中国人寿衢州分公司营销队伍产能提升研究.pdfVIP

要 中国人寿衢州分公司以“规模效应为战略核心，以分红型、储蓄型产品为主 导”的营销战略。主要营销特征：单一、片面、无差异的激励措施、产品策略和 管理手段造成当前在人力资 、商品资 和客户资源三个方面都出现了问题。 在人力资源上出现队伍人力结构失衡、队伍低绩效群体居多、队伍人员大进 大出；在商品资 上出现商品构成单一、险种结构失衡、业务大起大落；在客户 资源上出现产品导向强盛、市场细分模糊、资源闲置严重。 过去依靠较少数高手、依靠高物质刺激、依靠新产品拉动、依靠说明会推动、 依靠集中式增员来推动业务发展的营销举措，造成低绩效群体人数逐渐增多、中 绩效群体活动意愿下降、高绩效群体推动难度增大、各主管群体管理效能弱化。 针对这一状况，如何依靠提升内涵品质来推动团队产能结构优化、促进各层 管理资源整 、实现业务人力协调并进、提升队伍持续发展后劲已是一项急需研 究的课题。 本文在营销差异化经营人本管理理论及二八定律的基础上提出了“532”经营 策略，其核心要义是差异化经营，就是以人力资 的经营为核心和关键，统筹商 品资 、客户资 和推动措施，分类指导、分层推进、整体提升，使目标设定和 经营管理既有综合性，又有针对性，既有标准化，又有差异化，进而提升队伍层 级产能。 关键词： “532”经营 差异化经营措施 经营绩效评估 成功创富体系 1 Abstract In China Life Quzhou Branch Company ,scale effects are used as strategy core and drawing dividends stytle as well as deposit style products are the leads,this is our marketing strategy .The main marketing characteristic is :Inspiriting measurements are sole, one-sided and non-difference , and so are product strategy and management tools. Because of these, we ve had some problems in the human resources, the commodity resources and the customer resources. For the human resources, the structure is unbalanced , low- performance group occupies most. Many marketing personnel go away immediately after they join the company. For the commodity resources, we have the sole, unbalanced products, marketing rises and falls rapidly. For the customer resources, products are usually taken as the guidance, The market segmentation is fuzzy, the resource is wasted seriously. In the past, we can improve our business depending on minority master, high material rewards, new products, conferences and central manpower increasing .But in the same time , there are more and more personnel coming into the low- performance gro