电话销售，是以电话为沟通手段的销售活动，是销售人员通过电话外呼联系客户， 并在电话线上介绍产品、销售产品。2003年，保险行业开始尝试电 话销售保险产品， 招商信诺人寿保险有限公司和中美联泰大都会人寿保险有限公司率先开展了电话销售业 务；2007年开始，各大保险企业纷纷开始抢占保险电话销售市场，电话 销售呈现快速 发展之势。随着社会的发展，大数据时代的到来，从2016年起，电话销售发展的步伐 变得缓慢，为了寻求新的增长点，各大保险企业纷纷主动提倡业务的创新，谋 求自我的 变革，提升保费的平台与客户的服务满意度。 本论文以阳光人寿保险电话销售渠道的背景为主，介绍了阳光人寿电话销售的发展 过程，并通过对阳光人寿电话销售渠道 在阳光人寿的重要性及内外部所处环境进行分析， 确定阳光人寿电话销售渠道转型的必要性和重要性，从而对转型后的业务发展模式进行 分析和研究，制定全新转型方略。新转 型方略是电话销售方式与其它业务模式进行互补， 整合银保、个险、经代、网销的资源，与电话销售模式相结合，打造全新立体电话销售 渠道。这种模式既整合了阳光人寿线上 线下的渠道优势、又节省了公司的成本支出、还 提升了客户的精准度和满意度，同时为公司创造高业绩的产出。本论文对立体电话销售 模式和操作流程进行了详细描述，确定立 体电话销售模式的可行性与有效性。这种立体 电话销售模式不仅紧密联系阳光人寿电销的实际情况，还增强了电话销售业务的综合能 力。 关键字：电话销售渠道转型渠道结合立 体电话销售 II ABSTRACT Tele-marketingismaketingconductedoveratelephone.Atelephonesalercallsacustomer formakingasalethroughintroducingandexplaningtheprducts.In2003,theinsurance industrybegantosellinsurancebytelephone,andXinnuoLifeInsuranceCo.,Ltd.and MetropolitanLifeInsuranceCompanytooktheleadinlaunchingatelephonesalesbusiness; Since2007,majorinsurancecompanieshavebeguntoseizetheinsurancetelephonesales market,andtelephonesaleshaveshownarapiddevelopment.Withthedevelopmentofsociety andtheadventoftheeraofbigdata,since2016,thepaceofdevelopmentoftelephonesales hasbecomeslow.Inordertoseeknewgrowthpoints,majorinsurancecompanieshavebegun toadvocatebusinessinnovationandseekself-transformation.Increasepremiumplatformand customerservicesatisfaction. Thispaper,basedonthebackgroundofthetelephonesaleschannelofSunshineLife Insurance,thedevelopmentprocessofthetelephonesalesofSunshineLifeInsuranceis introduced.Throughtheanalysisoftheimportanceofsunshinelifetelephonesaleschannelin sunshinelifeanditsenvironment,thenecessityandimportanceofthetransformationof sunshinelifetelephonesaleschannelweredetermined,andthebusinessdevelopmentmodel afterthetransformationwasanalyzedandstudied.Thispaperputsforwardaninnovative schemeofintegratingthedevelopmentoftelephonesaleschannelswithotherbusiness channels,integratingtheresourcesofsilverinsurance,insurance,economicservices,and onlinesales,combiningwithtelephonesales,andcreatinganewthree- dimensionaltelephone saleschannel.Thismodelnotonlyintegratestheonlineandofflinechanneladvantagesoflife insurancecompanies,butalsosavesthecostandexpenditureoflifeinsurancecompanies,and atthesametimecreateshighperformanceoutputforlifeinsurancecompanies.Inthispaper, thesalesmodeandoperationflowofstereotelephonearedescribedindetailtodeterminethe feasibilityandvalidityofstereotelephonesalesmode. KEYWORDS:Tele- marketingChanneltransformationChannelcombination Telephonysalesmodel 目录 摘 要.........................................................................................................................................I ABSTRACT.................................................................................................................................II 第一章研究绪 论........................................................................................................................1 选题背景及意 义...........................................................................................................1 国内外业务现 状...........................................................................................................4 1.2.1销售团 队............................................................................................................5 1.2.2销售系 统............................................................................................................8 1.2.3销售数 据............................................................................................................9 论文研究的方 法.........................................................................................................11 1.3.1拟采用的研究方 法...........................................................................................11 1.3.2研究技术路 线..................................................................................................12 1.3.3可行性分 析......................................................................................................13 案例选择和简 介.........................................................................................................14 1.4.1阳光保险集 团..................................................................................................14 1.4.2阳光人寿保险股份有限公 司..........................................................................14 第二章我国人寿保险电销模式及利 弊..................................................................................16 人寿电销模式概 述.....................................................................................................16 电销模式主要类 型.....................................................................................................18 2.2.1自建模 式..........................................................................................................18 2.2.2合作模 式..........................................................................................................18 2.2.3赠险模 式..........................................................................................................18 电销模式特征分 析.....................................................................................................20 电销模式存在问 题.....................................................................................................22 第三章阳光人寿电销的主要转型动 因..................................................................................25 阳光人寿的电销历史及现 状.....................................................................................25 3.1.1阳光人寿的电销历 史......................................................................................25 3.1.2阳光人寿的电销现 状......................................................................................27 3.1.3电销在阳光人寿的重要 性..............................................................................29 阳光电销的内外部环境分 析.....................................................................................33 3.2.1阳光电销的内部环境分 析..............................................................................33 3.2.2阳光电销的外部环境分 析..............................................................................34 阳光人寿电销的SWOT分析和核心竞争 力............................................................38 3.3.1寿险电话销售SWOT分 析.............................................................................38 3.3.2阳光人寿电销的核心竞争 力..........................................................................40 电销的主要转型动因分 析.........................................................................................42 第四章阳光人寿电销的创新与实践应 用..............................................................................44 阳光人寿电销转型的思 路.........................................................................................44 4.1.1电销转型势在必 行..........................................................................................44 4.1.2电销如何转 型？..............................................................................................44 构建新型的立体电销模 式.....................................................................