-
摘要随着保险市场的发展和完善，各保险公司之间的竞争日趋激烈。客户关系管理作为一种新型的营销竞争手段，成为国内越来越多保险企业共同关注的重点。我国保险业传统的营销模式，落后的技术水平，雷同的产品等阻碍保险企业客户关系管理的发展。“一对一营销”适应时代潮流，能够满足客户日益多样化的保险需求，推动保险企业客户关系管理的发展。本文通过探究“一对一营销理论”的研究背景以及其在保险企业客户关系管理中的应用，从政府和保险企业两大角度，营造良好的保险经济环境，完善相关法律法规，建立以客户为中心的理念，提高数据库技术水平等，完善一对一营销理论在保险企业客户关系管理中的应用，促进一对一营销理论的实施和保险企业的转型。45313
- 上一篇：中国企业海外并购对中国自主品牌的影响
- 下一篇：民营企业治理结构问题与未来发展建议
毕业论文关键词：一对一营销理论； 保险企业； 客户关系管理
Abstract
With the development and perfection of the insurance market, insurance companies, of all the competitions in the insurance company are increasingly fierce. The customer relationship management (CRM), a new marketing means of competition, has been going to be the focus of domestic insurance companies. The development of the insurance enterprise customer relationship management in China, is hindered by the traditional marketing mode of the insurance industry the backward technology and the same product, etc. "One to one marketing" that adapted to the trend of The Times, met the increasingly persified insurance demand of customers and promoted the development of the insurance enterprise customer relationship management (CRM). Through studying the research background and applications in the insurance enterprise customer relationship management (CRM) of "one to one marketing theory，this paper put forward the measures from the perspective of the government and insurance companies, such as creating a favorable insurance economic environment, perfecting the relevant laws and regulations, establishing the idea of take the customer as the center, improving the level of database technology and so on, to perfect the application of the one-to-one marketing theory in insurance enterprise customer relationship management ,to promote the implementation of the one-to-one marketing theory and the transformation of insurance companies.
Key words： One to one marketing mode theory；Insurance enterprise； Customer relationship management
目 录
摘 要 I
Abstract II
一、引言 1
二、文献综述 1
三、一对一营销理论在保险客户关系管理中的应用 2
（一）一对一营销理论 3
（二）一对一营销理论在保险企业客户关系管理中的应用 3
四、保险企业应用一对一营销理论管理客户关系中存在的问题 4
（一）传统营销观念阻碍一对一营销模式的开展 4
（二）落后的信息技术水平阻碍CRM系统的建立和管理 4
（三）保险产品同质化不利于个性化服务 5
（四）公司组织结构混乱阻碍客户关系管理发展 5
（五）客户缺乏忠诚度阻碍一对一营销理论的实施 5
五、完善一对一营销理论在保险客户关系管理中的建议 6
（一）营造良好的保险市场环境 6
（二）健全和完善相关法律法规 6
（三）加强保险企业文化建设 7
（四）转变营销理念，加强企业管理 8
（五）提高技术水平，建立和完善客户关系管理系统 8