寿险营销的创新战略——数据库营销

The innovation strategy for life insurance distribution-data bank distribution

客户是企业的生命,也是企业唯一诉求的目标。开拓新客户,服务老客户,培养长期的忠诚的客户群,这是企业的价值所在。目前,寿险营销的核心问题就是客户问题。以代理人为主体的行销过程中,存在着准客户积累不足、新客户开拓不足、老客户留存不足、忠诚客户沉淀不足的问题。本文提出了数据库营销的创新战略,从根本上解决了服务客户时的"找不到、找不好、留不住"的核心问题。

Clients are the life line of enterprises, and the only targets that enterprises try to appeal. Tapping new clients, serving existing clients, and cultivating long-term loyal clients are where the value of the enterprise lies. The current core issue for life insurance sales is centered on client resources. In the life insurance sales, mainly through individual insurance agents, there are the problems of insufficient accumulation of prospective clients, inadequate development of new clients, low retention of existing clients, and weak cultivation of loyal clients. The paper put forth the innovative data bank distribution strategy,which can solve the key problem of ＂cannot find clients, cannot find good clients and cannot retain clients＂.