Keywords: insurance marketing; Team; Cohesion; High performance team
abstract:
With the rapid development of the insurance industry in China, the insurance industry has become one of the most important industries in the development of the national economy. The insurance industry needs a large number of insurance marketing teams. Although the number of insurance marketing teams has increased sharply at present, the development of the teams is not satisfactory, and most teams have no cohesion and low performance. Therefore, the insurance marketing team needs not only quantity, but also quality, which requires selecting a group of qualified insurance talents and building a group of high-performance and high-cohesion insurance marketing teams. Only by having a high-performance insurance marketing team with strong centripetal force, cohesion and combat effectiveness can we lay the foundation for the development of the insurance industry. With such a group of insurance marketing teams that encourage, support, learn and cooperate with each other, insurance companies can keep moving forward and growing. Therefore, how to build a cohesive and high-performance insurance marketing team is an important issue for all insurance companies.
The Report on the Development of Insurance Intermediary Market in 2008 shows that by the end of February 2008, there were 256 1 000 insurance salesmen in China. Among them, there are 2.252 million life insurance salesmen and 309,000 property insurance salesmen. In recent years, the number of salesmen has maintained a rapid growth, from 1 .635 million in 2007 to 256 1.00 at the end of 2008, an increase of 56.64%, which has played a positive role in promoting the development of the insurance industry, expanding employment and maintaining social stability. The construction of marketing team is the basic guarantee for the rapid development of insurance business, and it is also a big job.
Important issues in strengthening China's insurance industry. However, in the international and domestic economic situation is not optimistic, the rapid growth of marketing personnel may aggravate or expose the problems caused by the incomplete rationalization of insurance marketing system. There are many problems in the construction of insurance marketing team, which are getting worse and worse, and deserve our in-depth consideration and discussion. How to solve the problems faced and build a high-performance team has become an important issue in the development of insurance industry, and whether the team is efficient or not depends largely on the cohesion of the team, so how to build a high-performance insurance marketing team with high cohesion is the core issue of insurance marketing.
First, what is insurance marketing
In real life, people often confuse marketing with sales promotion or promotion, thinking that insurance marketing refers to selling insurance goods or selling insurance goods through advertisements. In fact, the significance of insurance marketing does not stop there. From the marketing point of view, insurance marketing refers to designing and developing insurance products that meet the needs of policyholders by tapping people's demand for insurance products, and making policyholders accept this product through various means of communication and get the greatest satisfaction from it.
Second, what is team and team cohesion?
A team is a group composed of many people. The classic definition of a group is an aggregate of two or more interdependent individuals to achieve a specific goal.
Team cohesion refers to the reflection of the relationship between individuals and between individuals and groups in the team, or the degree of meeting their respective needs. It includes both the attraction of the team to its members and the mutual attraction between members. Others define team cohesion as the attraction of a team to make its members actively participate in team activities and refuse to leave.