| Telephone sale, as the emerging sale channel for vehicle insurance, started late in China. From2007to the end of2013, the market of vehicle insurance by telephone sale in China has changed radically. With the advantage of lower cost on operation and intermediate channel, telephone sale is becoming an important channel to improve profitability for property insurers. By the end of2013, Chinese vehicle insurance market by telephone sale is over100billion yuan. With the cake of the market becoming bigger, the competition is getting intense. There are24insurance companies operating electric pin throughout the industry to November2013. And45%auto insurance business have conducted telephone sale. Furthermore, the market share of these business is up to96percentage, which is to say, they have occupied the most of automobile insurance market. On the other hand, the first batch of property insurers conducted telephone sale are confronted with a series of problems, such as the slowdown in the premium scale growth, large increases in cost and unfair competition, which is to say that development bottleneck has appeared, the breakthrough and transformation are needed immediately.This paper chooses typical property insurers A as the example of the vehicle insurance telemarketing. It will begin with the analysis on A’s overall operating conditions by using five years operating data, which includes two aspects. The first is about the premium scale and growth. The second is about structure of A. The result shows that A has been into the development bottleneck from2011, and the overall premium growth rapidly declined even to the negative rate, which is lower than the growth of national auto insurance market. As for the structure of A, the premium scale of pattern OB overtook the pattern OB and IB in2011, which changes the development focus of enterprises and make it seek to abandon the extensive mode on the law of large numbers in the past.Then three patterns OB, IB, XB will be dissected by analyzing a number of operational data and operation process in detail. The driving factor of each mode of premium scale will be the focus on this study. The conclusion about development bottleneck is as below:(1) The pattern OB——the list resources had severe attenuation; the segmentation rules of the list ignored the discrimination of customers’ risk attribution; a high degree of homogeneity of products and so on.(2) The pattern IB——the low efficiency of traditional advertising; a large call interception amount in advance and so on.(3) The pattern XB——the premium renewal rate was difficult to improve chronically under the influence of vicious competition among peers, attenuation of each renewal fee, imperfection of technical and service and so on.At last, this paper puts forward A’s direction of development and transformation by comprehensive analyzing.(1) Strengthen cooperation with upstream and downstream enterprises, and develop differentiation cooperation with peers.(2) Change simple and extensive price competition into technology-heavy competition on technology and service.(3) Coordinate e-marketing insurance sale with the traditional channel and the newest channel such as network, reduce internal competition, stress the status of vehicle insurance by telephone sale as the "intermediate channel". Meanwhile, a series of measures such as carve out resources of OB list, cross selling, the KYC project, points system, integration platform of telephone are put forward to push the reformation. |
PDF Full Text Request