安徽省N寿险公司客户关系管理研究

发布时间：2018-05-25 04:39

本文选题：N寿险公司 + 客户关系管理　；参考：《安徽大学》2017年硕士论文

【摘要】：随着我国经济持续发展,人们的保险观念与实际需求都已发生根本性的改变,保险业成为当今社会增速最快的行业之一。然而,我国保险业虽发展较快,但起步较晚,相较于国外保险业发展状况仍有较大差距。受诸多因素影响,造成保险行业口碑不良,客户流失较多的现状,使保险公司的竞争力和客户忠诚度到影响。随着工业进步及互联网的不断发展,买方占据主导地位的市场使得"得客户者得天下"成为越来越多行业的共识。"以客户为中心"逐渐成为部分寿险公司的服务理念,但理念到实际的过程是否执行到位,市场客户的实际感受和反馈仍需检验。本文以安徽省N寿险公司客户关系管理为分析对象,基于该公司客户关系管理现状、问卷调研客户满意度情况,讨论、分析其在客户关系管理方面存在的不足,结合客户关系管理相关理论,提出建议和对策。本文的研究主要分为七个部分:第一章主要介绍本文研究的背景、目的和意义、研究方法和内容结构;第二章主要阐述了客户关系管理的定义、国内外相关理论、研究文献;第三章介绍安徽省N寿险公司及客户关系管理的相关状况;第四章主要阐述对安徽省N寿险公司客户的满意度问卷调研,并进行调研数据分析。第五章,结合第三、四章的内容,分析安徽省N寿险公司在客户关系管理上存在的不足。第六章针对发现的不足,从完善、健全安徽省N寿险公司现有客户关系管理体系、文化建设、流程制度建设等方面提出对安徽省N寿险公司客户关系管理的建议与对策。最后,第七章对本文进行总结和展望,期望对保险业其他公司的客户关系管理提出有益参考。通过对安徽省N寿险公司客户关系管理的分析,以CRM相关理论为依据,提出建议对策:树立"客户至上"的经营理念,建立客户满意度评测机制,优化客户关系管理体系,提高业务服务水平。意在为安徽省N寿险公司客户关系管理的改善提供借鉴,进一步提高企业市场竞争水平,同时,也为保险行业其他公司客户关系管理提供参考。
[Abstract]:With the sustainable development of our economy, people's insurance concept and actual demand have been fundamentally changed, insurance industry has become one of the fastest growing industries. However, China's insurance industry develops rapidly, but starts late, compared with the foreign insurance industry, there is still a big gap. Under the influence of many factors, the bad reputation of insurance industry and the loss of more customers affect the competitiveness and customer loyalty of insurance companies. With the development of industry and the Internet, the market dominated by buyers has become the consensus of more and more industries. Taking the customer as the center gradually becomes the service idea of some life insurance companies, but whether the process from the idea to the actual implementation is in place, the actual feeling and feedback of the market customer still need to be tested. This paper takes customer relationship management of life insurance company in Anhui Province as an analysis object, based on the current situation of customer relationship management of the company, surveys customer satisfaction, discusses and analyzes its shortcomings in customer relationship management. Combined with the theory of customer relationship management, put forward suggestions and countermeasures. The research of this paper is divided into seven parts: the first chapter mainly introduces the background, purpose and significance, research methods and content structure of this study, the second chapter mainly describes the definition of customer relationship management, domestic and foreign related theories, research literature; The third chapter introduces the related situation of life insurance company and customer relationship management in Anhui province. The fourth chapter mainly expounds the survey of customer satisfaction of life insurance company in Anhui province and carries on the investigation data analysis. The fifth chapter, combined with the third and fourth chapters, analyzes the shortcomings of customer relationship management in Anhui N life insurance company. The sixth chapter puts forward suggestions and countermeasures to the customer relationship management of the N life insurance company in Anhui province from the aspects of perfecting and perfecting the existing customer relationship management system cultural construction and process system construction of the N life insurance company in Anhui Province. Finally, the seventh chapter summarizes and looks forward to the customer relationship management of other insurance companies. Based on the analysis of customer relationship management of N Life Insurance Company in Anhui Province, and based on the theory of CRM, this paper puts forward some suggestions: to establish the management concept of "customer first", to establish the evaluation mechanism of customer satisfaction, and to optimize the customer relationship management system. Improve the level of business services. It is intended to provide reference for the improvement of customer relationship management of N life insurance company in Anhui province, and to further improve the level of market competition of enterprises. At the same time, it also provides a reference for customer relationship management of other companies in insurance industry.
【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F842.3

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