G人寿保险公司泉州分公司客户关系管理研究

发布时间：2018-04-10 00:28

本文选题：人寿保险　切入点：客户关系管理　出处：《华侨大学》2017年硕士论文

【摘要】：近年来,伴随社会群体生活状况得以改善,消费水平提升,我国保险市场面临着巨大的发展机遇,引发了国内外的保险公司争相涌入,寿险市场竞争越来越激烈。如何在激烈的竞争中保持自己的客户,保持已有的市场份额不被抢夺,甚至是抢夺竞争对手的市场份额,是我国保险公司关注的焦点。客户关系管理越来越受到关注和重视。新的竞争模式往往以服务为重点、以客户为中心,全面客户关系管理策略的竞争己经上升到企业发展的战略层面。G人寿保险公司是国内寿险公司最早实行客户关系管理的企业之一,虽然起步早,但仍与国外先进公司存在一定差距,在落地到地市公司的过程中也存在一些问题,需要进一步优化和完善。本文从客户关系管理的目的和意义着手,研究了客户关系管理的相关理论和文献,分析了G人寿保险泉州分公司客户关系管理的现状及存在的问题,在参考国外先进经验后,结合公司的实际情况,从建立更加兼容的客户信息管理系统、发展长期的客户关系、完善差异化的客户服务体系、提升客户价值、重塑公司客户关系经营管理目标等方面入手,提出适合公司的客户关系管理优化和完善方案。作者还提出培育组织文化、加强对员工的培训、实行扁平化的组织架构和加强技术支持等4项保障措施,保障本文提出的优化方案有序开展。本文通过以G人寿保险泉州分公司为案例的客户关系管理研究,提出针对性的客户关系管理改进和完善建议,从而帮助G泉州分公司降低交易费用、实现服务差异化、延伸品牌价值、提升网点服务能力和达成经营目标。此外,这对提高G泉州分公司的客户关系管理水平和国内寿险公司(地市级分公司)的客户关系管理的优化具有一定实际意义。
[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).
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F842.3

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