發(fā)布時間：2018-06-02 18:07

  本文選題：電話銷售 + 顧客需求　； 參考：《大連理工大學(xué)》2014年碩士論文

【摘要】：近年來壽險(也稱人身險)業(yè)增長持續(xù)放緩,要解決傳統(tǒng)保險營銷模式轉(zhuǎn)型困難、增長乏力的問題,必須從培育新興銷售模式入手�；�于電話的保險銷售(簡稱電話銷售)無疑是最有效的突破口之一。電話銷售業(yè)務(wù)以其得天獨(dú)厚的渠道優(yōu)勢,近幾年在保險行業(yè)發(fā)展迅猛,但是,電話銷售壽險能否在顧客心中長期被認(rèn)可和接受,需要市場的考驗(yàn)。本文針對T人壽深圳電話銷售中心四年的發(fā)展,總結(jié)公司發(fā)展的成功經(jīng)驗(yàn),同時也分析公司電話銷售過程中的不足,提出其進(jìn)一步發(fā)展的營銷策略。 本文首先分析了壽險電話銷售的特點(diǎn)與風(fēng)險。在目前國家相關(guān)法律不夠完善,電話銷售擾民及欺詐情況時有發(fā)生的情況下,探究壽險電話銷售到底有沒有優(yōu)勢、顧客如何認(rèn)識并進(jìn)行消費(fèi),是電話銷售的一項(xiàng)重要的基礎(chǔ)工作。本文通過調(diào)研認(rèn)為壽險電話銷售優(yōu)勢明顯,具有很好的發(fā)展前景。 其次,論文通過對T人壽深圳電話銷售區(qū)域中心進(jìn)行全面的內(nèi)部環(huán)境和外部營銷環(huán)境分析,通過行業(yè)及公司內(nèi)部運(yùn)行過程的詳細(xì)數(shù)據(jù)及圖表,分析出電話銷售目前保險行業(yè)發(fā)展的情況和該公司在行業(yè)內(nèi)的優(yōu)勢和不足。 最后,本文運(yùn)用市場營銷等理論和方法,對該公司電話銷售中心如何完善營銷策略提出較全面的合理化建議,以保持該公司電話銷售業(yè)務(wù)持續(xù)健康發(fā)展。本文提出的問題雖然針對T深圳電話銷售區(qū)域中心提出,但對整個行業(yè)的電話銷售模式仍具有通用性,且本文提出的營銷策略實(shí)用性強(qiáng),對其他公司的壽險電話銷售業(yè)務(wù)營銷策略的制定和完善具有一定的借鑒意義。
[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.
【學(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F274;F842.3

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本文編號：1969690