论寿险电销渠道保护性开发-金融学专业论文.docxVIP

中文摘要 寿险电销虽然在中国起步晚，但由于保费揽收快，有利于快速积累客户,因此深受 寿险公司青睐，截至 2013 年底，中国寿险市场已有多达 26 家寿险公司相继进入。然而， 寿险电销也象一把“双刃剑”，虽然保费规模上存在明显优势，但发展的过程中已经暴 露出很多问题，导致一些公司的电销渠道难以为继。诸如，经营管理水平低，销售人员 频繁流动，销售误导问题严重等。当然，各家保险公司也在着力解决这些问题，内部运 营的各项规章制度在不断完善。此过程中，监管的规范与关注也逐步在加强。这种变化 对于寿险电销的健康发展都是非常有利的。本文从寿险电销渠道经营过程中遇到的现实 问题入手，探讨了目前寿险电销渠道所面临困境与机遇，结合寿险电销的国际经验，对 我国寿险电销渠道如何健康运营进行了积极的探索。具体来看，寿险电销的保护性开发， 从宏观角度看，需要建立寿险电销市场的准入及退出机制，并规范行业的自律规则；通 过营造良好的市场秩序，保证市场的有序经营；大力治理销售误导，树立良好的行业形 象；推进产品的多元化，提高对消费者的适应性。从微观角度看，寿险电销企业应通过 建立科学高效的系统支持；严谨规范的培训体系；合理科学的数据分配与管理；严格的 品质管理与监听机制；具有激励性的薪资政策；专业的后援落地服务；以及强有力的企 业文化凝聚的营销团队，寿险电销企业只有这样，最终才能成为市场竞争中的胜者。 关键词：寿险电销，有序经营， 开发 Abstract Although life insurance telemarketing started late in China , as many as 26 insurance companies has been attracted to open their telemarketing channel in succession, with its obvious advantage of accumulating customers and its fast-receive premium. Like double-edged sword , insurance telemarketing has exposed many problems during its development, meanwhile the premium scale has its clear superiority. Low management level resulted in hard operation; and sales staff flowing frequently ， even misleading sales. Absolutely, the insurance companies are also developing various efforts to solve these problems. Various rules and regulations has been constantly replenished, and regulatory attentions on telemarketing sales are gradually improved as well. All of these actions are very useful for the life insurance healthy development. Started from the practical problems, the article discusses the current dilemmas and opportunities confronted by this channel, and probes the healthy operation in life insurance telemarketing combined with that of international experiences to break through dilemmas. The article presents the importance of protective development of this channel from two aspects: One is from the macro perspective, it needs to establish a mechanism of accessing and exiting the life insurance telemarketing, and to set up the industry’s self-regulatory rule