摘要:在激烈的市场竞争中，电话营销作为一种能够帮助公司获取更多利润的营销模式，在国外已经获得广泛地应用并取得巨大的成功。本文运用市场营销的相关理论，通过分析北京德裕投资发展有限公司的现状及在电话营销过程中出现的主要问题，如目标客户定位不准确，数据库不精确、容量小，支持电话营销的系统和各种媒介不完善等，然后针对这些问题提出北京德裕投资发展公司电话营销流程中各种问题的解决完善对策。对策包括准确定位目标市场，建立高质量的数据库，建立良好的系统和媒介支持体系，组建优秀的销售队伍、管理队伍，实施客户关系管理等。

关键词：电话营销；直复营销；投资咨询

Abstract:In the fierce competition of marketing, telemarketing, as a marketing mode, which can bring more benefit to the company, has been widely used and developed successfully in foreign countries. Based on the theory of marketing, this thesis gives a detailed analysis of the current state and main problems in the process of telemarketing of Beijing starling investment and development Co. Ltd, such as the inaccurate positioning of the target customers, the inaccuracy and lack of the data bank, the imperfection of the system and media, supporting the telemarketing, and offers some possible policies and solutions for the company, which include the accurate positioning of the target market, the erection of databank with high quality and the trustworthy system and supporting media, the organization of excellent team for sales and management and the implement of customers relations management and so on.

Keywords: Telemarketing; Direct Marketing; Investment Consultation