A Case Study Of Taiping Life Insurance Company

The fast development of internet finance has provided powerful support for insurance industry. It is necessary for traditional insurance industry to adapt to the developing trend of financial industry and accelerate innovation. By applying emerging technology such as Internet +, Big Data, Cloud Computing and Online Payment, insurance industry can optimize it’s structure, enrich the mode of expanding service, and boost market competitiveness of insurance companies.Focusing on the problems in the transformation of Taiping Life Insurance Company’s telemarketing, taking the current development status quo of insurance telemarketing and internet marketing as the basis, analyzing the competition situation of Taiping Life Insurance Company’s telemarketing and the causes of the bottlenecks in developing telemarketing, and using related theories of enterprise transformation, this paper studies how to transform the company’s telemarketing and remodel it’s competitive advantages by integrating telemarketing with internet insurance business and finally put forward the plan for telemarketing transformation.The main body of the paper falls into two parts: the case introduction and analysis. Part one introduces the background of insurance telemarketing industry and Taiping Group Company, and a brief survey of the development of telemarketing and internet marketing is provided as well. Part two centers on the detailed analysis of the necessity of telemarketing transformation and business requirements after the transformation based on related theories of enterprise transformation. On the basis of the detailed analysis, the paper presents a concrete plan for the integration of telemarketing and internet marketing, and also explains the operation mode and process after the transformation to ensure the feasibility and effectiveness of the plan. The transformation plan conforms to the developing trend of modern insurance industry and therefore will strengthen the competitiveness of Taiping telemarketing.Through intensive study, this paper can stimulate the development of Taiping Life Insurance Company’s telemarketing and the construction of the integration system of telemarketing and internet marketing for the group company.