论保险电销渠道与传统渠道的整合

The integration of the tele-sales channel and traditional channels for the insurance industry

在保险产品日趋同质的背景下,保险营销渠道成为国内保险公司竞争的焦点。与传统渠道相比,保险的电销模式具有不同于传统渠道的特征,电话销售渠道正在快速地发展。目前电销渠道与传统渠道的隔绝产生了矛盾,造成保险公司资源的浪费,也不利于电销模式的持续健康发展。未来的发展趋势必然是各种销售渠道的整合,本文进一步提出了电销渠道与其他渠道有效整合的具体思路。

Distribution channel is becoming the focus of competition among Chinese insurance companies due to the homogeneity of insurance products. Compared with the traditional channels, tele-sales channel has different characteristics and is developing rapidly. Currently, the tele-sales channel is insulated from the traditional channels,which has led to a waste of resources and some channel conflicts. This is not in the interest of the sustainable development of the tele-sales channel. The future trend is to integrate all the channels. The paper suggested some specific measures for effectively consolidating the tele-sales channel with other channels.