本文選題：服務(wù)營(yíng)銷模式　切入點(diǎn)：工作分解結(jié)構(gòu)（WBS）　出處：《電子科技大學(xué)》2013年碩士論文

【摘要】：我國(guó)自1980年恢復(fù)保險(xiǎn)業(yè)務(wù)以來(lái)，保險(xiǎn)業(yè)發(fā)展速度迅猛，保費(fèi)以平均30％的年增長(zhǎng)速度增長(zhǎng)，成為國(guó)民經(jīng)濟(jì)中發(fā)展最快的行業(yè)之一。近十年，壽險(xiǎn)業(yè)普遍采用人力增長(zhǎng)的模式帶動(dòng)保費(fèi)的增長(zhǎng)；平安人壽近三年保費(fèi)以平均30％的速度成長(zhǎng)，主要來(lái)自人力的增長(zhǎng)，而人均產(chǎn)能增長(zhǎng)緩慢、甚至出現(xiàn)負(fù)增長(zhǎng)。未來(lái)，如何在保持現(xiàn)有人力增長(zhǎng)的同時(shí)，提升產(chǎn)能繼而帶動(dòng)保費(fèi)的持續(xù)增長(zhǎng)成為整個(gè)壽險(xiǎn)行業(yè)普遍關(guān)注的重點(diǎn)。 自2010年開(kāi)始，平安人壽四川分公司（以下簡(jiǎn)稱四川公司）致力于提升人均產(chǎn)能型業(yè)績(jī)?cè)鲩L(zhǎng)模式的研究，即服務(wù)營(yíng)銷模式的研究，服務(wù)營(yíng)銷模式一旦建立，銷售隊(duì)伍的產(chǎn)能會(huì)大大提升繼而在業(yè)內(nèi)遙遙領(lǐng)先，會(huì)將競(jìng)爭(zhēng)對(duì)手遠(yuǎn)遠(yuǎn)拋在身后，它關(guān)乎業(yè)務(wù)隊(duì)伍的未來(lái)、關(guān)乎平安人壽持續(xù)穩(wěn)定的發(fā)展，是平安核心競(jìng)爭(zhēng)力的體現(xiàn)，為此，通過(guò)服務(wù)營(yíng)銷項(xiàng)目化管理的研究，建立新的銷售模式，實(shí)現(xiàn)產(chǎn)能的提升，繼而實(shí)現(xiàn)業(yè)務(wù)的持續(xù)和增長(zhǎng)具有重大的戰(zhàn)略意義。 本論文結(jié)合四川公司案例、數(shù)據(jù)，利用項(xiàng)目管理的理論、技術(shù)和方法，對(duì)四川公司實(shí)施服務(wù)營(yíng)銷進(jìn)行項(xiàng)目化研究，，借助項(xiàng)目計(jì)劃管理，人力資源管理，溝通管理等項(xiàng)目管理理論，闡述服務(wù)營(yíng)銷項(xiàng)目在四川公司的實(shí)施；利用項(xiàng)目評(píng)估對(duì)四川公司服務(wù)營(yíng)銷項(xiàng)目進(jìn)行了過(guò)程描述和案例分析，發(fā)現(xiàn)存在的問(wèn)題和原因，提出改善措施和建議；深入研究項(xiàng)目的過(guò)程管理，對(duì)項(xiàng)目案例采用了基于項(xiàng)目責(zé)任制的矩陣管理模式來(lái)構(gòu)建團(tuán)隊(duì)組織，對(duì)項(xiàng)目干系人進(jìn)行了分類，完善內(nèi)部溝通機(jī)制，運(yùn)用SWOT方法分析了項(xiàng)目實(shí)施存在的優(yōu)勢(shì)、劣勢(shì)、挑戰(zhàn)和威脅。服務(wù)營(yíng)銷模式項(xiàng)目化管理的研究，將保證該項(xiàng)目的成功實(shí)施，從而帶來(lái)公司業(yè)績(jī)及產(chǎn)能的突破，甚至帶來(lái)整個(gè)行業(yè)業(yè)績(jī)的大幅提升。
[Abstract]:Since the resumption of insurance business in 1980, the insurance industry has developed rapidly in China, with the average annual growth rate of 30%, which has become one of the fastest-growing industries in the national economy. The life insurance industry generally uses the mode of manpower growth to drive premium growth; ping an life insurance premiums have grown at an average rate of 30% over the past three years, mainly from the growth of human resources, while per capita capacity growth is slow or even negative. In the future, How to maintain the existing manpower growth at the same time, improve the capacity and then drive the continued growth of premiums has become the focus of the whole life insurance industry. Since 2010, Ping an Life Insurance Sichuan Branch (hereinafter referred to as Sichuan Company) has devoted itself to the research of the growth model of productivity per capita, that is, the research of service marketing model, once established, The production capacity of the sales force will be greatly improved and will lead the industry by a long distance. It will leave the competitors behind. It is vital to the future of the business team, to the sustained and stable development of Ping an Life, and to the embodiment of the core competitiveness of Ping an. Through the research of project management of service marketing, it is of great strategic significance to establish a new sales model, realize the increase of production capacity, and then realize the sustained and growth of business. Based on the case of Sichuan Company, data, the theory, technology and method of project management, this paper makes a project study on the implementation of service marketing in Sichuan Company, with the aid of project planning management and human resource management. The theory of project management, such as communication management, expounds the implementation of service marketing project in Sichuan company, describes the process and case analysis of service marketing project of Sichuan company by project evaluation, and finds out the existing problems and reasons. Put forward the improvement measures and suggestions, deeply study the process management of the project, adopt the matrix management mode based on the project responsibility system to construct the team organization, classify the project stakeholders, perfect the internal communication mechanism. This paper analyzes the advantages, disadvantages, challenges and threats of project implementation by using SWOT method. The research on project management of service marketing mode will ensure the successful implementation of the project and bring about a breakthrough in the company's performance and production capacity. Even bring the entire industry performance of the substantial improvement.
【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F842.3

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相關(guān)期刊論文 前1條

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