构建与市场竞争战略相适应的团体保险业务体系.pdfVIP

构建与市场竞争战略相适应的团体保险业务体系 姜涵予 （泰康人寿保险股份有限公司，北京 100031） ［摘要］目前，团险业务竞争趋势是“产品+服务”时代到来、市场细分的营销竞争格 局形成、中介经纪机构的营销市场份额迅速增加、市场定位与团险业务竞争战略广泛应用。 团险市场竞争战略主要有成本领先营销策略、差异性市场营销策略、集中性市场营销策略。 团险业务销售渠道主要分为直销、交叉销售、中介和经纪。团险业务由于产品与服务的日益 丰富与复杂，保险公司要获取利润和竞争优势，必须进行成本管理。按照团险市场竞争战略， 进行团险业务体系构建，在执行层面的具体实施和实现组织结构的最优化方面，应具备专业 的市场开发功能；具备设立区域化的团险业务体系能力；实施模式化的业务工作流程；建立 独立的业务管理队伍及业务管理分权机制；建立独立的客户服务体系与平台。 ［关键词］团险业务；竞争战略；业务渠道；成本管理；市场开发；管理机制 ［中图分类号］ F840.4 ［文献标识码］ A ［文章编号］1004-3306（2006）10-0041-03 Abstract： To generalize on the trend of competition in group insurance, we’ d like to say that the era of “product + service” has set in, the distribution competition structure characterized by market segmentation has come into being, the market share of intermediaries is quickly expanding, and strategies on market positioning and group business competition have being widely used. The competition strategies for group insurance business are mainly cost control 　 priority in distribution, differentiated market distribution and centralized distribution. The distribution channels for group business are direct sales, cross　selling, agencies and brokerages. Due to growing diversification and sophistication of group insurance products, cost control is vital for insurers to make profit and have competitive advantage. To construct the group business system in line with the market competition strategy, actual implementation on the execution level and optimization of organization structure should ensure the existence of specialization in market development, the capability of building a regional business development system, the application of a modulated business processes, establishment of independent business management teams and clear definition of their respective a