阳光人寿保险电话销售模式创新研究.pdf

摘 要 电话销售，是以电话为沟通手段的销售活动，是销售人员通过电话外呼联系客户， 并在电话线上介绍产品、销售产品。2003 年，保险行业开始尝试电话销售保险产品， 招商信诺人寿保险有限公司和中美联泰大都会人寿保险有限公司率先开展了电话销售业 务；2007 年开始，各大保险企业纷纷开始抢占保险电话销售市场，电话销售呈现快速 发展之势。随着社会的发展，大数据时代的到来，从2016 年起，电话销售发展的步伐 变得缓慢，为了寻求新的增长点，各大保险企业纷纷主动提倡业务的创新，谋求自我的 变革，提升保费的平台与客户的服务满意度。 本论文以阳光人寿保险电话销售渠道的背景为主，介绍了阳光人寿电话销售的发展 过程，并通过对阳光人寿电话销售渠道在阳光人寿的重要性及内外部所处环境进行分析， 确定阳光人寿电话销售渠道转型的必要性和重要性，从而对转型后的业务发展模式进行 分析和研究，制定全新转型方略。新转型方略是电话销售方式与其它业务模式进行互补， 整合银保、个险、经代、网销的资源，与电话销售模式相结合，打造全新立体电话销售 渠道。这种模式既整合了阳光人寿线上线下的渠道优势、又节省了公司的成本支出、还 提升了客户的精准度和满意度，同时为公司创造高业绩的产出。本论文对立体电话销售 模式和操作流程进行了详细描述，确定立体电话销售模式的可行性与有效性。这种立体 电话销售模式不仅紧密联系阳光人寿电销的实际情况，还增强了电话销售业务的综合能 力。 关键字：电话销售 渠道转型 渠道结合 立体电话销售 I ABSTRACT Tele-marketing ismaketing conducted over atelephone.Atelephone saler calls a customer for making a sale through introducing and explaning the prducts.In 2003, the insurance industry began to sell insurance by telephone, and Xinnuo Life Insurance Co., Ltd. and Metropolitan Life Insurance Company took the lead in launching a telephone sales business; Since 2007, major insurance companies have begun to seize the insurance telephone sales market, and telephone saleshave shown arapid development.With the development of society and the advent of the era of big data, since 2016, the pace of development of telephone sales has become slow.In order to seek new growth points, major insurance companies have begun to advocate business innovation and seek self-transformation. Increase premium platform and customer service satisfaction. This paper, based on the background of the telephone sales channel of Sunshine Life Insurance, the development process of the telephone sales of Sunshine Life Insurance is introduced. Through the analysis of the importance of sunshine life telephone sales channel in sunshine life and its environment, the necessity and importance of