在这种情况下,获取更多的客户、维护现有客户成为人寿保险公司业务发展和客
户管理的重要内容,而这些都依赖于客户关系管理。然而在国内变化迅速的人寿
保险市场上,人寿保险公司客户关系管理的理念和具体的操作实践不足以指导实
践,在很大程度上阻碍了国内人寿保险公司客户关系管理的进一步发展。因此,
在客户关系管理方面结合企业实际进行理论研宄,并将这些理论运用于人寿保险
公司客户关系管理实践,对于我国人寿保险行业健康可持续发展有着重要的意义
论文以上述情况为研宄背景,以A人寿保险公司客户关系管理情况作为研宄
对象,应用文献研宄法、案例分析法和分析总结归纳法,结合客户关系管理SCOPE
模型,分析了国内外关于人寿保险公司客户关系管理的研宄现状,并对客户关系
管理的概念和内涵进行了阐释,分析了影响客户关系管理的主要因素,总结了当
前人寿保险客户关系管理领域的一些基本理论,通过研宄国内外人寿保险公司客
户关系管理的先进经验,为分析A人寿保险公司客户关系管理提供了理论基础
在此基础上,文章从A人寿保险公司的背景、产品经营信息和组织架构三个方面
对A人寿保险公司的基本情况进行了介绍,并系统的分析了 A人寿保险公司客户
关系管理体系的具体内容和结构,研究认为A人寿保险公司客户关系管理存在以
下问题,即客户关系管理系统不完善、组织架构不适应经营发展的需要、产品和
服务创新不足、缺乏对客户的调研和分析、保险代理人综合素质偏低等。针对这
些问题,文章提出了A人寿保险公司客户关系管理优化的指导思想,并提出了具
体的改进策略,即优化客户关系管理信息技术系统、客户关系管理组织结构再造、
加强产品和服务创新、组建专业的数据分析团队、加强客户关系管理队伍建设等
为确保上述方案能够顺利实施,文章建议A人寿保险公司从文化、组织、资金和
信息、人力资源四个方面进行保障。研宄认为在文化方面,建设“以客户为中心”
的企业文化,建设“学习型”企业文化;在组织方面,获取高层领导的支持,建
立稳定的项目团队;在资金和信息保障方面,为客户关系管理提供充足的资金保
I 障和全面的信息保障;在人力资源保障方面,加强员工培训,设计科学的激励制
度,从而保证A人寿保险公司客户关系管理优化策略能够顺利实施
本研究在理论上丰富了人寿保险公司客户关系管理理论,对以A人寿保险公
司为代表的我国大型人寿保险公司客户关系管理进行了系统的分析,并针对这类
企业在实践中存在的问题指出了改进的方案,对国内人寿保险公司客户关系管理
具有一定的参考价值
关键词:人寿保险公司,客户关系管理,客户服务,客户价值,客户满意
II Abstract
With the accelerating economic transformation and the increasingly clear trend of
population aging, people pay more and more attention to the problem of personal health
and pension, the life insurance market in China has been greatly developed. The life
insurance products are getting more and more favor from consumers, more and more
enterprises involved in the field of life insurance. So for life insurance companies, they
will face more and more challenges to maintain and enhance their market share. In this
case, getting more customers and maintaining existing customers is an important part of
life insurance business development and customer management,all of which depend on
customer relationship management. However, in the domestic change of life insurance
market, the concept and practice of customer relationship management of life insurance
companies are not enough to guide the practice, which greatly hinders the further
development of domestic life insurance company customer relationship management.
Therefore, it is of great significance to a healthy and sustainable development of
China9 s life insurance industry by applying the theory to the practice of customer
relationship management of life insurance companies, which is combined with the
actual research of enterprises.
Based on the above research situation, this paper takes A’s life insurance
company&39;s customer relationship management as the research object, and uses the
literature research method, the case analysis method and the analysis summary method,
combined with the customer relationship management SCOPE model, analyzes the
current research situation of the domestic and foreign life insurance companies’
customer relationship management. This paper illustrates the concept and connotation
of customer relationship management and analyzes the main factors that affect customer
relationship management, summarizes some basic theories in the field of customer
relationship management of life insurance. By studying the advanced experience of the
domestic and foreign life insurance companies9 customer relationship management, this
paper provides a theoretical basis for analyzing the customer relationship management
of A Life Insurance Company. On the basis of this, the article introduces the basic
situation of A life insurance company from the background of A life insurance company,
III product management information and organizational structure, and analyzes the
customer relationship management of A life insurance company from structure and
content .The paper also points out the following problems: the imperfect customer
relationship management system, the imfit organizational structure to the needs of
business development, the lack of product and service innovation, the lack of research
and analysis of customers, the poor comprehensive quality of insurance agent and so on.
In view of these problems, this paper puts forward the guiding ideology of customer
relationship management optimization of A life insurance company and the specific
improvement strategy, which is to optimize the customer relationship management
information technology system, customer relationship management organizational
structure reconstruction, to strengthen product and service innovation, to organize the
professional data analysis team, to strengthen customer relationship management team
construction and so on. To ensure the smooth implementation of the above program, the
article proposed that A life insurance company from the culture, organization, capital
and information, human resources in four areas to guarantee. In the cultural aspects, the
construction of customer-centric corporate culture and learning corporate culture; in
the organization aspects, access to high-level leadership support, the establishment of a
stable project team; in the funds and information security, to provide adequate financial
security and comprehensive information security for customer relationship management;
in human resources protection,to strengthen staff training,design a scientific incentive
system,so as to ensure that A life insurance company’s customer relationship
management optimization strategy can be implemented smoothly.
This study has enriched the theory of customer relationship management of life
insurance company in theory, and systematically analyzed the customer relationship
management of China&39;s large life insurance company represented by A life insurance
company, and pointed out the improvement program aiming at the problems existing in
the practice of such enterprises, which has a certain reference value for the domestic life
insurance company customer relationship management.
Keywords: life insurance company, customer relationship management, customer
service, customer value, customer satisfaction
IV 目录
m m i
Abstract in
mi胃绪论
i
u研宄背景
i
1.2研宄意义1.3研宄综述1.3.1国内研宄综述1.3.2国外研究综述1.3.3 国内外研宄评述1.4研宄方法和研究思路5
1.4.1研宄方法1.4.2研究思路第2章客户关系管理基本理论及模型2.1客户关系管理的概念与内涵2.1.1客户关系管理的概念2.1.2客户关系管理的内涵2.1.3影响客户关系管理的因素2.2基本理论2.2.1关系营销理论2.2.2客户生命周期理论2.2.3客户终生价值理论2.2.4顾客满意理论2.3 SCOPE模型分析法2.3.1 SCOPE 模型概述2.3.2 SCOPE 模型特征2.4国内外人寿保险公司客户关系管理经验2.4.1国内人
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