3.3 坚持产品创新 (19)

3.4 提高售后服务质量 (20)

结论 (21)

参考文献 (22)

致谢......................................... 错误!未定义书签。

摘要

目前沈阳地区市场竞争激烈，各家保险公司急需解决拓展销售渠道和

提升市场占有率方面的问题。为了适应市场需求，增加竞争力，保险电销

迅速衍生出来。保险电销符合科技优势和现代人追求方便快捷的消费习惯。又因为成本低、效率高的特点，成为保险行业的另一个重要的销售渠道和

手段。

本文首先主要从保险电销营销模式、保费规模以及保险电销的发展优

势这几方面进行分析，了解了沈阳地区保险电销市场的基本发展情况又具

体对阳光人寿保险辽宁分公司的营业数据、从业人员情况、产品类型以及客户数据来源进行具体分析。通过分析可以看出沈阳市电话营销已经发展稳定，保费收入超过传统的代理人模式。但是保险电销难度大、成本高、对保险从业人员要求高。然后根据阳光人寿保险辽宁分公司相关数据进行研究整理分析，可以看出其中存在的问题也是整个沈阳地区保险电销普遍存在的问题。沈阳地区保险电销存在以下几点问题第一从业人员素质低下，第二客户数据来源不准确，第三销售产品同质化严重，第四客户售后服务体验差，对保险品牌忠诚度过低。最后针对以上问题应具体加强培养专业销售人才，把控客户信息来源，坚持从消费者出发，创新保险电销产品以及提高客户售后服务质量四个方面进行改善，提高阳光人寿保险辽宁分公司保险电销以及沈阳市保险电销的综合实力及品牌影响力。

关键词：电话营销；保险学；营销管理；优化方案

Abstract

With the increase of market competition, the problem of how to expand new sales channels and methods is to realize the rapid occupier of the market and become a very urgent problem for the insurance companies. In order to meet the market demand, to increase the competitiveness, the insurance electric pin can be quickly derived. The insurance electric pin has the advantages of science and technology as well as the consumption habit of the modern people to pursue the fast and fast, with the characteristics of low cost and high efficiency, and is becoming an important marketing channel and means of the insurance industry in China.

This paper first introduces the development status of Shenyang insurance electricity marketing market, mainly from three points: the marketing mode of insurance electricity marketing, the scale of

premium, the development advantages of insurance electricity marketing and the development status of Liaoning Branch of Sunshine Insurance. Through the analysis, we can see that Shenyang telephone marketing has developed steadily, and the premium income exceeds the traditional agent model. However, it is difficult to sell insurance electricity, the cost is high, and the requirements for insurance practitioners are high. According to the research and analysis of Liaoning Branch of Sunshine Insurance Company, combined with the relevant data to collect and sort out, we can see that the existing problems are also the common problems of insurance electricity marketing in Shenyang. Shen There are the following problems in the sale of insurance electricity in Yangyang City, first, the quality of employees is low. Second, the source of customer data is not accurate, it is difficult to obtain credit. Third, the homogeneity of sales products is serious, lack of innovation. Fourth, customer after-sales service experience is poor, loyalty to insurance brands is too low. In view of the above problems, we should strengthen the training of professional sales talents, control the source of customer information, persist in improving the quality of insurance and electricity marketing products and improve the quality of after-sales service of customers from four aspects: starting from consumers, innovating insurance and selling products, and improving