我国保险电话营销的现状和未来发展趋势

Current Situation and Trend of Telemarketing of Domestic Insurance Industry

摘要: 电话销售模式是当今保险行业的重要销售渠道之一，经过在我国多年的发展，保险电销模式充分展现了其自身的特点。本文将基于对电话销售的优缺点的分析，研究保险电话营销这一渠道的现状和未来挑战，并探讨它与网络销售相结合的未来发展新模式。通过对三家保险公司和一家保险中介机构的电销业务员进行的问卷调查和数据分析，一方面，我们总结出电销渠道高效便利的优势；另一方面，我们从从业人员这一角度出发，概括由于从业人员各方面的不足带来的电销渠道的局限性。虽然有诸多局限，电销渠道一定时间内仍是保险销售的重要渠道，在未来将会与网络营销齐头并进，以不同产品销售渠道分化的模式共存。

Abstract: Telemarketing is one of the most important sales channels among insurance sector. With an ade-quate development in China, telemarketing shows its own features. Based on the analysis of tele-marketing’s strength and weakness, we try to figure out the status quo and the future challenges of telemarketing, and come up with a brand new development model in which telemarketing coo-perates with network marketing as well. Through questionnaires to employees engaging in tele-marketing activities from 3 insurance companies and an insurance intermediary, we find that the benefits of telemarketing are high efficiency and convenience. On the other hand, we focus on the qualification of insurance phone salesmen, and summarize the telemarketing’ weakness result from the deficiencies of phone salesmen’s abilities, skills and knowledge. Even though telemarketing has many disadvantages, it is a significant sales channel of insurance in a short time. In future, telemarketing will go hand in hand with online marketing, which can differentiate the sales channels of different product.