本文關(guān)鍵詞： 保險(xiǎn)公司 客戶(hù)關(guān)系管理 客戶(hù)服務(wù)體系　出處：《江西師范大學(xué)》2013年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：客戶(hù)關(guān)系管理是一種以客戶(hù)為中心的新型管理理念與經(jīng)營(yíng)方法，分析型客戶(hù)關(guān)系管理是指對(duì)客戶(hù)數(shù)據(jù)進(jìn)行整合和挖掘的核心程序。隨著保險(xiǎn)市場(chǎng)競(jìng)爭(zhēng)態(tài)勢(shì)的加劇，保險(xiǎn)客戶(hù)需求的個(gè)性化、多樣性發(fā)展，太平洋產(chǎn)險(xiǎn)江西分公司面臨著巨大的市場(chǎng)壓力，急需進(jìn)行戰(zhàn)略調(diào)整。如何使其更好地滿(mǎn)足客戶(hù)需求從而在激烈的市場(chǎng)競(jìng)爭(zhēng)中脫穎而出，本文試圖從基于分析型客戶(hù)關(guān)系管理的客戶(hù)服務(wù)體系建立的角度上給出答案。 本文首先從客戶(hù)關(guān)系管理理論的角度出發(fā)對(duì)其作了全面綜述，其中包括：客戶(hù)關(guān)系管理產(chǎn)生的背景及定義；客戶(hù)關(guān)系管理的內(nèi)在特征；客戶(hù)關(guān)系管理的框架體系——運(yùn)營(yíng)型CRM，協(xié)作型CRM以及分析型CRM，其中重點(diǎn)介紹了分析型客戶(hù)關(guān)系管理理論的發(fā)展。然后，對(duì)太平洋產(chǎn)險(xiǎn)江西分公司現(xiàn)有客戶(hù)服務(wù)體系進(jìn)行了深入分析，歸納總結(jié)出其潛在的風(fēng)險(xiǎn)及缺陷，指出分析型客戶(hù)服務(wù)體系建立的必要性。隨后從公司戰(zhàn)略、市場(chǎng)需求變化等不同層次上研究新型客戶(hù)服務(wù)體系的需求，得出新型客戶(hù)服務(wù)體系的目標(biāo)。在以上研究的基礎(chǔ)上構(gòu)建出分析型客戶(hù)關(guān)系管理方案的框架，分別從其體系架構(gòu)和功能模塊的設(shè)計(jì)、管理發(fā)展的具體應(yīng)對(duì)策略等方面進(jìn)行詳細(xì)的介紹和分析。最后，結(jié)合實(shí)際情況，設(shè)計(jì)出具體的實(shí)施方案并且對(duì)實(shí)施結(jié)果進(jìn)行了評(píng)估，，認(rèn)為分析型客戶(hù)關(guān)系管理的實(shí)施將會(huì)徹底轉(zhuǎn)變公司管理理念；提高了客戶(hù)的滿(mǎn)意度和忠誠(chéng)度；實(shí)現(xiàn)經(jīng)營(yíng)效率的大幅提升，增強(qiáng)了公司的核心競(jìng)爭(zhēng)力等。
[Abstract]:Customer relationship management is a customer centered new management concept and management methods, the analysis of customer relationship management is a core program for the integration of customer data mining. As the competition of the insurance market intensifies, insurance customer demand personalized, diversified development, taipingyangchanxian Jiangxi branch is facing a huge market the pressure, the urgent need for strategic adjustment. How to better meet customer needs and talent shows itself in the fierce market competition, the paper tries to give analysis from the establishment of customer relationship management customer service system based on the angle of the answer.
This paper from the perspective of the theory of customer relationship management were reviewed, including: the background and definition of customer relationship management of customer relationship management; inherent characteristics; the framework of customer relationship management system, operation type CRM, type CRM and type CRM collaborative analysis, which focuses on the development of the analysis of customer relations the theory of management. Then, on the Pacific Property Insurance Jiangxi branch existing customer service system is analyzed, summed up the risk and potential defects, pointing out that the analysis need establish customer service system. Then from the corporate strategy, changes in market demand of different levels of new customer service system needs to draw the new customer service system. The analysis framework of customer relationship management scheme is constructed on the basis of the above research, from its architecture and The function module design, management and development of specific coping strategies etc. are introduced and analyzed in detail. Finally, combined with the actual situation, design a specific implementation plan and evaluate the results of the implementation, that the analysis of the implementation of customer relationship management will completely change the company management concept; improve customer satisfaction and loyalty; to achieve significantly improved operational efficiency, enhance the core competitiveness of the company.

【學(xué)位授予單位】：江西師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F274;F842.3

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