本文選題：太平人壽湖南分公司　切入點：保險電話營銷　出處：《湖南大學》2014年碩士論文　論文類型：學位論文

【摘要】：本文主要研究近年來太平人壽保險有限公司湖南分公司采用的創(chuàng)新型營銷模式——電話營銷模式。 本文通過介紹電話營銷模式及保險電話營銷模式在國內(nèi)外的發(fā)展背景、內(nèi)涵、特點、規(guī)模、模式分類等情況，對比國內(nèi)外專家學者對保險電話營銷模式的研究現(xiàn)狀，闡述了本論文的研究背景和意義。 本文主要利用調(diào)查法、定性分析法，搜集了大量國內(nèi)電銷市場的相關(guān)發(fā)展數(shù)據(jù)和太平人壽湖南分公司電話營銷模式的發(fā)展歷史，充分了解了太平人壽湖南分公司電話營銷模式的發(fā)展特點、隊伍構(gòu)成、管理架構(gòu)、客戶定位、產(chǎn)品開發(fā)、業(yè)務情況等一系列問題。同時，通過對太平人壽湖南分公司電話營銷模式所處的政治環(huán)境、經(jīng)濟環(huán)境、社會文化環(huán)境、技術(shù)環(huán)境進行分析，得出了太平人壽湖南分公司電話營銷模式的發(fā)展優(yōu)勢、發(fā)展劣勢、發(fā)展機會及發(fā)展威脅。通過對太平人壽湖南分公司電話營銷模式現(xiàn)狀了解及環(huán)境分析，歸納出太平人壽湖南分公司電話營銷中存在的現(xiàn)實問題和發(fā)展困境，確定了論文的研究方向和內(nèi)容。 本文通過實證研究法，對太平人壽湖南分公司電話營銷模式中的主流程、組織機構(gòu)重構(gòu)、目標客戶細分、產(chǎn)品、數(shù)據(jù)庫、輔助流程、人才隊伍建設七大內(nèi)容進行了優(yōu)化設計，并通過實際可行性的不同操作方法對優(yōu)化設計的流程進行了全面的科學驗證。 文章通過總結(jié)太平人壽湖南分公司電話營銷模式優(yōu)化設計流程在實際中的操作經(jīng)驗，得出了要實現(xiàn)湖南太平電銷業(yè)務的快速增長需要“完善公司的企業(yè)文化、樹立‘以人為本’的管理思想，，倡導全員服務理念、建立有效的電話營銷考核激勵機制、做好電話營銷客戶服務工作，提高客戶忠誠度和建立有效的電話營銷模式的評價體系等一系列保障措施”的研究結(jié)論。這些結(jié)論立足湖南本土保險電銷市場，客觀地反映了湖南太平所面對的真實環(huán)境和問題，有效地指導了公司電銷業(yè)務的開展，總結(jié)了前期的有效工作經(jīng)驗，解決了許多實際運營過程中的長期問題，從而為公司電銷業(yè)務的發(fā)展提供理論與實際結(jié)合的操作指導。
[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.
【學位授予單位】：湖南大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F274;F842.3

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