一、品種創新營銷

人壽(shou)(shou)保險(xian)(xian)(xian)(xian)具有較強的(de)(de)儲(chu)蓄功能，同(tong)時合同(tong)期限較長，經營(ying)易受利率風險(xian)(xian)(xian)(xian)、通脹風險(xian)(xian)(xian)(xian)等(deng)(deng)因素影響，其應(ying)該(gai)也(ye)易于不(bu)(bu)斷開發(fa)新產(chan)(chan)(chan)品，以(yi)迎合消(xiao)(xiao)費者(zhe)多(duo)樣化(hua)(hua)的(de)(de)需(xu)求。需(xu)求和產(chan)(chan)(chan)品的(de)(de)多(duo)樣化(hua)(hua)，勢(shi)必對其宣傳力度(du)提出(chu)更(geng)(geng)高的(de)(de)要求，因為只有使得消(xiao)(xiao)費者(zhe)了(le)解其多(duo)樣化(hua)(hua)的(de)(de)產(chan)(chan)(chan)品，例如人壽(shou)(shou)保險(xian)(xian)(xian)(xian)不(bu)(bu)僅包(bao)括(kuo)死亡險(xian)(xian)(xian)(xian)還包(bao)括(kuo)生存險(xian)(xian)(xian)(xian)，終身壽(shou)(shou)險(xian)(xian)(xian)(xian)又可分為分紅(hong)壽(shou)(shou)險(xian)(xian)(xian)(xian)和不(bu)(bu)分紅(hong)壽(shou)(shou)險(xian)(xian)(xian)(xian)等(deng)(deng)等(deng)(deng)，才能使消(xiao)(xiao)費者(zhe)更(geng)(geng)好地找到適合自己的(de)(de)產(chan)(chan)(chan)品，實現挖掘潛(qian)在(zai)客戶和潛(qian)在(zai)需(xu)要的(de)(de)營(ying)銷目標。

二、人性化營銷

看過(guo)一(yi)篇文(wen)章，作(zuo)者的(de)(de)(de)(de)小(xiao)女(nv)兒趴在(zai)(zai)(zai)爸爸膝蓋(gai)上，很(hen)認真(zhen)地對他(ta)講，“爸爸，我(wo)愛你！你永遠(yuan)不離開(kai)(kai)我(wo)，我(wo)就不離開(kai)(kai)你！”，作(zuo)者聽了(le)心里一(yi)驚，以前一(yi)直(zhi)有(you)買保(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)的(de)(de)(de)(de)打算(suan)，但由(you)于各種原因(yin)一(yi)直(zhi)耽(dan)擱，從此他(ta)每年(nian)都會為(wei)全(quan)家人(ren)(ren)(ren)(ren)(ren)(ren)(ren)(ren)(ren)買份保(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)。真(zhen)的(de)(de)(de)(de)，一(yi)直(zhi)認為(wei)人(ren)(ren)(ren)(ren)(ren)(ren)(ren)(ren)(ren)壽(shou)(shou)(shou)(shou)保(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)很(hen)有(you)人(ren)(ren)(ren)(ren)(ren)(ren)(ren)(ren)(ren)情(qing)味(wei)，購買人(ren)(ren)(ren)(ren)(ren)(ren)(ren)(ren)(ren)壽(shou)(shou)(shou)(shou)保(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)的(de)(de)(de)(de)人(ren)(ren)(ren)(ren)(ren)(ren)(ren)(ren)(ren)也必定很(hen)愛家，很(hen)有(you)責(ze)任心，不僅在(zai)(zai)(zai)世時照顧家人(ren)(ren)(ren)(ren)(ren)(ren)(ren)(ren)(ren)，還(huan)會考慮老年(nian)時的(de)(de)(de)(de)生(sheng)(sheng)計（生(sheng)(sheng)存險(xian)(xian)(xian)(xian)(xian)(xian)），離去后(hou)對家人(ren)(ren)(ren)(ren)(ren)(ren)(ren)(ren)(ren)的(de)(de)(de)(de)牽掛(gua)（死亡險(xian)(xian)(xian)(xian)(xian)(xian)）——人(ren)(ren)(ren)(ren)(ren)(ren)(ren)(ren)(ren)壽(shou)(shou)(shou)(shou)保(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)被(bei)保(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)人(ren)(ren)(ren)(ren)(ren)(ren)(ren)(ren)(ren)大(da)多(duo)指定家人(ren)(ren)(ren)(ren)(ren)(ren)(ren)(ren)(ren)為(wei)受益人(ren)(ren)(ren)(ren)(ren)(ren)(ren)(ren)(ren)。人(ren)(ren)(ren)(ren)(ren)(ren)(ren)(ren)(ren)壽(shou)(shou)(shou)(shou)保(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)和(he)財產(chan)保(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)最(zui)大(da)的(de)(de)(de)(de)區別可能(neng)就在(zai)(zai)(zai)于此吧，財產(chan)保(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)的(de)(de)(de)(de)保(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)標的(de)(de)(de)(de)是(shi)(shi)物，而(er)(er)人(ren)(ren)(ren)(ren)(ren)(ren)(ren)(ren)(ren)壽(shou)(shou)(shou)(shou)保(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)以人(ren)(ren)(ren)(ren)(ren)(ren)(ren)(ren)(ren)的(de)(de)(de)(de)生(sheng)(sheng)命作(zuo)為(wei)保(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)標的(de)(de)(de)(de)，生(sheng)(sheng)命之(zhi)與(yu)物，對我(wo)們(men)(men)(men)有(you)更為(wei)特殊的(de)(de)(de)(de)意(yi)義。因(yin)此，人(ren)(ren)(ren)(ren)(ren)(ren)(ren)(ren)(ren)壽(shou)(shou)(shou)(shou)保(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)在(zai)(zai)(zai)營(ying)銷過(guo)程(cheng)中(zhong)，更要注意(yi)在(zai)(zai)(zai)情(qing)字(zi)上下(xia)功(gong)(gong)夫，要有(you)人(ren)(ren)(ren)(ren)(ren)(ren)(ren)(ren)(ren)情(qing)味(wei)，以情(qing)動人(ren)(ren)(ren)(ren)(ren)(ren)(ren)(ren)(ren)，拉(la)近與(yu)消(xiao)費者的(de)(de)(de)(de)距(ju)離。中(zhong)國(guo)人(ren)(ren)(ren)(ren)(ren)(ren)(ren)(ren)(ren)壽(shou)(shou)(shou)(shou)的(de)(de)(de)(de)廣告(gao)《屋(wu)檐(yan)篇》在(zai)(zai)(zai)這方面就做(zuo)得(de)相當成功(gong)(gong)。以幾(ji)個小(xiao)學生(sheng)(sheng)在(zai)(zai)(zai)屋(wu)檐(yan)下(xia)躲雨，年(nian)輕(qing)的(de)(de)(de)(de)戀人(ren)(ren)(ren)(ren)(ren)(ren)(ren)(ren)(ren)和(he)搖椅上的(de)(de)(de)(de)祖孫二人(ren)(ren)(ren)(ren)(ren)(ren)(ren)(ren)(ren)在(zai)(zai)(zai)雨中(zhong)的(de)(de)(de)(de)屋(wu)檐(yan)下(xia)愜(qie)意(yi)的(de)(de)(de)(de)生(sheng)(sheng)活為(wei)主畫面，使(shi)中(zhong)國(guo)人(ren)(ren)(ren)(ren)(ren)(ren)(ren)(ren)(ren)壽(shou)(shou)(shou)(shou)在(zai)(zai)(zai)中(zhong)國(guo)人(ren)(ren)(ren)(ren)(ren)(ren)(ren)(ren)(ren)的(de)(de)(de)(de)身邊，一(yi)直(zhi)默默關(guan)心與(yu)呵護的(de)(de)(de)(de)感覺(jue)完全(quan)呈現在(zai)(zai)(zai)片子中(zhong)。同(tong)時，屋(wu)檐(yan)是(shi)(shi)家的(de)(de)(de)(de)象征(zheng)，這一(yi)廣告(gao)讓我(wo)們(men)(men)(men)不由(you)得(de)想起(qi)家，想起(qi)家人(ren)(ren)(ren)(ren)(ren)(ren)(ren)(ren)(ren)，想起(qi)他(ta)們(men)(men)(men)如同(tong)屋(wu)檐(yan)般(ban)在(zai)(zai)(zai)生(sheng)(sheng)活中(zhong)、精神上為(wei)我(wo)們(men)(men)(men)遮風(feng)擋(dang)雨，溫暖(nuan)感、親切(qie)感、責(ze)任感油然而(er)(er)生(sheng)(sheng)。通過(guo)這一(yi)廣告(gao)，中(zhong)國(guo)人(ren)(ren)(ren)(ren)(ren)(ren)(ren)(ren)(ren)壽(shou)(shou)(shou)(shou)成功(gong)(gong)地走進消(xiao)費者心中(zhong)，達到(dao)了(le)營(ying)銷目的(de)(de)(de)(de)。由(you)于人(ren)(ren)(ren)(ren)(ren)(ren)(ren)(ren)(ren)壽(shou)(shou)(shou)(shou)保(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)目標客戶具有(you)廣泛性(xing)、分散性(xing)、長(chang)期性(xing)，加(jia)之(zhi)人(ren)(ren)(ren)(ren)(ren)(ren)(ren)(ren)(ren)壽(shou)(shou)(shou)(shou)保(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)本身人(ren)(ren)(ren)(ren)(ren)(ren)(ren)(ren)(ren)情(qing)味(wei)比(bi)較(jiao)重，直(zhi)接打交道的(de)(de)(de)(de)上門推(tui)銷更易于在(zai)(zai)(zai)人(ren)(ren)(ren)(ren)(ren)(ren)(ren)(ren)(ren)壽(shou)(shou)(shou)(shou)保(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)本身功(gong)(gong)能(neng)和(he)人(ren)(ren)(ren)(ren)(ren)(ren)(ren)(ren)(ren)們(men)(men)(men)心態兩方面與(yu)客戶溝通，使(shi)其不僅是(shi)(shi)一(yi)種當前推(tui)銷過(guo)程(cheng)，同(tong)時是(shi)(shi)保(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)公(gong)司整體形象的(de)(de)(de)(de)宣傳，使(shi)人(ren)(ren)(ren)(ren)(ren)(ren)(ren)(ren)(ren)們(men)(men)(men)了(le)解(jie)該(gai)公(gong)司、了(le)解(jie)其產(chan)品、擴大(da)公(gong)司影(ying)響，更是(shi)(shi)對保(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)尤其是(shi)(shi)人(ren)(ren)(ren)(ren)(ren)(ren)(ren)(ren)(ren)壽(shou)(shou)(shou)(shou)保(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)消(xiao)費理念的(de)(de)(de)(de)培養過(guo)程(cheng)，從而(er)(er)更好(hao)地挖掘(jue)潛在(zai)(zai)(zai)客戶、培養長(chang)期客戶，為(wei)公(gong)司長(chang)遠(yuan)發(fa)展(zhan)鋪平道路。

三、建(jian)立完(wan)善的網上(shang)營銷(xiao)體系

現(xian)在已是(shi)(shi)網(wang)(wang)(wang)(wang)(wang)(wang)(wang)(wang)絡(luo)知識經濟時代，網(wang)(wang)(wang)(wang)(wang)(wang)(wang)(wang)絡(luo)的(de)(de)運用也越來(lai)越廣(guang)(guang)泛。保(bao)(bao)險(xian)網(wang)(wang)(wang)(wang)(wang)(wang)(wang)(wang)絡(luo)營(ying)銷(xiao)(xiao)就是(shi)(shi)保(bao)(bao)險(xian)公司(si)以(yi)(yi)現(xian)代營(ying)銷(xiao)(xiao)理論(lun)為基礎，利(li)(li)用因特網(wang)(wang)(wang)(wang)(wang)(wang)(wang)(wang)技術(shu)和(he)功能，最大限(xian)度地滿足(zu)客戶(hu)需(xu)求，以(yi)(yi)達到開拓市場(chang)，增加盈利(li)(li)為目標的(de)(de)經營(ying)過程(cheng)。它包含(han)(han)兩層含(han)(han)義：一(yi)是(shi)(shi)指保(bao)(bao)險(xian)公司(si)利(li)(li)用網(wang)(wang)(wang)(wang)(wang)(wang)(wang)(wang)絡(luo)進行內部管(guan)理；二是(shi)(shi)指保(bao)(bao)險(xian)公司(si)通過互(hu)聯(lian)(lian)網(wang)(wang)(wang)(wang)(wang)(wang)(wang)(wang)開展(zhan)電子商(shang)務(wu)。網(wang)(wang)(wang)(wang)(wang)(wang)(wang)(wang)絡(luo)營(ying)銷(xiao)(xiao)是(shi)(shi)直(zhi)接營(ying)銷(xiao)(xiao)的(de)(de)最新方(fang)(fang)式，它是(shi)(shi)一(yi)種以(yi)(yi)互(hu)聯(lian)(lian)網(wang)(wang)(wang)(wang)(wang)(wang)(wang)(wang)作(zuo)為傳播手段，通過對市場(chang)的(de)(de)循環營(ying)銷(xiao)(xiao)，滿足(zu)保(bao)(bao)險(xian)人與(yu)(yu)(yu)投保(bao)(bao)人雙方(fang)(fang)需(xu)求的(de)(de)過程(cheng)。網(wang)(wang)(wang)(wang)(wang)(wang)(wang)(wang)絡(luo)營(ying)銷(xiao)(xiao)在提(ti)升企業品牌價值、加強與(yu)(yu)(yu)客戶(hu)之間的(de)(de)溝通、拓展(zhan)對外信息的(de)(de)渠道、改善(shan)顧(gu)客服務(wu)等(deng)方(fang)(fang)面(mian)具有(you)積(ji)極的(de)(de)效果。一(yi)方(fang)(fang)面(mian)保(bao)(bao)險(xian)公司(si)可以(yi)(yi)節約大量的(de)(de)成(cheng)本(ben)，減少營(ying)銷(xiao)(xiao)環節；另(ling)一(yi)方(fang)(fang)面(mian)顧(gu)客可以(yi)(yi)全方(fang)(fang)位(wei)地了解保(bao)(bao)險(xian)產(chan)品，通過比較，選擇(ze)適合(he)自己的(de)(de)保(bao)(bao)險(xian)服務(wu)。網(wang)(wang)(wang)(wang)(wang)(wang)(wang)(wang)絡(luo)營(ying)銷(xiao)(xiao)包含(han)(han)的(de)(de)內容主要(yao)有(you)：網(wang)(wang)(wang)(wang)(wang)(wang)(wang)(wang)上市場(chang)調查、網(wang)(wang)(wang)(wang)(wang)(wang)(wang)(wang)上消(xiao)費(fei)者(zhe)行為分(fen)析、網(wang)(wang)(wang)(wang)(wang)(wang)(wang)(wang)絡(luo)營(ying)銷(xiao)(xiao)策(ce)(ce)略制定、網(wang)(wang)(wang)(wang)(wang)(wang)(wang)(wang)上產(chan)品和(he)服務(wu)策(ce)(ce)略、網(wang)(wang)(wang)(wang)(wang)(wang)(wang)(wang)上價格營(ying)銷(xiao)(xiao)策(ce)(ce)略、網(wang)(wang)(wang)(wang)(wang)(wang)(wang)(wang)上渠道選擇(ze)與(yu)(yu)(yu)直(zhi)銷(xiao)(xiao)、網(wang)(wang)(wang)(wang)(wang)(wang)(wang)(wang)上促銷(xiao)(xiao)與(yu)(yu)(yu)網(wang)(wang)(wang)(wang)(wang)(wang)(wang)(wang)絡(luo)廣(guang)(guang)告、網(wang)(wang)(wang)(wang)(wang)(wang)(wang)(wang)絡(luo)營(ying)銷(xiao)(xiao)管(guan)理與(yu)(yu)(yu)控制，等(deng)等(deng)。隨著互(hu)聯(lian)(lian)網(wang)(wang)(wang)(wang)(wang)(wang)(wang)(wang)和(he)電子商(shang)務(wu)的(de)(de)發展(zhan)，以(yi)(yi)及技術(shu)和(he)法律等(deng)方(fang)(fang)面(mian)的(de)(de)成(cheng)熟，網(wang)(wang)(wang)(wang)(wang)(wang)(wang)(wang)絡(luo)營(ying)銷(xiao)(xiao)會在保(bao)(bao)險(xian)公司(si)的(de)(de)營(ying)銷(xiao)(xiao)活動中占(zhan)據(ju)重要(yao)位(wei)置。因此(ci)，保(bao)(bao)險(xian)公司(si)應(ying)建立完善(shan)的(de)(de)網(wang)(wang)(wang)(wang)(wang)(wang)(wang)(wang)上營(ying)銷(xiao)(xiao)體系(xi)。

論(lun)文關鍵詞：人壽保險(xian)；保險(xian)功能；保險(xian)營銷

論文提要：隨(sui)著社會(hui)(hui)經(jing)濟的發(fa)展、科技的進(jin)步和人(ren)們風險(xian)(xian)意識的提高，保(bao)(bao)(bao)險(xian)(xian)作為一(yi)種經(jing)濟保(bao)(bao)(bao)障制度，在(zai)(zai)社會(hui)(hui)生(sheng)活中(zhong)發(fa)揮著越(yue)(yue)來越(yue)(yue)重要的功能。在(zai)(zai)我國經(jing)濟快速(su)發(fa)展中(zhong)，人(ren)壽保(bao)(bao)(bao)險(xian)(xian)業(ye)也發(fa)生(sheng)了巨大的變革。如(ru)何(he)選擇(ze)適當的人(ren)壽保(bao)(bao)(bao)險(xian)(xian)營銷渠道，已(yi)成(cheng)為推(tui)動中(zhong)國人(ren)壽保(bao)(bao)(bao)險(xian)(xian)業(ye)營銷策略(lve)步向(xiang)個性化(hua)、多元化(hua)的至關(guan)重要的課題。

人壽(shou)(shou)保(bao)(bao)(bao)險(xian)是以人的(de)(de)(de)(de)生(sheng)(sheng)命為(wei)保(bao)(bao)(bao)險(xian)標的(de)(de)(de)(de)，以人的(de)(de)(de)(de)生(sheng)(sheng)死為(wei)保(bao)(bao)(bao)險(xian)事件，當發(fa)生(sheng)(sheng)保(bao)(bao)(bao)險(xian)事件時，保(bao)(bao)(bao)險(xian)人履(lv)行保(bao)(bao)(bao)險(xian)金(jin)責(ze)任的(de)(de)(de)(de)一(yi)種保(bao)(bao)(bao)險(xian)。隨著我國(guo)經濟的(de)(de)(de)(de)快速發(fa)展，人壽(shou)(shou)保(bao)(bao)(bao)險(xian)業也發(fa)生(sheng)(sheng)了巨大的(de)(de)(de)(de)變革，傳統的(de)(de)(de)(de)營銷(xiao)渠道(dao)(dao)(dao)模(mo)式正在被打破，新的(de)(de)(de)(de)渠道(dao)(dao)(dao)模(mo)式正向更(geng)深、更(geng)廣的(de)(de)(de)(de)領域延伸。如何選擇適當的(de)(de)(de)(de)人壽(shou)(shou)保(bao)(bao)(bao)險(xian)營銷(xiao)渠道(dao)(dao)(dao)已成為(wei)推(tui)動中(zhong)(zhong)國(guo)人壽(shou)(shou)保(bao)(bao)(bao)險(xian)業營銷(xiao)策(ce)略步向個(ge)性化(hua)、多元化(hua)的(de)(de)(de)(de)至關(guan)重要的(de)(de)(de)(de)因素(su)和(he)推(tui)動中(zhong)(zhong)國(guo)人壽(shou)(shou)保(bao)(bao)(bao)險(xian)業健康發(fa)展的(de)(de)(de)(de)重要課題。對于保(bao)(bao)(bao)險(xian)公(gong)司來(lai)說，營銷(xiao)渠道(dao)(dao)(dao)的(de)(de)(de)(de)強(qiang)弱(ruo)成為(wei)未來(lai)決勝的(de)(de)(de)(de)關(guan)鍵(jian)因素(su)。

一、品種創新營銷

人(ren)壽(shou)(shou)(shou)保(bao)險(xian)(xian)(xian)具有較強的(de)儲蓄功(gong)能，同時(shi)合(he)同期限較長(chang)，經營易受利率風險(xian)(xian)(xian)、通脹風險(xian)(xian)(xian)等(deng)因(yin)素影響，其應(ying)該也易于不斷開發新產品(pin)，以迎合(he)消(xiao)(xiao)費(fei)者(zhe)(zhe)多樣(yang)化(hua)的(de)需(xu)求。需(xu)求和產品(pin)的(de)多樣(yang)化(hua)，勢必對其宣傳(chuan)力度提出更高的(de)要(yao)求，因(yin)為(wei)只有使得消(xiao)(xiao)費(fei)者(zhe)(zhe)了(le)解其多樣(yang)化(hua)的(de)產品(pin)，例(li)如人(ren)壽(shou)(shou)(shou)保(bao)險(xian)(xian)(xian)不僅包(bao)括(kuo)死亡險(xian)(xian)(xian)還包(bao)括(kuo)生存(cun)險(xian)(xian)(xian)，終(zhong)身壽(shou)(shou)(shou)險(xian)(xian)(xian)又可分為(wei)分紅壽(shou)(shou)(shou)險(xian)(xian)(xian)和不分紅壽(shou)(shou)(shou)險(xian)(xian)(xian)等(deng)等(deng)，才能使消(xiao)(xiao)費(fei)者(zhe)(zhe)更好地找到適合(he)自己的(de)產品(pin)，實現挖掘(jue)潛(qian)在(zai)客戶和潛(qian)在(zai)需(xu)要(yao)的(de)營銷目(mu)標。

二、人性化營銷

論文(wen)關鍵詞(ci)：人壽保險；保險功能(neng)；保險營(ying)銷

論文(wen)提要：隨著社(she)(she)會經(jing)(jing)濟(ji)(ji)的(de)發展、科技(ji)的(de)進步和人們風(feng)險(xian)(xian)意識的(de)提高(gao)，保(bao)險(xian)(xian)作(zuo)為一種(zhong)經(jing)(jing)濟(ji)(ji)保(bao)障制度(du)，在社(she)(she)會生活中(zhong)發揮著越來越重要的(de)功能。在我國(guo)經(jing)(jing)濟(ji)(ji)快速(su)發展中(zhong)，人壽(shou)保(bao)險(xian)(xian)業也發生了巨大的(de)變(bian)革。如何選擇適當(dang)的(de)人壽(shou)保(bao)險(xian)(xian)營(ying)銷(xiao)渠(qu)道，已(yi)成為推(tui)動中(zhong)國(guo)人壽(shou)保(bao)險(xian)(xian)業營(ying)銷(xiao)策略步向個性化、多元化的(de)至關(guan)重要的(de)課題。

人(ren)(ren)壽(shou)(shou)保(bao)(bao)(bao)險(xian)(xian)(xian)(xian)是以人(ren)(ren)的(de)(de)(de)(de)生命為(wei)保(bao)(bao)(bao)險(xian)(xian)(xian)(xian)標的(de)(de)(de)(de)，以人(ren)(ren)的(de)(de)(de)(de)生死為(wei)保(bao)(bao)(bao)險(xian)(xian)(xian)(xian)事(shi)件，當發(fa)(fa)(fa)生保(bao)(bao)(bao)險(xian)(xian)(xian)(xian)事(shi)件時，保(bao)(bao)(bao)險(xian)(xian)(xian)(xian)人(ren)(ren)履(lv)行保(bao)(bao)(bao)險(xian)(xian)(xian)(xian)金責任的(de)(de)(de)(de)一種保(bao)(bao)(bao)險(xian)(xian)(xian)(xian)。隨著我國經濟的(de)(de)(de)(de)快速發(fa)(fa)(fa)展，人(ren)(ren)壽(shou)(shou)保(bao)(bao)(bao)險(xian)(xian)(xian)(xian)業也發(fa)(fa)(fa)生了巨大的(de)(de)(de)(de)變(bian)革，傳統的(de)(de)(de)(de)營(ying)(ying)銷(xiao)渠(qu)道模式正在被打破，新的(de)(de)(de)(de)渠(qu)道模式正向更深、更廣的(de)(de)(de)(de)領域延伸。如何選擇適(shi)當的(de)(de)(de)(de)人(ren)(ren)壽(shou)(shou)保(bao)(bao)(bao)險(xian)(xian)(xian)(xian)營(ying)(ying)銷(xiao)渠(qu)道已成(cheng)為(wei)推(tui)動中國人(ren)(ren)壽(shou)(shou)保(bao)(bao)(bao)險(xian)(xian)(xian)(xian)業營(ying)(ying)銷(xiao)策略步(bu)向個(ge)性化、多元化的(de)(de)(de)(de)至(zhi)關重要的(de)(de)(de)(de)因素(su)和(he)推(tui)動中國人(ren)(ren)壽(shou)(shou)保(bao)(bao)(bao)險(xian)(xian)(xian)(xian)業健康發(fa)(fa)(fa)展的(de)(de)(de)(de)重要課題。對(dui)于保(bao)(bao)(bao)險(xian)(xian)(xian)(xian)公司來(lai)說，營(ying)(ying)銷(xiao)渠(qu)道的(de)(de)(de)(de)強弱(ruo)成(cheng)為(wei)未來(lai)決勝的(de)(de)(de)(de)關鍵因素(su)。

一、品種創新營銷

人壽保險(xian)具有較強的儲蓄功能，同(tong)時(shi)合(he)同(tong)期限較長，經營易受利率風險(xian)、通脹風險(xian)等因素影響，其應該(gai)也(ye)易于不(bu)(bu)斷(duan)開發新產品(pin)，以(yi)迎合(he)消費(fei)者(zhe)多樣化(hua)的需求。需求和(he)(he)產品(pin)的多樣化(hua)，勢必對其宣(xuan)傳力度提(ti)出更(geng)高的要求，因為(wei)只有使得消費(fei)者(zhe)了解(jie)其多樣化(hua)的產品(pin)，例如人壽保險(xian)不(bu)(bu)僅包括(kuo)死亡(wang)險(xian)還包括(kuo)生存(cun)險(xian)，終身(shen)壽險(xian)又可分為(wei)分紅壽險(xian)和(he)(he)不(bu)(bu)分紅壽險(xian)等等，才能使消費(fei)者(zhe)更(geng)好(hao)地找到適合(he)自己的產品(pin)，實現(xian)挖掘潛在客戶和(he)(he)潛在需要的營銷目標。

二、人性化營銷

摘要(yao)：保(bao)(bao)險(xian)(xian)(xian)業作(zuo)為我國金融業三大(da)支柱之一，有(you)著不可忽視(shi)的(de)地位。順應信(xin)息(xi)時代的(de)潮流，網絡(luo)保(bao)(bao)險(xian)(xian)(xian)應運而(er)生并不斷發展，各家保(bao)(bao)險(xian)(xian)(xian)公司紛紛加入網絡(luo)化、信(xin)息(xi)化的(de)改革大(da)潮中，促使保(bao)(bao)險(xian)(xian)(xian)營銷進入了網絡(luo)化時期，并成為保(bao)(bao)險(xian)(xian)(xian)業務(wu)發展的(de)重要(yao)推動力。文章在對(dui)比其(qi)他(ta)國家保(bao)(bao)險(xian)(xian)(xian)業的(de)基礎上(shang)對(dui)我國網絡(luo)保(bao)(bao)險(xian)(xian)(xian)營銷的(de)優勢、劣勢、模(mo)式選(xuan)擇及營銷策略進行了一些(xie)思考。

關鍵(jian)詞：網絡保(bao)險(xian)；模式選擇；保(bao)險(xian)營銷

進入21世紀后(hou)，網(wang)(wang)(wang)(wang)絡(luo)(luo)成了家喻戶曉的(de)(de)(de)名詞，網(wang)(wang)(wang)(wang)絡(luo)(luo)的(de)(de)(de)使(shi)用(yong)率(lv)也逐年(nian)上升。根據(ju)互聯網(wang)(wang)(wang)(wang)絡(luo)(luo)信息(xi)中(zhong)心（CNNIC）在京的(de)(de)(de)《第21次中(zhong)國互聯網(wang)(wang)(wang)(wang)絡(luo)(luo)發展狀況統計報告》的(de)(de)(de)數據(ju)顯示，截至2007年(nian)底，我國網(wang)(wang)(wang)(wang)民(min)(min)總人數達到2.1億，平均每分(fen)鐘新增100多個網(wang)(wang)(wang)(wang)民(min)(min)。其中(zhong)，已有(you)20%的(de)(de)(de)網(wang)(wang)(wang)(wang)民(min)(min)開始使(shi)用(yong)網(wang)(wang)(wang)(wang)上銀行和網(wang)(wang)(wang)(wang)上炒股，25.5%的(de)(de)(de)網(wang)(wang)(wang)(wang)民(min)(min)使(shi)用(yong)網(wang)(wang)(wang)(wang)絡(luo)(luo)購物。據(ju)調查，網(wang)(wang)(wang)(wang)絡(luo)(luo)、電(dian)視和報紙(zhi)是網(wang)(wang)(wang)(wang)民(min)(min)獲取信息(xi)的(de)(de)(de)主(zhu)要途徑，而網(wang)(wang)(wang)(wang)絡(luo)(luo)是網(wang)(wang)(wang)(wang)民(min)(min)獲取信息(xi)的(de)(de)(de)最主(zhu)要途徑。可見(jian)，網(wang)(wang)(wang)(wang)絡(luo)(luo)正(zheng)日益滲(shen)透到人們(men)的(de)(de)(de)日常(chang)生(sheng)活(huo)中(zhong)，成為具日常(chang)生(sheng)活(huo)的(de)(de)(de)必需品(pin)。

隨著我(wo)國(guo)入世，外資保(bao)(bao)(bao)險(xian)(xian)(xian)公(gong)(gong)司(si)給國(guo)內保(bao)(bao)(bao)險(xian)(xian)(xian)公(gong)(gong)司(si)帶來(lai)了很大的(de)(de)(de)壓力。事實上，外資保(bao)(bao)(bao)險(xian)(xian)(xian)公(gong)(gong)司(si)已經在這方面(mian)對(dui)國(guo)內保(bao)(bao)(bao)險(xian)(xian)(xian)公(gong)(gong)司(si)構成了威脅。2004年北京壽(shou)險(xian)(xian)(xian)市(shi)場(chang)首次出(chu)現負增(zeng)長，但外資保(bao)(bao)(bao)險(xian)(xian)(xian)卻保(bao)(bao)(bao)持(chi)了高增(zeng)長的(de)(de)(de)市(shi)場(chang)份額，從1.26%上升到6.46%。但網絡的(de)(de)(de)便(bian)捷性給我(wo)國(guo)保(bao)(bao)(bao)險(xian)(xian)(xian)業帶來(lai)了生機，也有力地促(cu)使各個保(bao)(bao)(bao)險(xian)(xian)(xian)公(gong)(gong)司(si)在經營戰略和(he)(he)(he)營銷(xiao)手段上進行(xing)變革，保(bao)(bao)(bao)險(xian)(xian)(xian)公(gong)(gong)司(si)開(kai)始逐步(bu)強化(hua)競爭和(he)(he)(he)服務意識，重視管理和(he)(he)(he)營銷(xiao)手段的(de)(de)(de)快(kuai)捷性和(he)(he)(he)高效性，并逐步(bu)借助網絡和(he)(he)(he)信(xin)息化(hua)手段來(lai)開(kai)展各項業務。現在中國(guo)國(guo)壽(shou)、人保(bao)(bao)(bao)、平安、太平洋、新華、泰康、華泰等都先后進行(xing)了信(xin)息化(hua)改造。各保(bao)(bao)(bao)險(xian)(xian)(xian)公(gong)(gong)司(si)紛(fen)紛(fen)采取e化(hua)戰略是因為(wei)網絡保(bao)(bao)(bao)險(xian)(xian)(xian)與普通保(bao)(bao)(bao)險(xian)(xian)(xian)相比有著以下各方面(mian)的(de)(de)(de)優勢：

一、網絡保(bao)險(xian)(xian)拓寬了保(bao)險(xian)(xian)業務的時間(jian)和(he)空間(jian)

網(wang)絡保險可以實現“3A”化服務（anytime、anywhere、anyway），使得保險業務的(de)發展突破(po)了時間和(he)空間的(de)限(xian)制，實現了全天24小時的(de)無間斷服務，最終(zhong)達到在(zai)全球(qiu)范(fan)圍(wei)內分(fen)散風險、獲得規模效益的(de)目標(biao)。同時，促使保險市(shi)場進一步向國際化、全球(qiu)化的(de)方向發展。

[摘要]隨著(zhu)加入WTO的日益臨(lin)近,中國保(bao)險(xian)業(ye)機遇與挑戰(zhan)并存,保(bao)險(xian)營銷(xiao)的根(gen)本出路在(zai)于提(ti)(ti)高服(fu)務(wu)質(zhi)量。判(pan)斷保(bao)險(xian)企業(ye)服(fu)務(wu)質(zhi)量高低的重(zhong)要標準,在(zai)于顧客期望(wang)值滿足程(cheng)度,而提(ti)(ti)高保(bao)險(xian)服(fu)務(wu)質(zhi)量的具體措施,則體現在(zai)樹(shu)立服(fu)務(wu)至上觀念(nian)、提(ti)(ti)高員工服(fu)務(wu)素質(zhi)及提(ti)(ti)供專業(ye)化服(fu)務(wu)等方(fang)面(mian)。

[關鍵詞(ci)]保險服(fu)務營銷;顧客期望值;服(fu)務值

20世紀80年(nian)代以(yi)來,經(jing)過短(duan)短(duan)十幾年(nian)的(de)(de)(de)(de)發(fa)(fa)展,中(zhong)(zhong)國(guo)(guo)保(bao)(bao)(bao)(bao)險(xian)(xian)(xian)市(shi)場格局(ju)發(fa)(fa)生(sheng)了(le)深刻變化,保(bao)(bao)(bao)(bao)險(xian)(xian)(xian)險(xian)(xian)(xian)種不斷增(zeng)加(jia)(jia),保(bao)(bao)(bao)(bao)費(fei)收入(ru)(ru)由1982年(nian)7億多元(yuan)(yuan),猛(meng)增(zeng)到1997年(nian)的(de)(de)(de)(de)1080億元(yuan)(yuan),保(bao)(bao)(bao)(bao)險(xian)(xian)(xian)公(gong)司也由原(yuan)來壟斷經(jing)營,發(fa)(fa)展到現在的(de)(de)(de)(de)以(yi)“中(zhong)(zhong)保(bao)(bao)(bao)(bao)”為(wei)主體,多家(jia)(jia)中(zhong)(zhong)外(wai)保(bao)(bao)(bao)(bao)險(xian)(xian)(xian)公(gong)司共同發(fa)(fa)展的(de)(de)(de)(de)市(shi)場格局(ju)。據國(guo)(guo)外(wai)權威機構預(yu)測,中(zhong)(zhong)國(guo)(guo)保(bao)(bao)(bao)(bao)險(xian)(xian)(xian)需求(qiu)將(jiang)以(yi)每年(nian)10%的(de)(de)(de)(de)速度(du)(du)持續增(zeng)長,到2000年(nian)保(bao)(bao)(bao)(bao)費(fei)收入(ru)(ru)將(jiang)達(da)到2480億元(yuan)(yuan),保(bao)(bao)(bao)(bao)險(xian)(xian)(xian)密度(du)(du)為(wei)19165元(yuan)(yuan),保(bao)(bao)(bao)(bao)險(xian)(xian)(xian)深度(du)(du)為(wei)283%。同時據蓋洛普(pu)調(diao)查公(gong)司最新調(diao)查(1999年(nian))顯示,未來兩年(nian)百(bai)姓打算購買什么,選擇彩(cai)電為(wei)33%,選擇人壽保(bao)(bao)(bao)(bao)險(xian)(xian)(xian)占22%,名列(lie)第(di)二。所以(yi),作為(wei)保(bao)(bao)(bao)(bao)障經(jing)濟(ji)和社會(hui)安定的(de)(de)(de)(de)中(zhong)(zhong)國(guo)(guo)保(bao)(bao)(bao)(bao)險(xian)(xian)(xian)業(ye),具(ju)有(you)(you)廣(guang)闊的(de)(de)(de)(de)發(fa)(fa)展前景。但與保(bao)(bao)(bao)(bao)險(xian)(xian)(xian)業(ye)發(fa)(fa)達(da)國(guo)(guo)家(jia)(jia)相比較(jiao)(如(ru)1991年(nian),瑞士(shi)、日本、英國(guo)(guo)、美國(guo)(guo)的(de)(de)(de)(de)保(bao)(bao)(bao)(bao)險(xian)(xian)(xian)密度(du)(du),分別為(wei)3002美元(yuan)(yuan)、2487美元(yuan)(yuan)、1999美元(yuan)(yuan)、1931美元(yuan)(yuan),該年(nian)保(bao)(bao)(bao)(bao)險(xian)(xian)(xian)深度(du)(du)超過8%的(de)(de)(de)(de)國(guo)(guo)家(jia)(jia)有(you)(you):韓、南(nan)非、英、美、日、瑞士(shi)等),中(zhong)(zhong)國(guo)(guo)保(bao)(bao)(bao)(bao)險(xian)(xian)(xian)業(ye)尚(shang)處(chu)在一個拓寬時期。隨著加(jia)(jia)入(ru)(ru)WTO的(de)(de)(de)(de)日益臨近,保(bao)(bao)(bao)(bao)險(xian)(xian)(xian)市(shi)場將(jiang)逐步加(jia)(jia)大對外(wai)開放步伐,中(zhong)(zhong)國(guo)(guo)保(bao)(bao)(bao)(bao)險(xian)(xian)(xian)業(ye)面臨著嚴峻挑戰。如(ru)何應(ying)對挑戰,筆者認為(wei),根本對策是全(quan)面提高保(bao)(bao)(bao)(bao)險(xian)(xian)(xian)服(fu)務質(zhi)量(liang)。

一(yi)、保(bao)險營銷的(de)本質(zhi)在于提高服務質(zhi)量

1960年,“AMA”最先(xian)給服(fu)(fu)務(wu)(wu)定義(yi)為(wei)“用于(yu)出(chu)售或者是(shi)(shi)同(tong)產(chan)品(pin)連在(zai)一(yi)(yi)起出(chu)售的(de)(de)活動、利(li)益(yi)或滿(man)足感(gan)”。作為(wei)一(yi)(yi)種無形(xing)的(de)(de)、以風(feng)險(xian)為(wei)對象的(de)(de)特(te)殊商(shang)(shang)品(pin),保(bao)(bao)(bao)險(xian)商(shang)(shang)品(pin)從(cong)本質(zhi)(zhi)上(shang)看,是(shi)(shi)一(yi)(yi)種服(fu)(fu)務(wu)(wu)。與(yu)有(you)(you)形(xing)物質(zhi)(zhi)商(shang)(shang)品(pin)相比,它具有(you)(you)如下幾方面特(te)征:1、不(bu)可(ke)感(gan)知性。是(shi)(shi)指保(bao)(bao)(bao)險(xian)服(fu)(fu)務(wu)(wu)的(de)(de)特(te)質(zhi)(zhi),組成服(fu)(fu)務(wu)(wu)的(de)(de)元(yuan)素是(shi)(shi)無形(xing)無質(zhi)(zhi)的(de)(de),以及(ji)使用服(fu)(fu)務(wu)(wu)后的(de)(de)利(li)益(yi)讓人(ren)不(bu)能觸摸。2、不(bu)可(ke)分離性。即保(bao)(bao)(bao)險(xian)商(shang)(shang)品(pin)的(de)(de)生(sheng)產(chan)與(yu)消費,在(zai)時間上(shang)存(cun)在(zai)一(yi)(yi)致性。3、不(bu)可(ke)儲存(cun)性。基(ji)于(yu)上(shang)述兩個特(te)征,使保(bao)(bao)(bao)險(xian)商(shang)(shang)品(pin)不(bu)像有(you)(you)形(xing)商(shang)(shang)品(pin)一(yi)(yi)樣,可(ke)被儲存(cun)起來(lai)。4、不(bu)穩定性。保(bao)(bao)(bao)險(xian)商(shang)(shang)品(pin)很(hen)難(nan)像一(yi)(yi)般工業產(chan)品(pin)實行機械化(hua)或標準化(hua)生(sheng)產(chan),質(zhi)(zhi)量缺(que)乏穩定性。5、價格相對固定性。保(bao)(bao)(bao)險(xian)商(shang)(shang)品(pin)遵(zun)循的(de)(de)是(shi)(shi)非價格競爭原(yuan)則。保(bao)(bao)(bao)險(xian)商(shang)(shang)品(pin)的(de)(de)上(shang)述五(wu)方面特(te)性,決(jue)定了保(bao)(bao)(bao)險(xian)營(ying)銷的(de)(de)根本方向在(zai)于(yu)全(quan)面提高保(bao)(bao)(bao)險(xian)服(fu)(fu)務(wu)(wu)質(zhi)(zhi)量。

同時(shi),據(ju)菲(fei)利普·科特勒(le)的(de)“顧(gu)(gu)客讓(rang)渡價值(zhi)”理論,在(zai)保(bao)險營銷活(huo)動中,其(qi)營銷核(he)心是提高服務質(zhi)量(liang),因為服務質(zhi)量(liang)的(de)提高,一方(fang)面增(zeng)大了“顧(gu)(gu)客總價值(zhi)”,另一方(fang)面減(jian)少了“顧(gu)(gu)客總成(cheng)本(ben)”。從(cong)而達(da)到了“顧(gu)(gu)客讓(rang)渡價值(zhi)”的(de)最大化,最大限度(du)地滿足保(bao)險市場的(de)顧(gu)(gu)客需求。

摘要：保險(xian)業(ye)(ye)作為我國金融業(ye)(ye)三大支(zhi)柱之(zhi)一，有著不(bu)可忽視的(de)(de)地位。順(shun)應信息時(shi)代的(de)(de)潮(chao)流，網(wang)絡(luo)保險(xian)應運而生并(bing)不(bu)斷發展(zhan)(zhan)，各(ge)家保險(xian)公(gong)司(si)紛紛加入(ru)網(wang)絡(luo)化、信息化的(de)(de)改革(ge)大潮(chao)中，促使保險(xian)營銷進(jin)入(ru)了網(wang)絡(luo)化時(shi)期，并(bing)成為保險(xian)業(ye)(ye)務發展(zhan)(zhan)的(de)(de)重要推(tui)動力。文章在對比其他國家保險(xian)業(ye)(ye)的(de)(de)基(ji)礎上對我國網(wang)絡(luo)保險(xian)營銷的(de)(de)優勢、劣勢、模(mo)式選擇及營銷策略進(jin)行了一些思考。

關鍵詞：網絡保險；模式選擇(ze)；保險營銷

進入21世(shi)紀后，網(wang)(wang)(wang)(wang)絡成(cheng)了家喻戶(hu)曉的(de)(de)(de)名詞，網(wang)(wang)(wang)(wang)絡的(de)(de)(de)使(shi)用率也逐(zhu)年上(shang)升。根據(ju)互(hu)聯網(wang)(wang)(wang)(wang)絡信(xin)(xin)息(xi)(xi)中(zhong)(zhong)心（CNNIC）在京的(de)(de)(de)《第21次中(zhong)(zhong)國(guo)互(hu)聯網(wang)(wang)(wang)(wang)絡發展(zhan)狀況統計報告(gao)》的(de)(de)(de)數(shu)據(ju)顯示，截至2007年底，我國(guo)網(wang)(wang)(wang)(wang)民總人數(shu)達到2.1億，平均每分(fen)鐘新增100多個網(wang)(wang)(wang)(wang)民。其中(zhong)(zhong)，已有20%的(de)(de)(de)網(wang)(wang)(wang)(wang)民開(kai)始使(shi)用網(wang)(wang)(wang)(wang)上(shang)銀(yin)行和網(wang)(wang)(wang)(wang)上(shang)炒股(gu)，25.5%的(de)(de)(de)網(wang)(wang)(wang)(wang)民使(shi)用網(wang)(wang)(wang)(wang)絡購物。據(ju)調查(cha)，網(wang)(wang)(wang)(wang)絡、電視和報紙是(shi)(shi)網(wang)(wang)(wang)(wang)民獲取信(xin)(xin)息(xi)(xi)的(de)(de)(de)主要(yao)途徑，而網(wang)(wang)(wang)(wang)絡是(shi)(shi)網(wang)(wang)(wang)(wang)民獲取信(xin)(xin)息(xi)(xi)的(de)(de)(de)最主要(yao)途徑。可(ke)見，網(wang)(wang)(wang)(wang)絡正日益(yi)滲透到人們的(de)(de)(de)日常(chang)(chang)生(sheng)活(huo)中(zhong)(zhong)，成(cheng)為具日常(chang)(chang)生(sheng)活(huo)的(de)(de)(de)必需品。

隨著我(wo)國(guo)(guo)入(ru)世(shi)，外資(zi)保(bao)險(xian)(xian)(xian)(xian)公(gong)(gong)司(si)(si)(si)給國(guo)(guo)內保(bao)險(xian)(xian)(xian)(xian)公(gong)(gong)司(si)(si)(si)帶(dai)來(lai)了(le)很大的(de)壓(ya)力。事實上(shang)(shang)，外資(zi)保(bao)險(xian)(xian)(xian)(xian)公(gong)(gong)司(si)(si)(si)已(yi)經(jing)在這方面(mian)對國(guo)(guo)內保(bao)險(xian)(xian)(xian)(xian)公(gong)(gong)司(si)(si)(si)構成了(le)威(wei)脅。2004年(nian)北京壽險(xian)(xian)(xian)(xian)市場首次出現負增長，但外資(zi)保(bao)險(xian)(xian)(xian)(xian)卻保(bao)持了(le)高(gao)增長的(de)市場份(fen)額，從1.26%上(shang)(shang)升到(dao)6.46%。但網絡(luo)的(de)便捷性(xing)給我(wo)國(guo)(guo)保(bao)險(xian)(xian)(xian)(xian)業(ye)(ye)帶(dai)來(lai)了(le)生機，也有力地促使各(ge)個保(bao)險(xian)(xian)(xian)(xian)公(gong)(gong)司(si)(si)(si)在經(jing)營戰略和營銷手段(duan)上(shang)(shang)進行(xing)變革，保(bao)險(xian)(xian)(xian)(xian)公(gong)(gong)司(si)(si)(si)開始逐步強化(hua)競爭和服務意識(shi)，重視管理和營銷手段(duan)的(de)快捷性(xing)和高(gao)效(xiao)性(xing)，并逐步借助網絡(luo)和信息(xi)化(hua)手段(duan)來(lai)開展各(ge)項業(ye)(ye)務。現在中國(guo)(guo)國(guo)(guo)壽、人保(bao)、平安、太平洋、新華、泰(tai)(tai)康(kang)、華泰(tai)(tai)等都先后進行(xing)了(le)信息(xi)化(hua)改造。各(ge)保(bao)險(xian)(xian)(xian)(xian)公(gong)(gong)司(si)(si)(si)紛紛采取e化(hua)戰略是因為網絡(luo)保(bao)險(xian)(xian)(xian)(xian)與普(pu)通保(bao)險(xian)(xian)(xian)(xian)相比有著以下各(ge)方面(mian)的(de)優(you)勢：

一、網絡保險拓(tuo)寬了保險業務的時間(jian)和空間(jian)

網絡(luo)保險可以實現(xian)“3A”化(hua)服(fu)(fu)務（anytime、anywhere、anyway），使得(de)保險業務的(de)發(fa)(fa)展突破了時間(jian)和空間(jian)的(de)限制，實現(xian)了全天24小時的(de)無(wu)間(jian)斷服(fu)(fu)務，最終(zhong)達到在全球(qiu)范圍(wei)內(nei)分散風(feng)險、獲得(de)規模效益的(de)目(mu)標。同時，促使保險市場進(jin)一(yi)步向國際化(hua)、全球(qiu)化(hua)的(de)方(fang)向發(fa)(fa)展。

[關鍵詞]保險服務(wu)營銷;顧客期(qi)望值(zhi);服務(wu)值(zhi)

20世(shi)紀80年(nian)(nian)代以(yi)來,經過短短十幾(ji)年(nian)(nian)的(de)(de)(de)發(fa)(fa)(fa)展(zhan),中(zhong)國(guo)(guo)(guo)(guo)保(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)市場格局發(fa)(fa)(fa)生了深刻變化,保(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)險(xian)(xian)(xian)(xian)種不斷增加,保(bao)(bao)(bao)(bao)(bao)費收入(ru)由1982年(nian)(nian)7億(yi)多(duo)元(yuan),猛增到(dao)(dao)1997年(nian)(nian)的(de)(de)(de)1080億(yi)元(yuan),保(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)公司也(ye)由原來壟斷經營,發(fa)(fa)(fa)展(zhan)到(dao)(dao)現在的(de)(de)(de)以(yi)“中(zhong)保(bao)(bao)(bao)(bao)(bao)”為主體,多(duo)家(jia)中(zhong)外(wai)(wai)保(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)公司共同發(fa)(fa)(fa)展(zhan)的(de)(de)(de)市場格局。據國(guo)(guo)(guo)(guo)外(wai)(wai)權(quan)威機(ji)構預(yu)測(ce),中(zhong)國(guo)(guo)(guo)(guo)保(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)需求將以(yi)每年(nian)(nian)10%的(de)(de)(de)速度(du)持(chi)續(xu)增長,到(dao)(dao)2000年(nian)(nian)保(bao)(bao)(bao)(bao)(bao)費收入(ru)將達(da)到(dao)(dao)2480億(yi)元(yuan),保(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)密度(du)為19165元(yuan),保(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)深度(du)為283%。同時據蓋(gai)洛普調查公司最新調查(1999年(nian)(nian))顯示,未來兩(liang)年(nian)(nian)百姓打算(suan)購買什么,選擇彩電為33%,選擇人壽保(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)占22%,名列第(di)二。所以(yi),作為保(bao)(bao)(bao)(bao)(bao)障經濟和社會安定的(de)(de)(de)中(zhong)國(guo)(guo)(guo)(guo)保(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)業,具有(you)廣闊的(de)(de)(de)發(fa)(fa)(fa)展(zhan)前景(jing)。但與保(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)業發(fa)(fa)(fa)達(da)國(guo)(guo)(guo)(guo)家(jia)相比較(如1991年(nian)(nian),瑞士、日本(ben)、英國(guo)(guo)(guo)(guo)、美(mei)國(guo)(guo)(guo)(guo)的(de)(de)(de)保(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)密度(du),分別為3002美(mei)元(yuan)、2487美(mei)元(yuan)、1999美(mei)元(yuan)、1931美(mei)元(yuan),該年(nian)(nian)保(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)深度(du)超過8%的(de)(de)(de)國(guo)(guo)(guo)(guo)家(jia)有(you):韓、南非、英、美(mei)、日、瑞士等),中(zhong)國(guo)(guo)(guo)(guo)保(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)業尚處在一個拓寬時期。隨著加入(ru)wto的(de)(de)(de)日益臨近,保(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)市場將逐步加大對(dui)外(wai)(wai)開放步伐(fa),中(zhong)國(guo)(guo)(guo)(guo)保(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)業面臨著嚴峻挑戰(zhan)。如何應對(dui)挑戰(zhan),筆者(zhe)認(ren)為,根本(ben)對(dui)策是全(quan)面提高保(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)服務質量。

一(yi)、保(bao)險營銷(xiao)的本質在于提高服務質量(liang)

1960年(nian),“ama”最先給服(fu)(fu)務定(ding)義為(wei)“用于(yu)(yu)(yu)出售(shou)或者(zhe)是同產品(pin)(pin)(pin)(pin)連在一起出售(shou)的活(huo)動、利益或滿(man)足感(gan)”。作為(wei)一種(zhong)無形(xing)(xing)的、以風險(xian)(xian)(xian)為(wei)對(dui)象的特(te)殊(shu)商品(pin)(pin)(pin)(pin),保(bao)(bao)(bao)(bao)險(xian)(xian)(xian)商品(pin)(pin)(pin)(pin)從本質上看,是一種(zhong)服(fu)(fu)務。與有形(xing)(xing)物質商品(pin)(pin)(pin)(pin)相比,它(ta)具有如下幾方面(mian)特(te)征(zheng):1、不(bu)可(ke)(ke)感(gan)知性(xing)(xing)(xing)。是指(zhi)保(bao)(bao)(bao)(bao)險(xian)(xian)(xian)服(fu)(fu)務的特(te)質,組成(cheng)服(fu)(fu)務的元(yuan)素是無形(xing)(xing)無質的,以及(ji)使用服(fu)(fu)務后的利益讓(rang)人(ren)不(bu)能觸摸。2、不(bu)可(ke)(ke)分離性(xing)(xing)(xing)。即保(bao)(bao)(bao)(bao)險(xian)(xian)(xian)商品(pin)(pin)(pin)(pin)的生產與消(xiao)費,在時間上存(cun)在一致性(xing)(xing)(xing)。3、不(bu)可(ke)(ke)儲(chu)存(cun)性(xing)(xing)(xing)。基于(yu)(yu)(yu)上述(shu)兩(liang)個特(te)征(zheng),使保(bao)(bao)(bao)(bao)險(xian)(xian)(xian)商品(pin)(pin)(pin)(pin)不(bu)像有形(xing)(xing)商品(pin)(pin)(pin)(pin)一樣,可(ke)(ke)被(bei)儲(chu)存(cun)起來。4、不(bu)穩(wen)定(ding)性(xing)(xing)(xing)。保(bao)(bao)(bao)(bao)險(xian)(xian)(xian)商品(pin)(pin)(pin)(pin)很難像一般(ban)工(gong)業(ye)產品(pin)(pin)(pin)(pin)實行(xing)機械化或標準化生產,質量缺乏穩(wen)定(ding)性(xing)(xing)(xing)。5、價(jia)格相對(dui)固(gu)定(ding)性(xing)(xing)(xing)。保(bao)(bao)(bao)(bao)險(xian)(xian)(xian)商品(pin)(pin)(pin)(pin)遵(zun)循的是非價(jia)格競(jing)爭原則。保(bao)(bao)(bao)(bao)險(xian)(xian)(xian)商品(pin)(pin)(pin)(pin)的上述(shu)五方面(mian)特(te)性(xing)(xing)(xing),決定(ding)了保(bao)(bao)(bao)(bao)險(xian)(xian)(xian)營銷的根本方向(xiang)在于(yu)(yu)(yu)全面(mian)提高保(bao)(bao)(bao)(bao)險(xian)(xian)(xian)服(fu)(fu)務質量。

同時,據菲利普·科(ke)特勒的“顧(gu)客讓渡價值”理(li)論(lun),在保險營銷(xiao)活動(dong)中,其營銷(xiao)核心是提高(gao)(gao)服務(wu)質量,因為服務(wu)質量的提高(gao)(gao),一(yi)方面增大了“顧(gu)客總價值”,另一(yi)方面減少了“顧(gu)客總成(cheng)本”。從(cong)而達到了“顧(gu)客讓渡價值”的最(zui)(zui)大化(hua),最(zui)(zui)大限(xian)度(du)地滿足(zu)保險市場(chang)的顧(gu)客需求。

但是,在(zai)我國(guo)保(bao)(bao)險(xian)(xian)市(shi)場上,保(bao)(bao)險(xian)(xian)公司(si)(si)(si)提供的(de)(de)(de)服(fu)(fu)(fu)務(wu)(wu)狀況又如何(he)呢?上海保(bao)(bao)險(xian)(xian)同業(ye)工(gong)會(hui)1998年曾就服(fu)(fu)(fu)務(wu)(wu)問題,進行過市(shi)場調查。中國(guo)平安保(bao)(bao)險(xian)(xian)股(gu)份有限公司(si)(si)(si)的(de)(de)(de)調查資料表(biao)明:成交(jiao)后業(ye)務(wu)(wu)員(yuan)與顧客從未聯系(xi)過的(de)(de)(de)占367%;保(bao)(bao)戶打(da)多次電話業(ye)務(wu)(wu)員(yuan)才回(hui)應的(de)(de)(de)占36%;保(bao)(bao)戶因找不(bu)到業(ye)務(wu)(wu)員(yuan)而(er)要(yao)求(qiu)退保(bao)(bao)的(de)(de)(de)占205%;保(bao)(bao)戶發現(xian)正式保(bao)(bao)單條款與業(ye)務(wu)(wu)員(yuan)推銷時(shi)承(cheng)諾不(bu)一(yi)致的(de)(de)(de)占64%;業(ye)務(wu)(wu)員(yuan)要(yao)求(qiu)保(bao)(bao)戶退保(bao)(bao)、轉投自(zi)己的(de)(de)(de)占26%;業(ye)務(wu)(wu)員(yuan)在(zai)保(bao)(bao)戶面(mian)前貶(bian)低其(qi)他業(ye)務(wu)(wu)員(yuan)、抬高(gao)自(zi)己的(de)(de)(de)占218%。服(fu)(fu)(fu)務(wu)(wu)質量較高(gao)的(de)(de)(de)“平安”保(bao)(bao)險(xian)(xian)公司(si)(si)(si)尚且如此,可見,中國(guo)保(bao)(bao)險(xian)(xian)業(ye)服(fu)(fu)(fu)務(wu)(wu)質量的(de)(de)(de)確難盡人意。難怪有848%的(de)(de)(de)上海市(shi)民,呼吁保(bao)(bao)險(xian)(xian)公司(si)(si)(si)要(yao)提高(gao)服(fu)(fu)(fu)務(wu)(wu)質量。

[摘要(yao)(yao)(yao)]隨著(zhu)加(jia)入WTO的(de)(de)(de)(de)(de)(de)(de)(de)日(ri)益(yi)臨近(jin),中國(guo)(guo)(guo)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)機(ji)(ji)遇與(yu)(yu)挑(tiao)戰(zhan)并存,保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)營(ying)銷(xiao)(xiao)的(de)(de)(de)(de)(de)(de)(de)(de)根(gen)(gen)本(ben)(ben)出(chu)路在(zai)(zai)于(yu)提(ti)(ti)(ti)高(gao)(gao)(gao)服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)質(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)量(liang)(liang)(liang)(liang)。判(pan)(pan)斷保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)企(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)質(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)量(liang)(liang)(liang)(liang)高(gao)(gao)(gao)低(di)(di)(di)的(de)(de)(de)(de)(de)(de)(de)(de)重(zhong)要(yao)(yao)(yao)標(biao)準(zhun)(zhun),在(zai)(zai)于(yu)顧(gu)(gu)(gu)(gu)客(ke)(ke)(ke)(ke)(ke)期(qi)(qi)望(wang)(wang)(wang)值(zhi)(zhi)(zhi)(zhi)滿(man)(man)足(zu)(zu)程(cheng)度(du)(du)(du)(du),而提(ti)(ti)(ti)高(gao)(gao)(gao)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)質(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)量(liang)(liang)(liang)(liang)的(de)(de)(de)(de)(de)(de)(de)(de)具體(ti)措施,則(ze)體(ti)現(xian)在(zai)(zai)樹立(li)(li)服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)至(zhi)(zhi)上觀念、提(ti)(ti)(ti)高(gao)(gao)(gao)員(yuan)(yuan)(yuan)工服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)素(su)質(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)及提(ti)(ti)(ti)供專業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)化(hua)服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)等(deng)(deng)(deng)(deng)(deng)(deng)(deng)方(fang)面(mian)。[關鍵詞(ci)]保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)營(ying)銷(xiao)(xiao);顧(gu)(gu)(gu)(gu)客(ke)(ke)(ke)(ke)(ke)期(qi)(qi)望(wang)(wang)(wang)值(zhi)(zhi)(zhi)(zhi);服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)值(zhi)(zhi)(zhi)(zhi)20世(shi)紀80年(nian)(nian)代以(yi)(yi)來,經過短短十幾年(nian)(nian)的(de)(de)(de)(de)(de)(de)(de)(de)發(fa)(fa)展,中國(guo)(guo)(guo)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)市(shi)(shi)(shi)(shi)場(chang)(chang)(chang)格局發(fa)(fa)生了(le)深刻變化(hua),保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)種不(bu)(bu)(bu)(bu)斷增(zeng)加(jia),保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)費(fei)收入由1982年(nian)(nian)7億多(duo)元(yuan)(yuan)(yuan),猛增(zeng)到(dao)(dao)1997年(nian)(nian)的(de)(de)(de)(de)(de)(de)(de)(de)1080億元(yuan)(yuan)(yuan),保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)公(gong)(gong)司(si)(si)(si)也(ye)由原來壟斷經營(ying),發(fa)(fa)展到(dao)(dao)現(xian)在(zai)(zai)的(de)(de)(de)(de)(de)(de)(de)(de)以(yi)(yi)“中保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)”為(wei)(wei)(wei)(wei)主體(ti),多(duo)家(jia)中外(wai)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)公(gong)(gong)司(si)(si)(si)共同(tong)(tong)(tong)發(fa)(fa)展的(de)(de)(de)(de)(de)(de)(de)(de)市(shi)(shi)(shi)(shi)場(chang)(chang)(chang)格局。據(ju)(ju)(ju)國(guo)(guo)(guo)外(wai)權威機(ji)(ji)構預測(ce),中國(guo)(guo)(guo)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)需求(qiu)(qiu)將以(yi)(yi)每年(nian)(nian)10%的(de)(de)(de)(de)(de)(de)(de)(de)速度(du)(du)(du)(du)持續增(zeng)長,到(dao)(dao)2000年(nian)(nian)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)費(fei)收入將達到(dao)(dao)2480億元(yuan)(yuan)(yuan),保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)密(mi)度(du)(du)(du)(du)為(wei)(wei)(wei)(wei)19165元(yuan)(yuan)(yuan),保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)深度(du)(du)(du)(du)為(wei)(wei)(wei)(wei)283%。同(tong)(tong)(tong)時據(ju)(ju)(ju)蓋(gai)洛(luo)普調查(cha)(cha)公(gong)(gong)司(si)(si)(si)最(zui)(zui)新調查(cha)(cha)(1999年(nian)(nian))顯(xian)示,未來兩(liang)年(nian)(nian)百姓(xing)打算購(gou)買什么,選擇(ze)彩電為(wei)(wei)(wei)(wei)33%,選擇(ze)人(ren)(ren)(ren)(ren)壽(shou)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)占(zhan)22%,名(ming)(ming)(ming)列(lie)第(di)(di)二。所(suo)以(yi)(yi),作為(wei)(wei)(wei)(wei)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)障經濟和社會(hui)(hui)安(an)定(ding)的(de)(de)(de)(de)(de)(de)(de)(de)中國(guo)(guo)(guo)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye),具有(you)廣闊的(de)(de)(de)(de)(de)(de)(de)(de)發(fa)(fa)展前(qian)景。但(dan)(dan)與(yu)(yu)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)發(fa)(fa)達國(guo)(guo)(guo)家(jia)相(xiang)(xiang)(xiang)比(bi)(bi)較(如(ru)1991年(nian)(nian),瑞(rui)士(shi)、日(ri)本(ben)(ben)、英國(guo)(guo)(guo)、美(mei)(mei)國(guo)(guo)(guo)的(de)(de)(de)(de)(de)(de)(de)(de)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)密(mi)度(du)(du)(du)(du),分(fen)(fen)別為(wei)(wei)(wei)(wei)3002美(mei)(mei)元(yuan)(yuan)(yuan)、2487美(mei)(mei)元(yuan)(yuan)(yuan)、1999美(mei)(mei)元(yuan)(yuan)(yuan)、1931美(mei)(mei)元(yuan)(yuan)(yuan),該年(nian)(nian)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)深度(du)(du)(du)(du)超過8%的(de)(de)(de)(de)(de)(de)(de)(de)國(guo)(guo)(guo)家(jia)有(you):韓、南(nan)非(fei)、英、美(mei)(mei)、日(ri)、瑞(rui)士(shi)等(deng)(deng)(deng)(deng)(deng)(deng)(deng)),中國(guo)(guo)(guo)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)尚處在(zai)(zai)一(yi)(yi)個(ge)(ge)(ge)(ge)拓(tuo)寬時期(qi)(qi)。隨著(zhu)加(jia)入WTO的(de)(de)(de)(de)(de)(de)(de)(de)日(ri)益(yi)臨近(jin),保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)市(shi)(shi)(shi)(shi)場(chang)(chang)(chang)將逐步加(jia)大(da)對(dui)外(wai)開放(fang)步伐,中國(guo)(guo)(guo)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)面(mian)臨著(zhu)嚴(yan)峻(jun)挑(tiao)戰(zhan)。如(ru)何應對(dui)挑(tiao)戰(zhan),筆者(zhe)認(ren)為(wei)(wei)(wei)(wei),根(gen)(gen)本(ben)(ben)對(dui)策是(shi)(shi)(shi)(shi)全(quan)(quan)面(mian)提(ti)(ti)(ti)高(gao)(gao)(gao)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)質(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)量(liang)(liang)(liang)(liang)。一(yi)(yi)、保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)營(ying)銷(xiao)(xiao)的(de)(de)(de)(de)(de)(de)(de)(de)本(ben)(ben)質(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)在(zai)(zai)于(yu)提(ti)(ti)(ti)高(gao)(gao)(gao)服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)質(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)量(liang)(liang)(liang)(liang)1960年(nian)(nian),“AMA”最(zui)(zui)先(xian)(xian)給(gei)服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)定(ding)義(yi)為(wei)(wei)(wei)(wei)“用于(yu)出(chu)售(shou)或(huo)者(zhe)是(shi)(shi)(shi)(shi)同(tong)(tong)(tong)產(chan)品(pin)(pin)連在(zai)(zai)一(yi)(yi)起出(chu)售(shou)的(de)(de)(de)(de)(de)(de)(de)(de)活(huo)動、利(li)益(yi)或(huo)滿(man)(man)足(zu)(zu)感(gan)(gan)(gan)”。作為(wei)(wei)(wei)(wei)一(yi)(yi)種無(wu)(wu)形(xing)(xing)的(de)(de)(de)(de)(de)(de)(de)(de)、以(yi)(yi)風(feng)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)為(wei)(wei)(wei)(wei)對(dui)象(xiang)(xiang)的(de)(de)(de)(de)(de)(de)(de)(de)特(te)殊商品(pin)(pin),保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)商品(pin)(pin)從(cong)(cong)本(ben)(ben)質(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)上看(kan),是(shi)(shi)(shi)(shi)一(yi)(yi)種服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)。與(yu)(yu)有(you)形(xing)(xing)物質(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)商品(pin)(pin)相(xiang)(xiang)(xiang)比(bi)(bi),它(ta)具有(you)如(ru)下幾方(fang)面(mian)特(te)征:1、不(bu)(bu)(bu)(bu)可(ke)(ke)感(gan)(gan)(gan)知性(xing)(xing)(xing)(xing)(xing)(xing)。是(shi)(shi)(shi)(shi)指(zhi)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)的(de)(de)(de)(de)(de)(de)(de)(de)特(te)質(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi),組成(cheng)服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)的(de)(de)(de)(de)(de)(de)(de)(de)元(yuan)(yuan)(yuan)素(su)是(shi)(shi)(shi)(shi)無(wu)(wu)形(xing)(xing)無(wu)(wu)質(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)的(de)(de)(de)(de)(de)(de)(de)(de),以(yi)(yi)及使(shi)用服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)后的(de)(de)(de)(de)(de)(de)(de)(de)利(li)益(yi)讓人(ren)(ren)(ren)(ren)不(bu)(bu)(bu)(bu)能觸摸。2、不(bu)(bu)(bu)(bu)可(ke)(ke)分(fen)(fen)離(li)性(xing)(xing)(xing)(xing)(xing)(xing)。即(ji)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)商品(pin)(pin)的(de)(de)(de)(de)(de)(de)(de)(de)生產(chan)與(yu)(yu)消費(fei),在(zai)(zai)時間(jian)上存在(zai)(zai)一(yi)(yi)致性(xing)(xing)(xing)(xing)(xing)(xing)。3、不(bu)(bu)(bu)(bu)可(ke)(ke)儲存性(xing)(xing)(xing)(xing)(xing)(xing)。基于(yu)上述兩(liang)個(ge)(ge)(ge)(ge)特(te)征,使(shi)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)商品(pin)(pin)不(bu)(bu)(bu)(bu)像有(you)形(xing)(xing)商品(pin)(pin)一(yi)(yi)樣(yang),可(ke)(ke)被儲存起來。4、不(bu)(bu)(bu)(bu)穩定(ding)性(xing)(xing)(xing)(xing)(xing)(xing)。保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)商品(pin)(pin)很(hen)難像一(yi)(yi)般(ban)工業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)產(chan)品(pin)(pin)實(shi)(shi)(shi)行機(ji)(ji)械化(hua)或(huo)標(biao)準(zhun)(zhun)化(hua)生產(chan),質(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)量(liang)(liang)(liang)(liang)缺(que)乏穩定(ding)性(xing)(xing)(xing)(xing)(xing)(xing)。5、價(jia)(jia)(jia)格相(xiang)(xiang)(xiang)對(dui)固定(ding)性(xing)(xing)(xing)(xing)(xing)(xing)。保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)商品(pin)(pin)遵循的(de)(de)(de)(de)(de)(de)(de)(de)是(shi)(shi)(shi)(shi)非(fei)價(jia)(jia)(jia)格競(jing)爭原則(ze)。保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)商品(pin)(pin)的(de)(de)(de)(de)(de)(de)(de)(de)上述五(wu)方(fang)面(mian)特(te)性(xing)(xing)(xing)(xing)(xing)(xing),決(jue)定(ding)了(le)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)營(ying)銷(xiao)(xiao)的(de)(de)(de)(de)(de)(de)(de)(de)根(gen)(gen)本(ben)(ben)方(fang)向(xiang)在(zai)(zai)于(yu)全(quan)(quan)面(mian)提(ti)(ti)(ti)高(gao)(gao)(gao)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)質(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)量(liang)(liang)(liang)(liang)。同(tong)(tong)(tong)時,據(ju)(ju)(ju)菲(fei)利(li)普·科特(te)勒的(de)(de)(de)(de)(de)(de)(de)(de)“顧(gu)(gu)(gu)(gu)客(ke)(ke)(ke)(ke)(ke)讓渡價(jia)(jia)(jia)值(zhi)(zhi)(zhi)(zhi)”理(li)(li)論,在(zai)(zai)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)營(ying)銷(xiao)(xiao)活(huo)動中,其(qi)營(ying)銷(xiao)(xiao)核心(xin)是(shi)(shi)(shi)(shi)提(ti)(ti)(ti)高(gao)(gao)(gao)服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)質(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)量(liang)(liang)(liang)(liang),因(yin)(yin)為(wei)(wei)(wei)(wei)服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)質(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)量(liang)(liang)(liang)(liang)的(de)(de)(de)(de)(de)(de)(de)(de)提(ti)(ti)(ti)高(gao)(gao)(gao),一(yi)(yi)方(fang)面(mian)增(zeng)大(da)了(le)“顧(gu)(gu)(gu)(gu)客(ke)(ke)(ke)(ke)(ke)總(zong)價(jia)(jia)(jia)值(zhi)(zhi)(zhi)(zhi)”,另一(yi)(yi)方(fang)面(mian)減少(shao)了(le)“顧(gu)(gu)(gu)(gu)客(ke)(ke)(ke)(ke)(ke)總(zong)成(cheng)本(ben)(ben)”。從(cong)(cong)而達到(dao)(dao)了(le)“顧(gu)(gu)(gu)(gu)客(ke)(ke)(ke)(ke)(ke)讓渡價(jia)(jia)(jia)值(zhi)(zhi)(zhi)(zhi)”的(de)(de)(de)(de)(de)(de)(de)(de)最(zui)(zui)大(da)化(hua),最(zui)(zui)大(da)限度(du)(du)(du)(du)地(di)滿(man)(man)足(zu)(zu)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)市(shi)(shi)(shi)(shi)場(chang)(chang)(chang)的(de)(de)(de)(de)(de)(de)(de)(de)顧(gu)(gu)(gu)(gu)客(ke)(ke)(ke)(ke)(ke)需求(qiu)(qiu)。但(dan)(dan)是(shi)(shi)(shi)(shi),在(zai)(zai)我國(guo)(guo)(guo)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)市(shi)(shi)(shi)(shi)場(chang)(chang)(chang)上,保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)公(gong)(gong)司(si)(si)(si)提(ti)(ti)(ti)供的(de)(de)(de)(de)(de)(de)(de)(de)服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)狀況又如(ru)何呢?上海(hai)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)同(tong)(tong)(tong)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)工會(hui)(hui)1998年(nian)(nian)曾就服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)問題,進行過市(shi)(shi)(shi)(shi)場(chang)(chang)(chang)調查(cha)(cha)。中國(guo)(guo)(guo)平(ping)安(an)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)股(gu)份(fen)有(you)限公(gong)(gong)司(si)(si)(si)的(de)(de)(de)(de)(de)(de)(de)(de)調查(cha)(cha)資(zi)料表(biao)明:成(cheng)交后業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)務(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)員(yuan)(yuan)(yuan)與(yu)(yu)顧(gu)(gu)(gu)(gu)客(ke)(ke)(ke)(ke)(ke)從(cong)(cong)未聯系(xi)(xi)過的(de)(de)(de)(de)(de)(de)(de)(de)占(zhan)367%;保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)戶(hu)打多(duo)次電話(hua)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)務(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)員(yuan)(yuan)(yuan)才回(hui)應的(de)(de)(de)(de)(de)(de)(de)(de)占(zhan)36%;保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)戶(hu)因(yin)(yin)找不(bu)(bu)(bu)(bu)到(dao)(dao)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)務(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)員(yuan)(yuan)(yuan)而要(yao)(yao)(yao)求(qiu)(qiu)退保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)的(de)(de)(de)(de)(de)(de)(de)(de)占(zhan)205%;保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)戶(hu)發(fa)(fa)現(xian)正式(shi)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)單(dan)條款與(yu)(yu)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)務(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)員(yuan)(yuan)(yuan)推(tui)銷(xiao)(xiao)時承諾不(bu)(bu)(bu)(bu)一(yi)(yi)致的(de)(de)(de)(de)(de)(de)(de)(de)占(zhan)64%;業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)務(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)員(yuan)(yuan)(yuan)要(yao)(yao)(yao)求(qiu)(qiu)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)戶(hu)退保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)、轉投自己(ji)的(de)(de)(de)(de)(de)(de)(de)(de)占(zhan)26%;業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)務(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)員(yuan)(yuan)(yuan)在(zai)(zai)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)戶(hu)面(mian)前(qian)貶(bian)低(di)(di)(di)其(qi)他(ta)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)務(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)員(yuan)(yuan)(yuan)、抬高(gao)(gao)(gao)自己(ji)的(de)(de)(de)(de)(de)(de)(de)(de)占(zhan)218%。服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)質(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)量(liang)(liang)(liang)(liang)較高(gao)(gao)(gao)的(de)(de)(de)(de)(de)(de)(de)(de)“平(ping)安(an)”保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)公(gong)(gong)司(si)(si)(si)尚且如(ru)此(ci)(ci),可(ke)(ke)見,中國(guo)(guo)(guo)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)質(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)量(liang)(liang)(liang)(liang)的(de)(de)(de)(de)(de)(de)(de)(de)確難盡人(ren)(ren)(ren)(ren)意(yi)(yi)。難怪有(you)848%的(de)(de)(de)(de)(de)(de)(de)(de)上海(hai)市(shi)(shi)(shi)(shi)民(min),呼吁保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)公(gong)(gong)司(si)(si)(si)要(yao)(yao)(yao)提(ti)(ti)(ti)高(gao)(gao)(gao)服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)質(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)量(liang)(liang)(liang)(liang)。二、提(ti)(ti)(ti)高(gao)(gao)(gao)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)質(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)量(liang)(liang)(liang)(liang)的(de)(de)(de)(de)(de)(de)(de)(de)現(xian)實(shi)(shi)(shi)意(yi)(yi)義(yi)優質(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)的(de)(de)(de)(de)(de)(de)(de)(de)服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)有(you)利(li)于(yu)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)公(gong)(gong)司(si)(si)(si)樹立(li)(li)良(liang)好(hao)(hao)的(de)(de)(de)(de)(de)(de)(de)(de)企(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)形(xing)(xing)象(xiang)(xiang),增(zeng)強信(xin)任(ren)感(gan)(gan)(gan),提(ti)(ti)(ti)高(gao)(gao)(gao)顧(gu)(gu)(gu)(gu)客(ke)(ke)(ke)(ke)(ke)的(de)(de)(de)(de)(de)(de)(de)(de)忠誠(cheng)度(du)(du)(du)(du),更好(hao)(hao)地(di)滿(man)(man)足(zu)(zu)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)戶(hu)的(de)(de)(de)(de)(de)(de)(de)(de)需要(yao)(yao)(yao),從(cong)(cong)而達到(dao)(dao)提(ti)(ti)(ti)高(gao)(gao)(gao)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)公(gong)(gong)司(si)(si)(si)續保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)率、增(zeng)加(jia)新“保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)單(dan)”的(de)(de)(de)(de)(de)(de)(de)(de)目的(de)(de)(de)(de)(de)(de)(de)(de)。所(suo)以(yi)(yi),優質(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)的(de)(de)(de)(de)(de)(de)(de)(de)服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu),能為(wei)(wei)(wei)(wei)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)企(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)帶(dai)來銷(xiao)(xiao)售(shou),創造利(li)潤,是(shi)(shi)(shi)(shi)一(yi)(yi)種“雙贏(ying)”策略,即(ji)顧(gu)(gu)(gu)(gu)客(ke)(ke)(ke)(ke)(ke)滿(man)(man)意(yi)(yi)、企(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)獲利(li)。從(cong)(cong)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)成(cheng)功人(ren)(ren)(ren)(ren)士(shi)的(de)(de)(de)(de)(de)(de)(de)(de)一(yi)(yi)系(xi)(xi)列(lie)事例中,同(tong)(tong)(tong)樣(yang)也(ye)能得到(dao)(dao)印(yin)證,如(ru)美(mei)(mei)國(guo)(guo)(guo)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)協(xie)會(hui)(hui)會(hui)(hui)長梅蒂先(xian)(xian)生,被譽為(wei)(wei)(wei)(wei)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)傳(chuan)奇人(ren)(ren)(ren)(ren)物。相(xiang)(xiang)(xiang)反,低(di)(di)(di)劣(lie)的(de)(de)(de)(de)(de)(de)(de)(de)服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu),將嚴(yan)重(zhong)損害保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)公(gong)(gong)司(si)(si)(si)的(de)(de)(de)(de)(de)(de)(de)(de)形(xing)(xing)象(xiang)(xiang),流失原有(you)顧(gu)(gu)(gu)(gu)客(ke)(ke)(ke)(ke)(ke)群,導致保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)戶(hu)退保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)、斷交保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)費(fei)、拒絕續保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)以(yi)(yi)及失去(qu)(qu)顧(gu)(gu)(gu)(gu)客(ke)(ke)(ke)(ke)(ke)源(yuan)等(deng)(deng)(deng)(deng)(deng)(deng)(deng)一(yi)(yi)系(xi)(xi)列(lie)不(bu)(bu)(bu)(bu)良(liang)后果。據(ju)(ju)(ju)統計,一(yi)(yi)個(ge)(ge)(ge)(ge)不(bu)(bu)(bu)(bu)滿(man)(man)意(yi)(yi)客(ke)(ke)(ke)(ke)(ke)戶(hu),會(hui)(hui)將自己(ji)的(de)(de)(de)(de)(de)(de)(de)(de)抱怨平(ping)均告訴8人(ren)(ren)(ren)(ren)至(zhi)(zhi)10人(ren)(ren)(ren)(ren)。著(zhu)名(ming)(ming)(ming)的(de)(de)(de)(de)(de)(de)(de)(de)推(tui)銷(xiao)(xiao)員(yuan)(yuan)(yuan)喬氣拉德曾說過:每一(yi)(yi)個(ge)(ge)(ge)(ge)顧(gu)(gu)(gu)(gu)客(ke)(ke)(ke)(ke)(ke)背后都有(you)250個(ge)(ge)(ge)(ge)關系(xi)(xi)人(ren)(ren)(ren)(ren),因(yin)(yin)此(ci)(ci),提(ti)(ti)(ti)高(gao)(gao)(gao)服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)質(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)量(liang)(liang)(liang)(liang),具有(you)很(hen)強的(de)(de)(de)(de)(de)(de)(de)(de)現(xian)實(shi)(shi)(shi)意(yi)(yi)義(yi)。三(san)、保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)質(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)量(liang)(liang)(liang)(liang)測(ce)量(liang)(liang)(liang)(liang)標(biao)準(zhun)(zhun)既然服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)質(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)量(liang)(liang)(liang)(liang)是(shi)(shi)(shi)(shi)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)營(ying)銷(xiao)(xiao)的(de)(de)(de)(de)(de)(de)(de)(de)核心(xin)問題,那么,怎樣(yang)判(pan)(pan)斷服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)質(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)量(liang)(liang)(liang)(liang)的(de)(de)(de)(de)(de)(de)(de)(de)高(gao)(gao)(gao)低(di)(di)(di)呢?美(mei)(mei)國(guo)(guo)(guo)著(zhu)名(ming)(ming)(ming)學者(zhe)白瑞(rui)及西斯(si)姆等(deng)(deng)(deng)(deng)(deng)(deng)(deng),提(ti)(ti)(ti)出(chu)服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)質(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)量(liang)(liang)(liang)(liang)模型,據(ju)(ju)(ju)他(ta)們的(de)(de)(de)(de)(de)(de)(de)(de)理(li)(li)論,保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)質(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)量(liang)(liang)(liang)(liang)有(you)五(wu)個(ge)(ge)(ge)(ge)測(ce)量(liang)(liang)(liang)(liang)標(biao)準(zhun)(zhun):1、可(ke)(ke)感(gan)(gan)(gan)知性(xing)(xing)(xing)(xing)(xing)(xing)。是(shi)(shi)(shi)(shi)指(zhi)服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)產(chan)品(pin)(pin)的(de)(de)(de)(de)(de)(de)(de)(de)“有(you)形(xing)(xing)部分(fen)(fen)”,為(wei)(wei)(wei)(wei)各種保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)、服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)人(ren)(ren)(ren)(ren)員(yuan)(yuan)(yuan)外(wai)表(biao)等(deng)(deng)(deng)(deng)(deng)(deng)(deng)。2、可(ke)(ke)靠性(xing)(xing)(xing)(xing)(xing)(xing)。指(zhi)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)企(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)準(zhun)(zhun)確無(wu)(wu)誤地(di)完成(cheng)所(suo)承諾服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)。3、反應性(xing)(xing)(xing)(xing)(xing)(xing)。指(zhi)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)公(gong)(gong)司(si)(si)(si)隨時準(zhun)(zhun)備(bei)愿意(yi)(yi)為(wei)(wei)(wei)(wei)顧(gu)(gu)(gu)(gu)客(ke)(ke)(ke)(ke)(ke)提(ti)(ti)(ti)供快(kuai)捷、有(you)效的(de)(de)(de)(de)(de)(de)(de)(de)服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)。4、保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)證性(xing)(xing)(xing)(xing)(xing)(xing)。即(ji)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)人(ren)(ren)(ren)(ren)員(yuan)(yuan)(yuan)的(de)(de)(de)(de)(de)(de)(de)(de)友好(hao)(hao)態度(du)(du)(du)(du)與(yu)(yu)勝(sheng)任(ren)能力,它(ta)能增(zeng)強保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)戶(hu)對(dui)企(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)質(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)量(liang)(liang)(liang)(liang)的(de)(de)(de)(de)(de)(de)(de)(de)信(xin)心(xin)和安(an)全(quan)(quan)感(gan)(gan)(gan)。5、人(ren)(ren)(ren)(ren)情性(xing)(xing)(xing)(xing)(xing)(xing)。指(zhi)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)企(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)要(yao)(yao)(yao)真誠(cheng)地(di)關心(xin)顧(gu)(gu)(gu)(gu)客(ke)(ke)(ke)(ke)(ke),了(le)解他(ta)們的(de)(de)(de)(de)(de)(de)(de)(de)實(shi)(shi)(shi)際(ji)(ji)需要(yao)(yao)(yao),并予以(yi)(yi)滿(man)(man)足(zu)(zu),使(shi)整個(ge)(ge)(ge)(ge)服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)過程(cheng)富有(you)“人(ren)(ren)(ren)(ren)情味”。據(ju)(ju)(ju)上述五(wu)個(ge)(ge)(ge)(ge)標(biao)準(zhun)(zhun),白瑞(rui)等(deng)(deng)(deng)(deng)(deng)(deng)(deng)建立(li)(li)了(le)“Servqual”模型,測(ce)量(liang)(liang)(liang)(liang)服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)質(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)量(liang)(liang)(liang)(liang),即(ji):Servqual值(zhi)(zhi)(zhi)(zhi)=實(shi)(shi)(shi)際(ji)(ji)感(gan)(gan)(gan)受(shou)值(zhi)(zhi)(zhi)(zhi)-期(qi)(qi)望(wang)(wang)(wang)值(zhi)(zhi)(zhi)(zhi)。據(ju)(ju)(ju)此(ci)(ci)模型,企(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)質(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)量(liang)(liang)(liang)(liang)的(de)(de)(de)(de)(de)(de)(de)(de)優劣(lie),取(qu)決(jue)于(yu)其(qi)實(shi)(shi)(shi)際(ji)(ji)提(ti)(ti)(ti)供服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)狀況(即(ji)顧(gu)(gu)(gu)(gu)客(ke)(ke)(ke)(ke)(ke)實(shi)(shi)(shi)際(ji)(ji)感(gan)(gan)(gan)受(shou)值(zhi)(zhi)(zhi)(zhi))與(yu)(yu)顧(gu)(gu)(gu)(gu)客(ke)(ke)(ke)(ke)(ke)期(qi)(qi)望(wang)(wang)(wang)值(zhi)(zhi)(zhi)(zhi)之(zhi)間(jian)的(de)(de)(de)(de)(de)(de)(de)(de)差(cha)額。由此(ci)(ci)推(tui)斷,保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)企(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)的(de)(de)(de)(de)(de)(de)(de)(de)服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)重(zhong)點(或(huo)判(pan)(pan)斷核心(xin)標(biao)準(zhun)(zhun)),在(zai)(zai)于(yu)最(zui)(zui)大(da)限度(du)(du)(du)(du)地(di)滿(man)(man)足(zu)(zu)顧(gu)(gu)(gu)(gu)客(ke)(ke)(ke)(ke)(ke)的(de)(de)(de)(de)(de)(de)(de)(de)期(qi)(qi)望(wang)(wang)(wang)值(zhi)(zhi)(zhi)(zhi),即(ji)顧(gu)(gu)(gu)(gu)客(ke)(ke)(ke)(ke)(ke)渴(ke)望(wang)(wang)(wang)從(cong)(cong)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)公(gong)(gong)司(si)(si)(si)得到(dao)(dao)的(de)(de)(de)(de)(de)(de)(de)(de)滿(man)(man)意(yi)(yi)服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)。我們將保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)企(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)的(de)(de)(de)(de)(de)(de)(de)(de)實(shi)(shi)(shi)際(ji)(ji)服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu),按其(qi)滿(man)(man)足(zu)(zu)顧(gu)(gu)(gu)(gu)客(ke)(ke)(ke)(ke)(ke)期(qi)(qi)望(wang)(wang)(wang)值(zhi)(zhi)(zhi)(zhi)標(biao)準(zhun)(zhun),分(fen)(fen)為(wei)(wei)(wei)(wei)如(ru)下五(wu)個(ge)(ge)(ge)(ge)等(deng)(deng)(deng)(deng)(deng)(deng)(deng)級(ji)(ji)(ji)。1、基本(ben)(ben)服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)。如(ru)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)務(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)員(yuan)(yuan)(yuan)親自向(xiang)顧(gu)(gu)(gu)(gu)客(ke)(ke)(ke)(ke)(ke)遞(di)交保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)單(dan)。2、標(biao)準(zhun)(zhun)服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)。如(ru)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)戶(hu)生日(ri)、婚慶或(huo)節假日(ri),業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)務(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)員(yuan)(yuan)(yuan)是(shi)(shi)(shi)(shi)否送(song)賀卡(ka)等(deng)(deng)(deng)(deng)(deng)(deng)(deng)。3、滿(man)(man)足(zu)(zu)服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)。如(ru)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)戶(hu)出(chu)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian),業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)務(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)員(yuan)(yuan)(yuan)是(shi)(shi)(shi)(shi)否親自參與(yu)(yu)理(li)(li)賠,若(ruo)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)戶(hu)依約(yue)無(wu)(wu)法得到(dao)(dao)理(li)(li)賠時,業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)務(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)員(yuan)(yuan)(yuan)是(shi)(shi)(shi)(shi)否帶(dai)一(yi)(yi)份(fen)禮(li)物以(yi)(yi)示安(an)慰。4、超值(zhi)(zhi)(zhi)(zhi)服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)。如(ru)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)戶(hu)是(shi)(shi)(shi)(shi)一(yi)(yi)名(ming)(ming)(ming)球迷或(huo)戲(xi)迷,業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)務(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)員(yuan)(yuan)(yuan)是(shi)(shi)(shi)(shi)否想方(fang)設法送(song)去(qu)(qu)緊俏的(de)(de)(de)(de)(de)(de)(de)(de)戲(xi)票(piao)、球票(piao)。5、難忘服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)。如(ru)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)戶(hu)生病住院無(wu)(wu)人(ren)(ren)(ren)(ren)照顧(gu)(gu)(gu)(gu),業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)務(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)員(yuan)(yuan)(yuan)是(shi)(shi)(shi)(shi)否及時照顧(gu)(gu)(gu)(gu)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)戶(hu),甚至(zhi)(zhi)做保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)戶(hu)的(de)(de)(de)(de)(de)(de)(de)(de)陪夜人(ren)(ren)(ren)(ren)。在(zai)(zai)上述五(wu)個(ge)(ge)(ge)(ge)等(deng)(deng)(deng)(deng)(deng)(deng)(deng)級(ji)(ji)(ji)服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)中,一(yi)(yi)般(ban)認(ren)為(wei)(wei)(wei)(wei),第(di)(di)一(yi)(yi)到(dao)(dao)第(di)(di)三(san)等(deng)(deng)(deng)(deng)(deng)(deng)(deng)級(ji)(ji)(ji)Servqual值(zhi)(zhi)(zhi)(zhi)為(wei)(wei)(wei)(wei)0,第(di)(di)四至(zhi)(zhi)第(di)(di)五(wu)個(ge)(ge)(ge)(ge)等(deng)(deng)(deng)(deng)(deng)(deng)(deng)級(ji)(ji)(ji)Servqual值(zhi)(zhi)(zhi)(zhi)大(da)于(yu)0。若(ruo)連第(di)(di)一(yi)(yi)等(deng)(deng)(deng)(deng)(deng)(deng)(deng)級(ji)(ji)(ji)服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)(wu)都做不(bu)(bu)(bu)(bu)到(dao)(dao)的(de)(de)(de)(de)(de)(de)(de)(de),則(ze)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)企(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)將失去(qu)(qu)顧(gu)(gu)(gu)(gu)客(ke)(ke)(ke)(ke)(ke)群;Servqual值(zhi)(zhi)(zhi)(zhi)若(ruo)等(deng)(deng)(deng)(deng)(deng)(deng)(deng)于(yu)0,則(ze)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)企(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)將可(ke)(ke)能擁(yong)有(you)游離(li)顧(gu)(gu)(gu)(gu)客(ke)(ke)(ke)(ke)(ke)群。只有(you)Servqual值(zhi)(zhi)(zhi)(zhi)大(da)于(yu)0,保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)企(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)(ye)(ye)在(zai)(zai)激(ji)烈(lie)的(de)(de)(de)(de)(de)(de)(de)(de)市(shi)(shi)(shi)(shi)場(chang)(chang)(chang)競(jing)爭中,才有(you)可(ke)(ke)能擁(yong)有(you)忠實(shi)(shi)(shi)的(de)(de)(de)(de)(de)(de)(de)(de)顧(gu)(gu)(gu)(gu)客(ke)(ke)(ke)(ke)(ke)群,不(bu)(bu)(bu)(bu)斷擴大(da)顧(gu)(gu)(gu)(gu)客(ke)(ke)(ke)(ke)(ke)源(yuan)。

四、提(ti)(ti)(ti)(ti)(ti)(ti)(ti)高(gao)(gao)保(bao)(bao)險(xian)(xian)(xian)(xian)服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)質(zhi)(zhi)(zhi)量的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)基本(ben)(ben)策(ce)略(lve)(lve)(lve)就保(bao)(bao)險(xian)(xian)(xian)(xian)企(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)而言,提(ti)(ti)(ti)(ti)(ti)(ti)(ti)高(gao)(gao)保(bao)(bao)險(xian)(xian)(xian)(xian)服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)質(zhi)(zhi)(zhi)量的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)基本(ben)(ben)策(ce)略(lve)(lve)(lve)有(you)(you)兩大類(lei)。(一(yi)(yi)(yi))標(biao)準跟近策(ce)略(lve)(lve)(lve)它(ta)(ta)是(shi)指(zhi)(zhi)保(bao)(bao)險(xian)(xian)(xian)(xian)企(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)將自己的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)同(tong)(tong)市場上(shang)(shang)(shang)競(jing)(jing)爭(zheng)(zheng)對手(shou)(shou)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)標(biao)準,進(jin)(jin)行(xing)對比(bi),在比(bi)較和檢(jian)驗的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)過(guo)程(cheng)中(zhong)(zhong),逐(zhu)步提(ti)(ti)(ti)(ti)(ti)(ti)(ti)高(gao)(gao)自身(shen)(shen)服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)水(shui)平(ping)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)一(yi)(yi)(yi)種(zhong)策(ce)略(lve)(lve)(lve)。保(bao)(bao)險(xian)(xian)(xian)(xian)企(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)在運(yun)用(yong)此策(ce)略(lve)(lve)(lve)中(zhong)(zhong),可從如(ru)下(xia)幾個方(fang)(fang)(fang)面著(zhu)手(shou)(shou):1、在營(ying)(ying)(ying)銷(xiao)(xiao)(xiao)策(ce)略(lve)(lve)(lve)方(fang)(fang)(fang)面,保(bao)(bao)險(xian)(xian)(xian)(xian)企(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)應將自身(shen)(shen)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)策(ce)略(lve)(lve)(lve)與競(jing)(jing)爭(zheng)(zheng)者成功的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)策(ce)略(lve)(lve)(lve)進(jin)(jin)行(xing)比(bi)較,尋找(zhao)它(ta)(ta)們(men)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)相關關系(xi);2、在服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)經(jing)營(ying)(ying)(ying)方(fang)(fang)(fang)面,保(bao)(bao)險(xian)(xian)(xian)(xian)企(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)主要(yao)集(ji)中(zhong)(zhong)于(yu)(yu)從降低競(jing)(jing)爭(zheng)(zheng)成本(ben)(ben)和提(ti)(ti)(ti)(ti)(ti)(ti)(ti)高(gao)(gao)競(jing)(jing)爭(zheng)(zheng)差異化的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)角度,了解競(jing)(jing)爭(zheng)(zheng)對手(shou)(shou)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)做法;3、在服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)管理(li)方(fang)(fang)(fang)面,保(bao)(bao)險(xian)(xian)(xian)(xian)企(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)應該根據競(jing)(jing)爭(zheng)(zheng)對手(shou)(shou)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)做法,重(zhong)新評估那些支持性(xing)職能部門對整個企(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)作(zuo)(zuo)用(yong)。(二)藍圖(tu)技(ji)巧策(ce)略(lve)(lve)(lve)它(ta)(ta)是(shi)指(zhi)(zhi)分解組織系(xi)統和架構,鑒(jian)別顧(gu)(gu)(gu)客(ke)(ke)(ke)(ke)(ke)(ke)(ke)同(tong)(tong)服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)人員接觸(chu)(chu)點(dian),并從這(zhe)些接觸(chu)(chu)點(dian)出(chu)發,改進(jin)(jin)保(bao)(bao)險(xian)(xian)(xian)(xian)企(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)質(zhi)(zhi)(zhi)量的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)一(yi)(yi)(yi)種(zhong)策(ce)略(lve)(lve)(lve)。從而借助(zhu)流程(cheng)圖(tu)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)方(fang)(fang)(fang)法,來分析服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)傳遞過(guo)程(cheng)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)各方(fang)(fang)(fang)面,包括從前(qian)(qian)臺服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)到后(hou)(hou)勤(qin)服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)全(quan)過(guo)程(cheng)。它(ta)(ta)通(tong)(tong)常(chang)涉及(ji)(ji)四個步驟:1、把服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)各項內容用(yong)流程(cheng)圖(tu)畫出(chu),使(shi)服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)過(guo)程(cheng)清楚顯示(shi);2、把容易導(dao)致服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)失(shi)敗的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)點(dian)找(zhao)出(chu);3、確(que)(que)立(li)執(zhi)行(xing)標(biao)準和規(gui)范;4、找(zhao)出(chu)顧(gu)(gu)(gu)客(ke)(ke)(ke)(ke)(ke)(ke)(ke)能看見(jian)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)展示(shi),而每(mei)一(yi)(yi)(yi)展示(shi)將視為(wei)保(bao)(bao)險(xian)(xian)(xian)(xian)企(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)與顧(gu)(gu)(gu)客(ke)(ke)(ke)(ke)(ke)(ke)(ke)服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)接觸(chu)(chu)點(dian)。五、提(ti)(ti)(ti)(ti)(ti)(ti)(ti)高(gao)(gao)保(bao)(bao)險(xian)(xian)(xian)(xian)服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)質(zhi)(zhi)(zhi)量的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)具體措施(shi)(一(yi)(yi)(yi))樹(shu)立(li)保(bao)(bao)險(xian)(xian)(xian)(xian)服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)至(zhi)上(shang)(shang)(shang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)營(ying)(ying)(ying)銷(xiao)(xiao)(xiao)觀念(nian)(nian)(nian)在激(ji)(ji)烈的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)市場競(jing)(jing)爭(zheng)(zheng)中(zhong)(zhong),保(bao)(bao)險(xian)(xian)(xian)(xian)企(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)只有(you)(you)樹(shu)立(li)正確(que)(que)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)營(ying)(ying)(ying)銷(xiao)(xiao)(xiao)觀念(nian)(nian)(nian),才(cai)(cai)能確(que)(que)保(bao)(bao)營(ying)(ying)(ying)銷(xiao)(xiao)(xiao)戰(zhan)略(lve)(lve)(lve)、策(ce)略(lve)(lve)(lve)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)科學(xue)制(zhi)(zhi)定(ding)和實施(shi),才(cai)(cai)能真正滿足顧(gu)(gu)(gu)客(ke)(ke)(ke)(ke)(ke)(ke)(ke)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)各種(zhong)需要(yao),在競(jing)(jing)爭(zheng)(zheng)中(zhong)(zhong)立(li)于(yu)(yu)不敗之地。所(suo)以(yi),保(bao)(bao)險(xian)(xian)(xian)(xian)公司(si)要(yao)想提(ti)(ti)(ti)(ti)(ti)(ti)(ti)高(gao)(gao)其服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)質(zhi)(zhi)(zhi)量,首先應樹(shu)立(li)“服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)至(zhi)上(shang)(shang)(shang)”的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)營(ying)(ying)(ying)銷(xiao)(xiao)(xiao)觀念(nian)(nian)(nian)。世界著(zhu)名(ming)企(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)IBM公司(si)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)宗(zong)旨是(shi)“服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)”,中(zhong)(zhong)國平(ping)安保(bao)(bao)險(xian)(xian)(xian)(xian)股份(fen)有(you)(you)限公司(si)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)宗(zong)旨是(shi)“信譽(yu)第(di)一(yi)(yi)(yi),效率第(di)一(yi)(yi)(yi);顧(gu)(gu)(gu)客(ke)(ke)(ke)(ke)(ke)(ke)(ke)至(zhi)上(shang)(shang)(shang),服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)至(zhi)上(shang)(shang)(shang)”。(二)加(jia)(jia)強企(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)員工(gong)(gong)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)專(zhuan)業(ye)(ye)(ye)(ye)(ye)(ye)培(pei)(pei)訓,全(quan)面提(ti)(ti)(ti)(ti)(ti)(ti)(ti)高(gao)(gao)員工(gong)(gong)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)素質(zhi)(zhi)(zhi)1、加(jia)(jia)強員工(gong)(gong)職業(ye)(ye)(ye)(ye)(ye)(ye)道(dao)(dao)德教育,培(pei)(pei)養員工(gong)(gong)熱(re)忱、負責(ze)、高(gao)(gao)尚的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)修(xiu)養,以(yi)及(ji)(ji)誠(cheng)實守(shou)信、服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)至(zhi)上(shang)(shang)(shang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)職業(ye)(ye)(ye)(ye)(ye)(ye)道(dao)(dao)德。2、訓練員工(gong)(gong)擁有(you)(you)廣泛精湛的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)專(zhuan)業(ye)(ye)(ye)(ye)(ye)(ye)知識、嫻熟高(gao)(gao)超(chao)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)技(ji)能。3、培(pei)(pei)養員工(gong)(gong)積極樂(le)觀的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)心(xin)(xin)理(li)素質(zhi)(zhi)(zhi)及(ji)(ji)誠(cheng)實、守(shou)諾(nuo)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)工(gong)(gong)作(zuo)(zuo)品質(zhi)(zhi)(zhi)。4、要(yao)求員工(gong)(gong)養成良(liang)好(hao)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)工(gong)(gong)作(zuo)(zuo)習慣。(三)提(ti)(ti)(ti)(ti)(ti)(ti)(ti)供(gong)專(zhuan)業(ye)(ye)(ye)(ye)(ye)(ye)化、系(xi)統化保(bao)(bao)險(xian)(xian)(xian)(xian)服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)保(bao)(bao)險(xian)(xian)(xian)(xian)企(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)完(wan)整過(guo)程(cheng),包括售(shou)(shou)(shou)(shou)前(qian)(qian)、售(shou)(shou)(shou)(shou)中(zhong)(zhong)及(ji)(ji)售(shou)(shou)(shou)(shou)后(hou)(hou)服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)三個基本(ben)(ben)環節。1、售(shou)(shou)(shou)(shou)前(qian)(qian)服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)。指(zhi)(zhi)從開始接觸(chu)(chu)顧(gu)(gu)(gu)客(ke)(ke)(ke)(ke)(ke)(ke)(ke)前(qian)(qian)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)準備,至(zhi)保(bao)(bao)險(xian)(xian)(xian)(xian)業(ye)(ye)(ye)(ye)(ye)(ye)務(wu)(wu)(wu)(wu)(wu)促成歷經(jing)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)過(guo)程(cheng)。售(shou)(shou)(shou)(shou)前(qian)(qian)服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)核(he)心(xin)(xin)任務(wu)(wu)(wu)(wu)(wu),是(shi)樹(shu)立(li)保(bao)(bao)險(xian)(xian)(xian)(xian)企(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)良(liang)好(hao)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)社(she)(she)會形象,其主要(yao)服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)內容如(ru)下(xia):(1)通(tong)(tong)過(guo)有(you)(you)形展示(shi),建(jian)立(li)保(bao)(bao)險(xian)(xian)(xian)(xian)企(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)良(liang)好(hao)專(zhuan)業(ye)(ye)(ye)(ye)(ye)(ye)形象。有(you)(you)形展示(shi)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)基本(ben)(ben)要(yao)素有(you)(you):實體環境(jing)、信息(xi)(xi)溝通(tong)(tong)、價格。(2)關心(xin)(xin)準顧(gu)(gu)(gu)客(ke)(ke)(ke)(ke)(ke)(ke)(ke)個人及(ji)(ji)家庭(ting)健(jian)康狀況。(3)協助(zhu)準顧(gu)(gu)(gu)客(ke)(ke)(ke)(ke)(ke)(ke)(ke)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)事業(ye)(ye)(ye)(ye)(ye)(ye)。(4)設計、制(zhi)(zhi)作(zuo)(zuo)針對準顧(gu)(gu)(gu)客(ke)(ke)(ke)(ke)(ke)(ke)(ke)需求的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)險(xian)(xian)(xian)(xian)種(zhong)、計劃書。(5)準確(que)(que)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)銷(xiao)(xiao)(xiao)售(shou)(shou)(shou)(shou)說明(ming)。(6)每(mei)個營(ying)(ying)(ying)業(ye)(ye)(ye)(ye)(ye)(ye)部開設24個小時熱(re)線聯(lian)系(xi)電話(hua)等。2、售(shou)(shou)(shou)(shou)中(zhong)(zhong)服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)。指(zhi)(zhi)從保(bao)(bao)險(xian)(xian)(xian)(xian)業(ye)(ye)(ye)(ye)(ye)(ye)務(wu)(wu)(wu)(wu)(wu)促成至(zhi)遞交保(bao)(bao)單(dan)(dan)所(suo)歷經(jing)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)過(guo)程(cheng)。售(shou)(shou)(shou)(shou)中(zhong)(zhong)服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)根本(ben)(ben)目的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de),是(shi)促成交易,其主要(yao)服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)內容如(ru)下(xia):(1)建(jian)立(li)客(ke)(ke)(ke)(ke)(ke)(ke)(ke)戶(hu)咨詢電話(hua);(2)將保(bao)(bao)費交給公司(si)辦理(li);(3)親自送客(ke)(ke)(ke)(ke)(ke)(ke)(ke)戶(hu)體檢(jian)或財務(wu)(wu)(wu)(wu)(wu)檢(jian)查;(4)為(wei)客(ke)(ke)(ke)(ke)(ke)(ke)(ke)戶(hu)盡(jin)量減(jian)少投(tou)保(bao)(bao)手(shou)(shou)續、流程(cheng),建(jian)立(li)“綠(lv)色通(tong)(tong)道(dao)(dao)”;(5)親自遞交保(bao)(bao)單(dan)(dan);(6)寄(ji)一(yi)(yi)(yi)份(fen)感激(ji)(ji)客(ke)(ke)(ke)(ke)(ke)(ke)(ke)戶(hu)投(tou)保(bao)(bao)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)信等。3、售(shou)(shou)(shou)(shou)后(hou)(hou)服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)。指(zhi)(zhi)遞交完(wan)保(bao)(bao)單(dan)(dan)后(hou)(hou)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)一(yi)(yi)(yi)切服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)過(guo)程(cheng)。售(shou)(shou)(shou)(shou)后(hou)(hou)服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)目的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)在于(yu)(yu):提(ti)(ti)(ti)(ti)(ti)(ti)(ti)高(gao)(gao)客(ke)(ke)(ke)(ke)(ke)(ke)(ke)戶(hu)信心(xin)(xin),避免保(bao)(bao)單(dan)(dan)失(shi)效以(yi)及(ji)(ji)發展顧(gu)(gu)(gu)客(ke)(ke)(ke)(ke)(ke)(ke)(ke)源(yuan),改善保(bao)(bao)險(xian)(xian)(xian)(xian)企(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)(ye)形象。良(liang)好(hao)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)售(shou)(shou)(shou)(shou)后(hou)(hou)服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu),有(you)(you)利(li)于(yu)(yu)刺激(ji)(ji)保(bao)(bao)戶(hu)再加(jia)(jia)保(bao)(bao),增加(jia)(jia)保(bao)(bao)源(yuan),提(ti)(ti)(ti)(ti)(ti)(ti)(ti)高(gao)(gao)續保(bao)(bao)率。通(tong)(tong)常(chang)售(shou)(shou)(shou)(shou)后(hou)(hou)服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)可采取以(yi)下(xia)幾種(zhong)方(fang)(fang)(fang)式:(1)對客(ke)(ke)(ke)(ke)(ke)(ke)(ke)戶(hu)家中(zhong)(zhong)發生的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)重(zhong)大事件給予關心(xin)(xin)和關注;(2)定(ding)期(qi)訪問;(3)不定(ding)期(qi)聯(lian)系(xi);(4)承諾(nuo)重(zhong)于(yu)(yu)一(yi)(yi)(yi)切,一(yi)(yi)(yi)定(ding)要(yao)履約守(shou)信;(5)隨時為(wei)客(ke)(ke)(ke)(ke)(ke)(ke)(ke)戶(hu)提(ti)(ti)(ti)(ti)(ti)(ti)(ti)供(gong)答疑咨詢;(6)向客(ke)(ke)(ke)(ke)(ke)(ke)(ke)戶(hu)傳遞反(fan)饋各種(zhong)信息(xi)(xi);(7)妥善處(chu)理(li)客(ke)(ke)(ke)(ke)(ke)(ke)(ke)戶(hu)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)投(tou)訴,讓客(ke)(ke)(ke)(ke)(ke)(ke)(ke)戶(hu)滿意;(8)加(jia)(jia)強防(fang)損防(fang)災服(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)(fu)務(wu)(wu)(wu)(wu)(wu)。【參考文獻】[1]菲利(li)普·科特勒.營(ying)(ying)(ying)銷(xiao)(xiao)(xiao)管理(li)·分析·計劃和控(kong)制(zhi)(zhi)[M].上(shang)(shang)(shang)海:上(shang)(shang)(shang)海人民(min)出(chu)版社(she)(she),1994.[2]郭國慶.市場營(ying)(ying)(ying)銷(xiao)(xiao)(xiao)學(xue)[M].武漢(han):武漢(han)大學(xue)出(chu)版社(she)(she),1998.[3]劉(liu)子操.保(bao)(bao)險(xian)(xian)(xian)(xian)營(ying)(ying)(ying)銷(xiao)(xiao)(xiao)學(xue)[M].北京:中(zhong)(zhong)國金融出(chu)版社(she)(she),1998.

一(yi)、我國保險營銷員發展現狀

1.保(bao)(bao)(bao)險(xian)(xian)營(ying)銷(xiao)(xiao)員(yuan)增幅放緩。保(bao)(bao)(bao)險(xian)(xian)營(ying)銷(xiao)(xiao)人(ren)員(yuan)是(shi)指取得中國(guo)保(bao)(bao)(bao)監會頒(ban)發的(de)資(zi)格證書，為(wei)保(bao)(bao)(bao)險(xian)(xian)公司銷(xiao)(xiao)售(shou)保(bao)(bao)(bao)險(xian)(xian)產品及提(ti)供相關(guan)服務，并收取手續費(fei)或者(zhe)傭金的(de)個人(ren)。自(zi)上世紀90年代引入保(bao)(bao)(bao)險(xian)(xian)人(ren)制度以(yi)來(lai)，保(bao)(bao)(bao)險(xian)(xian)營(ying)銷(xiao)(xiao)員(yuan)成為(wei)我國(guo)保(bao)(bao)(bao)險(xian)(xian)業(ye)發展的(de)重(zhong)要動力(li)。但我國(guo)的(de)保(bao)(bao)(bao)險(xian)(xian)業(ye)仍處于初級(ji)階段，大部(bu)分保(bao)(bao)(bao)險(xian)(xian)公司仍然依靠人(ren)海戰術(shu)進行業(ye)務擴張，對(dui)人(ren)力(li)資(zi)源的(de)依賴性較強，但從近年來(lai)我國(guo)保(bao)(bao)(bao)險(xian)(xian)營(ying)銷(xiao)(xiao)員(yuan)增速(su)來(lai)看，呈現出(chu)逐年下降的(de)趨勢，保(bao)(bao)(bao)險(xian)(xian)營(ying)銷(xiao)(xiao)人(ren)員(yuan)增幅放緩的(de)原因一是(shi)目前保(bao)(bao)(bao)險(xian)(xian)監管機關(guan)對(dui)保(bao)(bao)(bao)險(xian)(xian)營(ying)銷(xiao)(xiao)員(yuan)制度的(de)監管日益加強，嚴格考核、持證上崗(gang)，準入門檻高了，人(ren)數自(zi)然下降；二是(shi)銀行、網(wang)絡(luo)、專(zhuan)業(ye)、電銷(xiao)(xiao)等新渠道的(de)開拓擠壓了保(bao)(bao)(bao)險(xian)(xian)營(ying)銷(xiao)(xiao)員(yuan)的(de)生存空間(jian)。

2.保(bao)(bao)(bao)(bao)險(xian)(xian)營(ying)銷(xiao)員(yuan)(yuan)(yuan)職業認可度不(bu)(bu)高，人員(yuan)(yuan)(yuan)流動量(liang)大(da)。毋庸置疑，目(mu)前我(wo)(wo)國(guo)(guo)的(de)保(bao)(bao)(bao)(bao)險(xian)(xian)營(ying)銷(xiao)員(yuan)(yuan)(yuan)的(de)職業身份和社(she)會(hui)地(di)位并沒有(you)很高的(de)認同度，這主要來源于(yu)兩(liang)個方面(mian)：一是保(bao)(bao)(bao)(bao)險(xian)(xian)公司內部不(bu)(bu)認可。保(bao)(bao)(bao)(bao)險(xian)(xian)營(ying)銷(xiao)員(yuan)(yuan)(yuan)通常不(bu)(bu)是公司內部的(de)正式員(yuan)(yuan)(yuan)工，工資沒有(you)底薪，不(bu)(bu)享受基本的(de)醫(yi)療、養老等(deng)保(bao)(bao)(bao)(bao)障。其次是社(she)會(hui)不(bu)(bu)認可。這有(you)多方面(mian)的(de)原因:營(ying)銷(xiao)員(yuan)(yuan)(yuan)自(zi)身的(de)各種誤導(dao)行為(wei)降低了整個行業的(de)社(she)會(hui)誠信(xin)度；社(she)會(hui)整體(ti)保(bao)(bao)(bao)(bao)險(xian)(xian)意識薄弱(ruo)，對保(bao)(bao)(bao)(bao)險(xian)(xian)營(ying)銷(xiao)員(yuan)(yuan)(yuan)職業不(bu)(bu)了解；媒體(ti)過(guo)多的(de)負面(mian)宣傳報道，等(deng)等(deng)。據(ju)某咨(zi)詢(xun)公司的(de)調(diao)查報告(gao)顯示：中國(guo)(guo)保(bao)(bao)(bao)(bao)險(xian)(xian)業人總體(ti)流失(shi)率每年高于(yu)50%，保(bao)(bao)(bao)(bao)險(xian)(xian)公司第一年的(de)營(ying)銷(xiao)員(yuan)(yuan)(yuan)流失(shi)率甚至(zhi)高達70%—80%，從這點上看，我(wo)(wo)國(guo)(guo)保(bao)(bao)(bao)(bao)險(xian)(xian)營(ying)銷(xiao)員(yuan)(yuan)(yuan)的(de)職業整體(ti)處于(yu)不(bu)(bu)穩定(ding)狀態，人員(yuan)(yuan)(yuan)流動性較大(da)。

3.激勵機(ji)制(zhi)不(bu)健全，展(zhan)(zhan)業(ye)持(chi)續性(xing)不(bu)高。當前我國保(bao)險公司對營銷員(yuan)(yuan)的激勵機(ji)制(zhi)主(zhu)要通(tong)過手續費(fei)(fei)(fei)支付(fu)的方(fang)式來(lai)完成(cheng)，而(er)(er)且通(tong)常(chang)是(shi)(shi)首年手續費(fei)(fei)(fei)高，然(ran)后逐年遞減(jian)(jian)，甚至有(you)的險種(zhong)沒有(you)手續費(fei)(fei)(fei)。首年支付(fu)給(gei)保(bao)險營銷員(yuan)(yuan)高比例手續費(fei)(fei)(fei)，可以調動其展(zhan)(zhan)業(ye)積極性(xing)，對保(bao)險公司而(er)(er)言也可以在短期內(nei)實(shi)現保(bao)費(fei)(fei)(fei)規(gui)模(mo)的擴張。但(dan)這樣的手續費(fei)(fei)(fei)機(ji)制(zhi)也造(zao)成(cheng)了(le)諸多弊端(duan)，一是(shi)(shi)在追求規(gui)模(mo)的動力下，質量卻得(de)不(bu)到(dao)提升，二是(shi)(shi)為獲得(de)高額手續費(fei)(fei)(fei)，營銷員(yuan)(yuan)道德(de)風險提高，誤導消費(fei)(fei)(fei)等情況(kuang)時(shi)有(you)發生(sheng)，三是(shi)(shi)影(ying)響了(le)保(bao)費(fei)(fei)(fei)增長的持(chi)續性(xing)，后期隨(sui)著手續費(fei)(fei)(fei)的遞減(jian)(jian)，保(bao)險營銷員(yuan)(yuan)積極性(xing)降低，展(zhan)(zhan)業(ye)積極性(xing)下降，對保(bao)險公司穩(wen)定經營造(zao)成(cheng)了(le)較大影(ying)響。

二、完善(shan)保險營(ying)銷員管理(li)機制的幾點建議

1.進一(yi)步(bu)明確保(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)營(ying)銷(xiao)員(yuan)(yuan)(yuan)的(de)(de)(de)(de)(de)(de)法(fa)(fa)(fa)律地(di)位。盡(jin)管(guan)我(wo)們(men)反復強調保(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)營(ying)銷(xiao)員(yuan)(yuan)(yuan)對保(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)行業的(de)(de)(de)(de)(de)(de)重(zhong)要性(xing)，但從(cong)實務(wu)中來(lai)(lai)看(kan)，保(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)營(ying)銷(xiao)員(yuan)(yuan)(yuan)并未獲得與(yu)(yu)(yu)(yu)(yu)其職業所匹配的(de)(de)(de)(de)(de)(de)法(fa)(fa)(fa)律地(di)位。根(gen)據保(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)會的(de)(de)(de)(de)(de)(de)《關(guan)于改革完(wan)善(shan)保(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)營(ying)銷(xiao)員(yuan)(yuan)(yuan)管(guan)理(li)體(ti)制的(de)(de)(de)(de)(de)(de)意見》規定：依法(fa)(fa)(fa)理(li)順(shun)和明確與(yu)(yu)(yu)(yu)(yu)保(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)營(ying)銷(xiao)員(yuan)(yuan)(yuan)的(de)(de)(de)(de)(de)(de)法(fa)(fa)(fa)律關(guan)系(xi)，減少與(yu)(yu)(yu)(yu)(yu)保(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)營(ying)銷(xiao)員(yuan)(yuan)(yuan)的(de)(de)(de)(de)(de)(de)法(fa)(fa)(fa)律糾紛，切實維護保(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)營(ying)銷(xiao)員(yuan)(yuan)(yuan)的(de)(de)(de)(de)(de)(de)合法(fa)(fa)(fa)權(quan)益。法(fa)(fa)(fa)律地(di)位問題是影(ying)響(xiang)保(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)營(ying)銷(xiao)員(yuan)(yuan)(yuan)各項管(guan)理(li)制度建設(she)的(de)(de)(de)(de)(de)(de)根(gen)本(ben)原因。保(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)營(ying)銷(xiao)員(yuan)(yuan)(yuan)的(de)(de)(de)(de)(de)(de)法(fa)(fa)(fa)律地(di)位主要基(ji)于兩(liang)種(zhong)關(guan)系(xi)上，一(yi)種(zhong)是與(yu)(yu)(yu)(yu)(yu)保(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)公(gong)司，另一(yi)種(zhong)是與(yu)(yu)(yu)(yu)(yu)公(gong)眾，與(yu)(yu)(yu)(yu)(yu)保(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)公(gong)司的(de)(de)(de)(de)(de)(de)關(guan)系(xi)，主要是勞(lao)動合同關(guan)系(xi)，需要通過(guo)勞(lao)動合同來(lai)(lai)確定該(gai)保(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)營(ying)銷(xiao)員(yuan)(yuan)(yuan)與(yu)(yu)(yu)(yu)(yu)保(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)公(gong)司的(de)(de)(de)(de)(de)(de)勞(lao)動關(guan)系(xi)，無論是派遣工(gong)或正式(shi)工(gong)，都應(ying)通過(guo)合同形(xing)式(shi)來(lai)(lai)固定下(xia)來(lai)(lai)，避免保(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)營(ying)銷(xiao)員(yuan)(yuan)(yuan)成為保(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)公(gong)司的(de)(de)(de)(de)(de)(de)“邊緣人”；在與(yu)(yu)(yu)(yu)(yu)公(gong)眾的(de)(de)(de)(de)(de)(de)關(guan)系(xi)上，國(guo)家(jia)應(ying)通過(guo)進一(yi)步(bu)立(li)法(fa)(fa)(fa)，以(yi)及(ji)提高宣傳(chuan)力度，提升保(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)營(ying)銷(xiao)員(yuan)(yuan)(yuan)的(de)(de)(de)(de)(de)(de)形(xing)象，以(yi)此(ci)來(lai)(lai)促成保(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)營(ying)銷(xiao)員(yuan)(yuan)(yuan)與(yu)(yu)(yu)(yu)(yu)公(gong)眾的(de)(de)(de)(de)(de)(de)良性(xing)關(guan)系(xi)。

[論文(wen)關鍵(jian)詞]壽險(xian)營銷模式創新保險(xian)商品(pin)網絡營銷媒體營銷

[論文(wen)(wen)摘要]本(ben)文(wen)(wen)從中國(guo)壽險(xian)公司(si)面(mian)臨的新(xin)情況，提(ti)出現在壽險(xian)的營銷(xiao)模(mo)式需(xu)要創(chuang)新(xin)，并提(ti)出了，媒體營銷(xiao)，電(dian)話營銷(xiao)、方案(an)營銷(xiao)等幾種(zhong)創(chuang)新(xin)的營銷(xiao)模(mo)式，可(ke)供壽險(xian)企業在實際工作(zuo)中參考。

隨(sui)著(zhu)金(jin)融一體化進程(cheng)的(de)加(jia)深，中國壽險業(ye)發(fa)生了(le)巨大的(de)變革，傳統的(de)營銷(xiao)模式已被打破，新的(de)模式正(zheng)向(xiang)更深更廣的(de)領域延伸。如何選擇適當的(de)壽險營銷(xiao)模式已成(cheng)為(wei)推(tui)動(dong)中國壽險業(ye)營銷(xiao)策略步(bu)向(xiang)個性化、多(duo)元化的(de)至關重(zhong)要的(de)因素和推(tui)動(dong)中國壽險業(ye)健康發(fa)展的(de)重(zhong)要課題。

一、壽險營銷(xiao)模式的(de)涵義

從(cong)(cong)營銷(xiao)(xiao)(xiao)學的(de)(de)(de)觀(guan)點出(chu)發，壽(shou)險(xian)(xian)營銷(xiao)(xiao)(xiao)就是指通過挖(wa)掘人(ren)(ren)們對保險(xian)(xian)商(shang)品(pin)的(de)(de)(de)需求(qiu)，設計和開發滿足(zu)投保人(ren)(ren)需求(qiu)的(de)(de)(de)保險(xian)(xian)商(shang)品(pin)，并且(qie)通過各種溝(gou)通手段使投保人(ren)(ren)接受這種商(shang)品(pin)，并從(cong)(cong)中(zhong)得到(dao)最大(da)滿足(zu)的(de)(de)(de)過程(cheng)。具體(ti)包括：保險(xian)(xian)市(shi)場的(de)(de)(de)調查和預測，營銷(xiao)(xiao)(xiao)環(huan)境(jing)分析，投保人(ren)(ren)行為研究，新險(xian)(xian)種的(de)(de)(de)開發，費率的(de)(de)(de)厘定，壽(shou)險(xian)(xian)營銷(xiao)(xiao)(xiao)渠道的(de)(de)(de)選(xuan)擇，產品(pin)的(de)(de)(de)推銷(xiao)(xiao)(xiao)以及售后服務等一系列活動。

二、我國現(xian)有壽險營銷模式與面臨的(de)問(wen)題