The Research On The Telephone-Sale Channel In Marketing Strategy Of Taiping Insurance Hunan Electric Business Company

In recent years,the marketing mode of the insurance market has been developed in the way of personal marketing to the popularity of telephone marketing.Taiping Insurance Hunan electric business company is a subsidiary of TaiPing insurance group.After 5 years of development,we had achieved good results in Hunan insurance market.But our marketing concept and marketing model is too traditional,the high demand for customer groups and the insurance product is too less' we find problems frequently in the process of insurance marketing.For example,the experience of the product is too less.The method of marketing is lagging behind,and low customer loyalty.Faced with the background our country is vigorously promoting commercial insurance into every family.If our company wants to grow,we need to change the traditional insurance marketing strategy,to adapt to the new marketing environment and the changes in the development of the situation,we have to find out the insurance marketing strategy which suit the development of the insurance industry and can be effective implementation at the same time.This article is based on the study of the telemarketing of Taiping Insurance Hunan Electric business company.We studied its marketing strategy deeply.We use PEST analysis and competitive environment analysis.We find our opportunities and threats.And we research our present situation and resource.We clear our strengths and weaknesses.We through the SWOT analysis determine the direction of decision-making.We find the main problems in our telemarketing are:the customer experience in telemarketing is too small;the target customers of telemarketing are not clear;the system can't support the marketing team now.Based on the above analysis,we confirm that the target market is the high quality of the customers at the center of the high-end market.According to analysis,we redesign the product strategy,promotion strategy,pricing strategy,channel strategy.Last,we put forward safeguard measures to protect that the new marketing strategy can be successfully implemented.The above research conclusion based on the insurance telephone market in Hunan,it has objective describes the problem of the marketing strategy and the real environment,and it can effectively guide the company in the telephone marketing business.It summarizes the effective work experience before,it solve a lot of long-term problems in the process of marketing strategy before,also is able to form and perfect the marketing operations,and it can guide the future develop of the telephone market and the actual operation.