The Research Of Telemarketing Optimizing Project In PingAn Life Insurance Company

With the high-speed development of decades and increase of competitors,the Life insurance business in China is now facing the similar products,extensive marketing projects,fiercer competition and the change of customer's behavior.Therefore more and more insurance companies are seeing the bright future in the new market model of telesales.In 2013,about 20 life insurance companies are running telemarketing business.The total income of premium has reached 10 billion Yuan,which is 25%year-on-year growth.That makes the telemarketing become the fastest channel of the whole life insurance business.The PingAn Life Insurance Company,which takes a significant share of the life insurance telesales market,has encountered many management problems along with its development,such as the decrease of sale ratio,the decline of customer's satisfaction,and the higher running cost.The solution of these problems is fatal to the company business.So here we are researching the life insurance telemarketing model and presenting some experience for future management in this business.Life insurance is a special financial product.The need of costumers to life insurance is realizing it can solve some potential problem,which is based by their individual social characters and the related responsibility.In short,the life insurance is the guarantee of costumers proving their social responsibility.This paper states the basic models of costumer's behaviors,to study the process of purchase decision,the factors which affect purchase,and the identification of purchase behavior.To centralize the target costumers of Pingan Life Insurance Company to 4 groups:career beginners,new weds,new parents,and mid-agers.Use marketing research to precise the different insurance demand of different customers' group.Based on the result of market research,and by the analyze the trend of Chinese life insurance development,combined with the situation of Pingan Insurance Company,then we come to the conclusion that telemarketing,with its high sales efficiency,controlled sales process and sharing customers' resource,suits the future direction of Pingan Life Insurance Company.Compared with the 4Ps method of marketing in analyzing the traditional sales model of product-centered,using the 4Cs method and customers' behavior method,concluded the optimized solution of "product + market + service".Turn one product to many varieties of products,to come with the diversified and marketization demands of nowadays customers.Turn the product-centered marketing to customer-centered marketing,and using the data-marketing method to carry the experiment of analyzing customer information and behavior to improve the sales.And at last for the service,propose the method of part-service to packed-up-service,using new technical such as mobile internet to improve the customer's sensitivity.The plan implementation is expounded in organizational structure,informatization and employee training.This paper adopts the combination of theory and practice,and it has some reference value of improving the management of domestic life insurance telemarketing business.