Research On The Marketing Strategy Of Taikang Life T-telemarketing Center

With the development of economy and the improvement of people's living standard,life insurance plays an increasingly important role in social economy and people's life.People's awareness and knowledge of life insurance are constantly enriched.More professional product introduction and more convenient purchase methods are more and more popular.The specialized life insurance telemarketing agencies send professional insurance services to customers by telephone,and win the recognition and choice of consumers and life insurance enterprises day by day with the advantages of more convenient,more professional and more secure.Compared with the mature life insurance telemarketing institutions abroad,the domestic start is relatively late,the level is relatively low,and the development is uneven.Especially since 2018,the supervision of the life insurance sales industry has become more strict,the era of homogeneous and inefficient expansion of the life insurance sales industry has ended,and the historical opportunity to win with high quality,high efficiency,standardized and convenient is coming,and the major life insurance telemarketing organization is facing a critical moment of reform,innovation and breakthrough.Taikang Life T-telemarketing center is a large-scale organization with a long time of establishment and complete management system.It is in the forefront of the development of life insurance telemarketing institutions.At the same time,it also faces many new problems and challenges with no precedent and unclear direction.It is very important for T-telemarketing center to grasp historical opportunities,continuously improve quality and upgrade,and achieve innovation and breakthrough.Based on the development of T-telemarketing center,this paper introduces the current situation of life insurance telephone sales market and the general situation of T-telemarketing center in detail according to the data obtained from literature inquiry,data analysis and on-the-spot investigation,analyzes the marketing environment of T-telemarketing center from four aspects of politics,economy,society and technology with PEST theory,and analyzes T-telemarketing center with The Marketing Theory of 7Ps.The current marketing situation of the sales center is comprehensively sorted out,the existing problems of the T-telemarketing center in five aspects of new customers,intended customers,transaction customers,customer experience,employee management are summarized,and the deep-seated causes of the problems are analyzed.Based on the analysis of the marketing environment,current marketing situation,existing problems and causes,using The Marketing Theory of 7Ps,from seven aspects of product strategy,price strategy,channel strategy,promotion strategy,personnel strategy,tangible display strategy and service process strategy,put forward the marketing promotion strategy of T-telemarketing center.Based on the data analysis and interview survey,this paper puts forward the marketing promotion strategy which is in line with the actual marketing situation of T-telemarketing center,in order to provide some guidance for T-telemarketing center to improve the marketing system,innovate the marketing management and realize the long-term development,at the same time,it also provides useful reference for the marketing development of other life insurance telemarketing agencies.