寿险公司个人营销队伍建设客户最终版815

-I-I摘要近几年来，随着中国经济的高速增长，寿险公司的业务取得了良好的业绩和高速的发展。但各公司同行业内的竞争也越来越激烈，各公司在多年发展后也遇到了发展的瓶颈，怎样在当前的环境下使销售业绩有进一步的增长，对各公司营销队伍提出了更高的要求和挑战。寿险公司与人们的保险息息相关，而营销队伍的建设对寿险公司的发展起着至关重要的作用，及时发现和解决在营销队伍建设方面所存在的一些问题，对于早日进入成熟的营销轨道意义重大。因此建立一支高品质、高绩效、高素质、忠诚度的个人寿险营销队伍，对寿险公司在今后日趋激烈的场竞争中发展壮大具有重要的意义，寿险公司营销队伍管理目前存在营销架构不合理、营销整体素质偏低、营销员与公司的行为目的不一致、营销员流失率高、营培训体系不健全等方面问题。因此，改变目前的管理模式，进行营销队管理的提升已迫在眉睫。本文正是基于这一点，对寿险公司的营销队伍建设进行了优化。本文通过对寿险市场相关情况的调查与分析，结合当今的市场争状况和入世后我国寿险发展的趋势，运用营销管理、服务营销、管理学销售管理、人力资源管理、活动管理理论等，针对寿险公司拥有的资源状况和各种影响因素，结合本人在寿险营销多年的管理经验对营销队伍的组织架构、招聘与选择、培训、活动管理等方面提出了一列参考方案。论文最后给出了在进行营销队伍建设方案的具体实施过程要注意的营销观念、营销培训、活动管理等相关注意要点。本文是针对寿险公司营销队伍建设进行研究，其成果对营销队伍建设具有极强的现实意义，对寿险公司营销队伍管规范化、科学化也具有一定的参考价值。关键词：寿险；营销队伍；建设-II-IIAbstractInrecentyears,withChina'srapideconomicgrowth,thelifeinsurancecompanybusinessachievedgoodperformanceandhighspeeddevelopment.Butcompaniesinthesameindustryisalsoincreasinglyfiercecompetition,thecompanyintheyearsofdevelopmenttoalsoencounterdevelopmentbottleneck.Howinthecurrentenvironmentofthesalesforfurthergrowth,thecompanymarketingteamhasputforwardhigherrequirementsandchallenges.Theinsurancecompaniesandthepeoplecloselyrelatedtothemarketingteam-buildingdevelopmentonthelifeinsurancecompanyplaysavitalroleintimelydetectionandresolutioninthemarketingrankssomeoftheproblemsthatexistfortheearlymatureintoasignificantmarketingtrack.Therefore,theestablishmentofahigh-quality,highperformance,high-quality,loyalty,personallifeinsurancemarketingteam,thefutureoflifeinsurancecompaniesintheincreasinglyfiercemarketcompetitioninthedevelopmentandgrowthofgreatsignificance.Thelifeinsurancecompanymarketingteammanagingexistingmarketingstructureisirrational,theoveralllowqualityofsalesandmarketingstaffisinconsistentwiththepurposeofthecompany'sbehavior,marketingstaffturnover,trainingcampsandotheraspectsofthesystemisnotperfect.Therefore,tochangethecurrentmodeofmanagement,marketingmanagementteamtoenhancethealreadyimminent.Thisarticleisbasedonthelifeinsurancecompany'smarketingranksoptimized.Thebasedonthelifeinsurancemarketsurveyandanalysisoftherelevantcircumstances,combinedwithtoday'smarketconditionsandcompetitionpost-WTOChina'slifeinsurancetrends,theuseofmarketingmanagement,servicesmarketing,management,salesmanagement,humanresourcemanagement,eventmanagementtheory,forlifeinsuranceThecompanyhasthestatusofresourcesandavarietyoffactors,combinedwithmymanyyearsinthelifeinsurancemarketing,marketingmanagementexperiencetotheteam'sorganizationalstructure,recruitmentandselection,training,eventmanagementandotheraspectsofareferenceprogram.Finally,thepaperduringthemarketingteam-buildingprogramsshouldpayattentiontothespecificimplementationofmarketingconcepts,marketing,training,eventmanagementandotherrelatedpointstonote.Thisisalifeinsurancecompanymarketingthebuildingforresearch,theresultsofthemarketingteam-buildingwithstrongpracticalsignificanceofthelifeinsurancecompany'smarketingmanagementteamstandardizedandscientificbutalsowithsomereferencevalue.Key-words:lifeinsurance;marketingteam;construction-III-III目录摘要.............................................................................................................................................IAbstract.......................................................................................................................................II目录...........................................................................................................................................III导论.............................................................................................................................................1第一章寿险个人营销队伍现状分析......................................................................3第一节营销队伍当前建设解析...................................................................................3第二节寿险营销队伍的建设管理现状.....................................................................5一、营销队伍现行营销架构....................................................................................5二、营销队伍人员基本状况....................................................................................5（一）寿险营销队伍整体素质现状分析.....................................................6（二）公司营销人员培训现状.......................................................................7第二章寿险个人营销队伍存在的问题及原因................................................9第一节内外部环境现状分析.......................................................................................9第二节营销队伍结构存在的问题............................................................................11第三节寿险队伍评价及激励措施存在的问题......................................................12第四节产生问题的深层次原因分析........................................................................13第三章寿险个人营销队伍建设的优化措施....................................................15第一节营销队伍组织结构的优化方案...................................................................15第二节营销队伍职责与分工的优化........................................................................16第三节业绩评价及激励措施优化............................................................................17第四节加快推动营销队伍建设的思考...................................