新加坡大东方人寿保险有限公司营销体系的分析及的研究.docx

新加坡大东方人寿保险有限公司营销体系分析与研究摘要在我以往接触营销培训事业中，我从书本上读到很多有关销售行为的知识，这些知识不外是寻找客户、准备接触客户、开始接触客户、与客户进行各种沟通和互动的方法，一直到客户觉得企业提供的产品和服务对他有价值，然后才产生实际的购买行为，交易才算成功。但在许多时候，真正面对销售过程时，不难发现，书上所学的知识很难落实，一切行动都凭感觉去做。营销管理是不能凭感觉处理的，它应该有一套体系，把销售行为的工作概念和管理过程，由不同原则方式相互连接在一起，组成体系，然后落实的工作，达到真正的目的。本人根据在学校所学的知识，以大东方人寿保险有限公司为案例，先从公司的营业状况，区域发展，透过人力资源分配、利用高科技支援技术、高水准的客户服务原理以及营销系统的理论，来探讨如果企业仍然要继续大展宏图，企业应进一步理顺营销体系，把整体营销的概念贯彻到公司整个营销体系的每一个层面、每一个员工，使实现公司的营销战略成为公司每个员工的自觉行动。全文分成四个部分，第一部分介绍公司背景；第二部分分析公司营销体系现状；第三部分剖析存在问题；第四部分提出解决方案；第五部分研究结论。关键词：营销体系人寿保险分析研究The Analysis and Research on Marketing System of SingaporeGreat Eastern Life Assurance Company LimitedABSTRACTI have conducted sales training in the past. However， to equip myselfwith better knowledge for a more effective training， I have taken the effortto read up vastly， especially on sales techniques and management.The knowledge and findings I gained from reading can be summed up asfollows: Sales are usually confined to only prospecting; be in touch withclients; communication and get connected with prospects. Only uponrealizing and acknowledging the value of the products will prospects take thenecessary action to buy the product， before the deal can be closed.In the real world， sales is not just simply following the normal salescycle as mentioned in the books. It requires understanding the client’semotions too.In sales management， it is also not feasible to just based on emotions tosell; more is required to close a sale. Essentially sales management alsoinvolves having a good sales strategy， combined with a good sales conceptand an effective sales management process. In addition， a sales plan has tobe established before the sales can be closed and results generated.I am taking Great Eastern Life Assurance Company Limited as a casestudy. My approach will be to:1) First， look into the company’s corporate background;2) Its development and its expansion into regional markets， through thetapping of human capital resources， advance IT technology， and highquality c