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随着生活质量的提高,人们的理财方式也趋于多元化,而寿险市场上寿险公司互相克隆对方畅销险种,忽略客户的差异化需求已成为普遍现象。本文从客户分析的视角研究了影响寿险营销的关键因素。在客户分析之前,首先依据客户分析模型中的三维指标,设计了寿险客户调查问卷,并对搜集的数据进行建模前的预处理。通过问卷设计与数据调查,以客户细分和客户特征提取为切入点,应用客户分析模型及算法选择目标客户群,为寿险企业进一步有效开展寿险业务的营销提供有力的决策支持。
With the improvement of the quality of life, people’s financial management methods also tend to diversify. However, life insurance companies in the life insurance market clone each other’s best-selling insurance products and neglecting the differentiated needs of customers has become a common phenomenon. This article studies the key factors that influence life insurance marketing from the perspective of customer analysis. Before customer analysis, first of all, based on the three-dimensional indicators in customer analysis model, the life insurance customer questionnaire was designed and the collected data were preprocessed before modeling. Through the questionnaire design and data survey, customer segments and customer feature extraction as the starting point, the application of customer analysis models and algorithms to select the target customer base for life insurance companies to further effectively carry out life insurance business marketing to provide strong decision support.