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客户关系管理是企业管理的重要内容,在客户关系管理方面,保险公司和其他企业一样有着共同之处,同时保险公司也有着其特色之处。本篇文章分成三个部分,层层推进,梳理了关于我国保险公司的客户关系管理。第一部分,在目前我国保险公司发展情形、保险公司客户特点基础上分析,表明客户关系管理对于保险公司中的重要意义;第二部分对我国现在保险公司客户关系管理的情形和出现的一些问题进行分析,并依此提出一些关于我国保险公司客户关系管理和发展建议。第三部分,文章在理论分析后,联系当前实际,采用平安保险公司的例子进行思考,为我国保险业的发展实施客户关系管理战略提供理论和现实双重意义的指导,从而实现保险企业吸引新客户、保留老客户以及将已有客户转为忠实客户,进一步扩大市场份额。
Customer relationship management is an important part of business management. In the aspect of customer relationship management, insurers have the same features as other enterprises, and insurers also have their own characteristics. This article is divided into three parts, promoting layers by layer, sorted out the customer relationship management of China’s insurance companies. The first part analyzes the present situation of insurance companies in our country and the characteristics of the clients of insurance companies, which shows the importance of customer relationship management to insurance companies. The second part analyzes the current situation of customer relationship management of insurance companies and some problems in our country Analysis, and accordingly put forward some suggestions on the relationship management and development of customer insurance in China’s insurance companies. In the third part, after the theoretical analysis, the article, in connection with the current reality, takes the example of Ping An Insurance Company to think and provide the double meaning of theory and reality for the implementation of customer relationship management strategy in the development of insurance industry in our country, , Retain old customers and convert existing customers into loyal customers to further expand their market share.