本文選題：人壽保險　切入點：客戶關(guān)系管理　出處：《華僑大學(xué)》2017年碩士論文

【摘要】：近年來,伴隨社會群體生活狀況得以改善,消費水平提升,我國保險市場面臨著巨大的發(fā)展機遇,引發(fā)了國內(nèi)外的保險公司爭相涌入,壽險市場競爭越來越激烈。如何在激烈的競爭中保持自己的客戶,保持已有的市場份額不被搶奪,甚至是搶奪競爭對手的市場份額,是我國保險公司關(guān)注的焦點�？蛻絷P(guān)系管理越來越受到關(guān)注和重視。新的競爭模式往往以服務(wù)為重點、以客戶為中心,全面客戶關(guān)系管理策略的競爭己經(jīng)上升到企業(yè)發(fā)展的戰(zhàn)略層面。G人壽保險公司是國內(nèi)壽險公司最早實行客戶關(guān)系管理的企業(yè)之一,雖然起步早,但仍與國外先進公司存在一定差距,在落地到地市公司的過程中也存在一些問題,需要進一步優(yōu)化和完善。本文從客戶關(guān)系管理的目的和意義著手,研究了客戶關(guān)系管理的相關(guān)理論和文獻,分析了G人壽保險泉州分公司客戶關(guān)系管理的現(xiàn)狀及存在的問題,在參考國外先進經(jīng)驗后,結(jié)合公司的實際情況,從建立更加兼容的客戶信息管理系統(tǒng)、發(fā)展長期的客戶關(guān)系、完善差異化的客戶服務(wù)體系、提升客戶價值、重塑公司客戶關(guān)系經(jīng)營管理目標(biāo)等方面入手,提出適合公司的客戶關(guān)系管理優(yōu)化和完善方案。作者還提出培育組織文化、加強對員工的培訓(xùn)、實行扁平化的組織架構(gòu)和加強技術(shù)支持等4項保障措施,保障本文提出的優(yōu)化方案有序開展。本文通過以G人壽保險泉州分公司為案例的客戶關(guān)系管理研究,提出針對性的客戶關(guān)系管理改進和完善建議,從而幫助G泉州分公司降低交易費用、實現(xiàn)服務(wù)差異化、延伸品牌價值、提升網(wǎng)點服務(wù)能力和達成經(jīng)營目標(biāo)。此外,這對提高G泉州分公司的客戶關(guān)系管理水平和國內(nèi)壽險公司(地市級分公司)的客戶關(guān)系管理的優(yōu)化具有一定實際意義。
[Abstract]:In recent years, with the improvement of social groups' living conditions and the improvement of consumption level, China's insurance market is facing enormous opportunities for development, which has triggered an influx of insurance companies at home and abroad, and the competition in the life insurance market is becoming more and more fierce.How to keep our customers in the fierce competition and keep the existing market share not to be snatched, or even the market share of the competitors, is the focus of our insurance companies.More and more attention has been paid to customer relationship management.New competition models tend to be service-oriented and customer-centric,The competition of comprehensive customer relationship management strategy has risen to the strategic level of enterprise development. G life insurance company is one of the earliest domestic life insurance companies to implement customer relationship management, although it started early.However, there is still a certain gap with foreign advanced companies, and there are some problems in the process of landing to local companies, which need to be further optimized and improved.This paper begins with the purpose and significance of customer relationship management, studies the relevant theories and documents of customer relationship management, analyzes the current situation and existing problems of customer relationship management in Quanzhou Branch of G Life Insurance, and after referring to the advanced experience of foreign countries,According to the actual situation of the company, starting with the establishment of a more compatible customer information management system, the development of long-term customer relations, the improvement of the differentiated customer service system, the promotion of customer value, and the reshaping of the company's customer relationship management objectives, etc.Put forward a suitable customer relationship management optimization and improvement program.The author also puts forward four safeguard measures, such as cultivating organizational culture, strengthening the training of staff, carrying out flat organizational structure and strengthening technical support, so as to ensure the orderly development of the optimized scheme proposed in this paper.Based on the study of customer relationship management in Quanzhou Branch of G Life Insurance, this paper puts forward some suggestions for improving and perfecting customer relationship management, so as to help G Quanzhou Branch to reduce transaction cost and realize service differentiation.Extend brand value, enhance network service ability and achieve business objectives.In addition, it is of practical significance to improve the level of customer relationship management of G Quanzhou branch and the optimization of customer relationship management of domestic life insurance company (prefectural branch).
【學(xué)位授予單位】：華僑大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274;F842.3

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