I 摘要 2014年，国务院出台了《关于加快发展现代保险服务业的若干意见》（国发[2014]29 号），我国保险业也迎来了新的发展机遇，保险观念在在民众中也愈发普及。但在高 速发展的同时，行业的竞争也越来越激烈。同时，中国的社会老龄化趋势更加明显， 民众对非社会统筹养老保障产品的需求日益凸显。如何在竞争中扬长避短，立于不败 之地，满足民众需求，为社会发展做出相应地贡献，是国寿养老SX分公司面临的重 要课题。 本文通过对国寿SX分公司的实际情况进行分析，指出了目前公司客户关系管理 体系所存在的问题，包括组织架构不完善、产品条线不完整等等。本文从主观和客观 两个方面深入探讨了问题的成因，指出成立时间较短、人力资源匮乏、没有正确的客 户关系管理理念是形成这些问题的主要因素。文章运用客户关系管理理论，结合SX 分公司所在地区的实际情况，有针对性的提出了相应的优化改进方案。主要包括客户 关系管理系统的完善、公司组织架构的优化、客户关系管理理念的优化、产品条线的 优化、关于国寿历史遗留问题的处理、尽快建立客户信息处理系统、国寿养老SX分 公司的发展契机共七个方面。对于国寿SX分公司来说，该优化方案可以提高其经营 效率，降低经营成本，提升客户忠诚度，并取得更大的收益，更为重要的是增强了企 业本身的竞争力。为了保证优化方案的顺利实施，论文提出了如下保障措施：首先， 国寿养老SX分公司要进一步完善组织架构、争取集团高层的支持，并且要充分利用 所属集团的资源。其次要建立正确的经营理念、学习理念和学习型企业文化；最后还 要认识到技术的重要性，并在实际运营过程中积极引入新技术。 通过本文的分析发现，虽然在同业中“以客户为中心”的观念已被接受，甚至国寿 养老SX分公司也初步建立了客户关系管理的体系，但在实际经营中，却无法落到实 处。本文通过对国寿养老SX分公司客户关系管理进行研究分析，梳理了公司客户关 系管理现状、存在的问题及其成因，并运用客户关系管理相关理论提出了相应的优化 方案及保障措施。文章的结论不但有利于国寿养老SX分公司去建立更为完善有效的 客户关系管理体系，也可以为同业其他公司所借鉴，具有一定的实践意义。 关键词：养老保险， 客户关系 ，管理改进方案， 保障措施 Abstract III Abstract In 2014, the State Council issued the "Several Opinions on Accelerating the Development of Modern Insurance Services" (Guofa [2014] 29), China's insurance industry has ushered in new opportunities for development, the concept of insurance is becoming more and more popular among the people. But at the same time, the competition of the industry is becoming more and more intense. At the same time, China's social aging trend is more obvious, people's demand for non-social co-ordinated pension products is increasingly prominent. How to make full use of our strengths and avoid our weaknesses in the competition, to be invincible, to meet the needs of the people, and to make corresponding contributions to social development, is an important issue facing the SX Branch of National Life Pension. Through the analysis of the actual situation of SX Branch of National Life Pension, this paper points out the problems existing in the current customer relationship management system, including imperfect organizational structure, incomplete product lines and so on. Subsequently, this paper explores the causes of these problems from both subjective and objective aspects, and finds that the main factors of these problems are the shorter establishment time, the lack of human resources, and the lack of a correct concept of customer relationship management. Through the analysis of the actual situation of China Life SX Branch, this paper points out the problems existing in the current customer relationship management system, including imperfect organizational structure, incomplete product lines and so on. This paper probes into the causes of these problems from both subjective and objective aspects, and points out that the main factors causing these problems are the shorter establishment time, the lack of human resources, and the lack of a correct concept of customer relationship management. Based on the theory of customer relationship management and the actual situation of SX Branch, this paper puts forward the corresponding optimization and improvement program. It mainly includes seven aspects: the perfection of customer relationship management system, the optimization of company organization structure, the optimization of customer relationship management concept, the optimization of product lines, the treatment of the problems left over by the history of National Life, the establishment of customer information processing system as soon as possible, and the development opportunity of National Life Pension SX Branch.For China Life SX Branch, 西安电子科技大学硕士学位论文 IV this optimization scheme can improve its operating efficiency, reduce operating costs, enhance customer loyalty, and achieve greater benefits, more importantly, enhance the competitiveness of the enterprise itself. In order to ensure the smooth implementation of the optimization scheme, the paper puts forward the following safeguard measures: Firstly, the SX Branch of National Life Pension Company should further improve the organizational structure, win the support of the senior management of the group, and make full use of the resources of its group. Secondly, we should establish the correct business philosophy, learning concept and learning enterprise culture; finally, we must realize the importance of technology, and actively introduce new technology in the actual operation process. Through the analysis of this paper, it is found that although the concept of "customer-centered" has been accepted in the industry, and even the SX Branch of National Life Pension has initially established a customer relationship management system, but in the actual operation, it can not be implemented. This paper studies and analyzes the customer relationship management of SX Branch of National Life Pension Company, combs the status quo, problems and causes of customer relationship management, and puts forward the corresponding optimization scheme and safeguard measures by using the theory of customer relationship management. The conclusion of the article is not only conducive to the establishment of a more perfect and effective customer relationship management system, but also can be used for reference by other companies in the same industry, which has a certain practical significance. Keywords: Pension insurance, customer relationship management, improvement plan,safeguards 插图索引 V 插图索引 图1. 1 2010年——2017年我国的保费收入（单位:万元） ............. 1 图1. 2 2010年——2017年我国的保险深度 ........ 2 图1. 3 2010年——2017年我国的保险深度 ........ 3 图1. 4 文章的技术路线图 ...... 4 图1. 5 文章的整体思路 .......... 5 图1. 6 客户关系管理策略模型 ............................. 7 图2. 1 数据库营销 ................ 11 图2. 2 客户关系的三个维度 13 图2. 3 影响客户关系管理的主要因素 ............... 14 图2. 4 客户生命周期 ............ 15 图2. 5 客户细分理论 ............ 16 图3. 1 国寿养老SX分公司的组织架构 ............ 22 图3. 2 国寿养老SX分公司的客户关系管理系统架构 ................... 22 图3. 3 国寿养老SX分公司的客户关系管理体系 ........................... 23 图3. 4 受访者对非社会统筹养老保障体系的了解程度 .................. 25 图3. 5 客户对国寿养老SX公司产品的接受程度 ........................... 25 图3. 6 客户拒绝的原因分类 26 图3. 7 第三章主要内容 ........ 30 图4. 1 优化方案的指导思想 31 图4. 3 改进方案目标 ............ 32 图4. 2 改进方案的主要内容 33 图4. 4 审办分离机制 ............ 34 图4. 5 国寿养老SX分公司客户管理系统优化图 ........................... 36 图4. 6 国寿养老SX分公司业务处理流程 ........ 37 图4. 7 客户关系管理体系的运行机制 ............... 39 图4. 8 改变方式后的客户接受度 ....................... 42 图4. 9 改变方式前后客户对产品的接受度 ....... 42 图4. 10 优化方案的评估 ...... 45 图5. 1 改进措施的保障措施 47 图5. 2 国寿集团及其下属机构 ........................... 48 图5. 3 改进后国寿养老SX分公司的营销团队 50 西安电子科技大学硕士学位论文 VI 图5. 4 改进后国寿养老SX分公司的客服团队 .............................. 50 图5. 5 公司内部的有效沟通 53 表格索引 VII 表格索引 表1. 1 2010-2017年我国保费收入、GDP及保险深度 ..................... 2 表3. 1 问卷调查的性别分布 2