新华保险河南分公司客户关系管理问题研究

发布时间：2018-03-06 10:52

本文选题：新华保险河南分公司　切入点：客户关系管理　出处：《郑州大学》2017年硕士论文　论文类型：学位论文

【摘要】：我国保险业经过几十年的发展,取得了很大成就,拥有广泛的客户基础,保险的作用和意义也深入人心。随着经济的快速发展,居民对风险的规避心理凸显,同时可支配收入增加,使得居民对保险的需求逐渐增加,对保险的种类需求也趋向多样化,这为保险公司实施客户关系管理奠定了基础。此外,移动互联网、大数据和云计算等技术手段的逐渐成熟,使得传统的以技术竞争和产品竞争为核心的商业模式受到了挑战。多数企业都将竞争点集中到客户服务方面,因此客户关系管理被大多数企业提升至发展战略层面。虽然企业对客户关系管理日益重视,但仍然不能够充分解决客户关系的实际问题。一方面是由于客户关系管理理论发展不足,首先其理论研究一般从企业管理者的方位出发,将客户作为被管理者进行研究,不能充分了解客户需求;另一方面部分理论研究晦涩难懂,管理者不能充分理解其研究思想,在管理过程中容易出现误导和误差;最后理论研究停留在知识层面,没有与现有的经济环境、客户环境相结合,不能有效的利用研究成果。因此容易出现客户关系管理理论研究与客户关系管理实践的严重脱节。本文阐述了新华保险河南分公司实施客户关系管理的背景和意义,综合国内外研究现状和相关理论,明确了客户关系管理对于提升企业核心竞争力的重要现实意义。着重从发展战略、客户关系管理体系以及配套产业三个层面分析了新华保险河南分公司客户关系管理的现状。结合对公司现状的分析,具体提出四个方面的问题,第一是公司在客户关系管理方面资源配置不足,相关人员和经费的不足严重影响了客户关系管理的效果。第二是客户关系管理策略的匮乏,从新客户开发到老客户的维持和升级,都反映出公司客观关系管理的策略方面还有待完善。第三是客户关系管理系统不完善,具体表现在系统流程不畅、一体化程度不高以及数据口径不规范三个方面。第四是通过客户关系管理系统获取的数据质量不高,常出现数据不完整或不准确等问题,严重影响数据的有效性,导致以此制定出的策略出现偏差。针对上述问题,总结出三个方面的原因:客户关系管理理念与实践脱节,管理流程和组织机构不健全,管理系统建设滞后。通过对问题及原因的分析,结合行业内其他企业的经验以及自身的发展环境,提出了五个具有针对性的对策建议:营造“客户导向”的企业文化,完善差异化的客户服务体系,打造专业的客户关系管理系统,加强客户服务手段的创新和提升产品体系的科技含量,同时提出相关的配套措施,希望为公司决策者完善客户关系管理起到一定积极的借鉴作用。
[Abstract]:After decades of development, China's insurance industry has made great achievements, has a broad customer base, and the role and significance of insurance are deeply rooted in people's hearts. With the rapid development of the economy, the residents' psychology of avoiding risks has become prominent. At the same time, the increase in disposable income has gradually increased the demand for insurance and diversified the demand for insurance types, which has laid the foundation for the implementation of customer relationship management by insurance companies. In addition, the mobile Internet, With the maturity of big data and cloud computing, the traditional business model with technology competition and product competition as the core has been challenged. Most enterprises focus their competition on customer service. Therefore, customer relationship management (CRM) has been promoted to the level of development strategy by most enterprises. Although enterprises pay more and more attention to CRM, On the one hand, due to the lack of development of customer relationship management theory, first of all, its theoretical research generally starts from the position of the enterprise manager, and takes the customer as the manager to carry on the research. On the other hand, part of the theoretical research is obscure and difficult to understand, the managers can not fully understand its research ideas, and it is easy to mislead and make errors in the management process. Finally, the theoretical research stays at the level of knowledge. Not with the existing economic environment, customer environment, It is easy to disconnect the theory of customer relationship management from the practice of customer relationship management. This paper expounds the background and significance of the implementation of customer relationship management in Xinhua Insurance Henan Branch. Based on the current research situation and relevant theories at home and abroad, this paper clarifies the important practical significance of customer relationship management (CRM) in enhancing the core competitiveness of enterprises. This paper analyzes the current situation of customer relationship management in Xinhua Insurance Henan Branch from three aspects of customer relationship management system and supporting industry. Combined with the analysis of the current situation of the company, it puts forward four specific problems. The first is the insufficient allocation of resources in customer relationship management, the shortage of related personnel and funds seriously affects the effect of customer relationship management, the second is the lack of customer relationship management strategy. From the development of new customers to the maintenance and upgrading of old customers, all reflect that the company's objective relationship management strategy needs to be improved. Third, the customer relationship management system is not perfect, and the specific performance is that the system flow is not smooth. The integration degree is not high and the data caliber is not standardized. 4th is that the quality of the data obtained through the customer relationship management system is not high and the data is often incomplete or inaccurate, which seriously affects the validity of the data. In view of the above problems, three reasons are summarized: the concept of customer relationship management is out of touch with practice, the management process and organization are not perfect, The construction of management system is lagging behind. Through the analysis of the problems and reasons, combined with the experience of other enterprises in the industry and their own development environment, this paper puts forward five countermeasures and suggestions: to create a "customer-oriented" corporate culture, Improve the differentiated customer service system, create a professional customer relationship management system, strengthen the innovation of customer service means and enhance the scientific and technological content of the product system, at the same time, put forward the relevant supporting measures, I hope to improve customer relationship management for the company decision-makers to play a positive role.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F842.3

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