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寿险业与134号文“赛跑”:利用时间差促销

2017-09-07 07:46:45   中国经济网

在年金保险之外,上述寿险公司产品部负责人表示,“保险姓保,回归保障”已经成为寿险行业转型的共识,各家寿险公司的经营策略也已经从“单纯追求规模”向“质量齐增”转变。在这种大环境下,保障程度和价值贡献较高的重大疾病保险已经展现出成为各家公司招牌产品的潜质。同时,各家公司也在积极研究、开发富有特色的产品,例如中端医疗保险、定期寿险等产品近期也在市场上颇为活跃。

转型难改惯性思维

还是要靠人海战术

新政之后,年金类保险必须进行大幅调整,人身险产品整体上都更加强调保障属性。而在此前很长一段时间,无论保险公司还是消费者都对保险产品的理财属性给予了过多关注。因此,业内人士分析认为,在产品调整之初,人身险市场会受到之前惯性思维的一些影响。保险公司要依靠保障型产品来衔接市场,现阶段还必须壮大营销员队伍,人海战术一时难以改变。

从几大上市寿险公司的情况来看,截至6月底,国寿股份的个险销售队伍达157.8万人,比去年年底增长5.6%;平安寿险的个人寿险代理人队伍规模为132.5万人,比年初增长19.3%;新华保险个险渠道规模人力33.3万人,较上年同期净增5.2万人;太保寿险月均总人力达87万人,同比增长49%。“明年开门红产品近期的市场测试数据之所以明显增长,主要还是依靠人力拉动。”人保寿险总裁傅安平表示。

在壮大营销员队伍的同时,保险公司投入了大量精力来提升有效人力。例如,平安寿险的个人寿险代理人人均每月首年规模保费12438元,同比增长18.2%。太保寿险人均首年佣金收入同比增长超12%。新华保险月均人均综合产能7032元,同比增长2.8%。

“个险渠道作为价值渠道,在公司战略转型进程中承担重要的基础性作用。我们通过优化个险基本法政策、加大激励考核力度,以保障型和长期储蓄型业务为核心进行产品营销。”上述寿险公司相关负责人表示。

在银保渠道,寿险公司也在谋求转型。某寿险公司江苏分公司银保渠道负责人对记者称,以前银保渠道主要依靠柜面销售,现在主要策略转为和银行共享高净值客户资源,通过组织说明会等活动来促进销售,实质上实现银保渠道和个险渠道的对接。

对不少寿险公司来说,银保渠道依然是重要的保费贡献渠道,但在产品进行大幅调整后,传统的银保销售方式已经难以拓展市场。因此,寻找途径连接银保渠道和个险渠道,促进保障型产品销售,是险企当前须重点考虑的问题。

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