Telephone Marketing Research On Organization And Process Design Of Hunan Branch Corporation Of Taiping Life Insurance CO. LTD

This paper mainly studies on Telemarketing, the innovative marketing modelwhich recently Taiping Life Insurance Company Limited Hunan Branch has beenadopted.On the first part, the essay expounds the background and significance of theresearch, presenting the connotation, development background, characteristics, scale,pattern classification and research status of Telemarketing and InsuranceTelemarketing both at home and abroad.Then through survey and qualitative analysis, mass data related to the progress ofdomestic telemarketing business and of the telemarketing mode in Taiping Life HunanBranch are collected to fully indicate the growth features, staff constitution,management structure, customer orientation, product development, businessconditions and other issues of it. At the same time, analyzing the environment ofpolitics, economy, social culture and technology faced with the telemarketing mode inTaiping Life Hunan Branch, the ascendancy, disadvantage, opportunity and threatduring the evolvement of it are revealed. All aboved leads up to the realistic problemsand developing dilemma confronting the telemarketing mode of Taiping Life HunanBranch which defines the field and heart of the thesis.Furthermore, this paper uses empirical approach to optimally design sevenaspects of the telemarketing mode in Taiping Life Hunan Branch including the mainprocess, organization reconstitution, segmentation of target customers, product,database, auxiliary process and talent construction.Then the comprehensive scientificverification is applied to those optimally designed processes in different practicableoperation.Summarizing the experience gained in the practical manipulation oftelemarketing processes optimally designed by Taiping Life Hunan Branch, this paperdraws a conclusion that in order to realize the rapid growth of telemarketing inTaiping Life Hunan Branch, it is urgent to improve the corporate culture, set up themanagement thinking of people-oriented, advocate the service concept of entireworkforce, establish the evaluation system and incentive mechanism of telemarketing,provide customer service of telemarketing, enhance customer loyalty, build aneffective evaluation system of telemarketing mode and take a series of supporting measures. Based on the native insurance telemarketing of Hunan, these conclusionsreflect the real environment and problems objectively facing by Taiping Life HunanBranch, provide guidance of the telemarketing development effectively, summarizethe useful experience of previous work and solve a lot of long-term problems in theprocess of actual operations, thus providing operating instructions with combinationsof theory and practice.