随着经济发展，涉及互联网业务的保险公司日益增加，价格战已经不足以抢占市场 份额，客户关系管理便成为P公司最为关注的竞争手段。客户关系管理的研究不仅针对 与保险行业，在商业中任何一个领域都需要做好客户关系管理。以服务客户、重视产品 为核心发展目标，有机的结合现有的互联网技术，运用互联网强大的信息采集与处理， 对整体行业进行分析。通过客户个人行为分析实际需求，再加上先进客户关系管理体系， 制定新的企业发展战略，利用互联网机遇可以更好的服务于客户。P公司可以通过每个 客户在所属的互联网平台中浏览的信息和浏览信息时间的长短来分析客户对于哪方面 更感兴趣或者更为在意，通过完善的客户需求系统来分析不同客户的需求种类，根据实 际的需求种类来制定更有针对性的产品。实现客户关系管理，这不仅是效率的提升，同 时也是精准满足客户需求的提升。 针对P公司的现状最主要的是如何对现有技术与模式进行升级优化，在此次研究中 论文主要分为五部分。第一部分主要讲解此次研究的背景、目的、意义及国内外的研究 现状；第二部分主要对此次研究中所涉及到的理论和P公司互联网保险业务发展现状进 行讲解。P公司在转型期间由于先进经验的不足和整体技术上的缺失出现了很多问题， 此次研究中针对P公司现状进行深入调研，在调研中分别对P公司的基本情况、互联网 保险业务发展情况和客户关系管理情况进行具体分析。对P公司通过客户满意度调查发 现了诸多问题。第三部分对P公司进行深入了解，通过目前的现状分析，发现P公司目 前主要存在的问题有：互联网系统整体架构落后、客户关系管理系统不完善、客户互动 手段单一和融合互联网不够深入等问题。造成这类问题的主要原因有P公司目前的组织 架构不适合互联网发展、P公司信息存储系统落后、客户关系管理系统缺乏相应管理机 制、互联网产品方案与客户需求不匹配以及线上客服职业素养有待提高。第四部分根据 当前的问题及成因重新设计P公司互联网客户关系管理方案以及营销方式；第五部分为 了确保P公司互联网客户关系管理方案能够顺利实施，设定了相关的保障措施。 关键字：保险；互联网+；客户关系管理；云服务器 P公司互联网保险业务客户关系管理研究 Abstract With the development of economy, the number of insurance companies involved in Internet business is increasing day by day. Price war is no longer enough to seize market share. Customer relationship management has become the most concerned competitive means for Company P. The research on customer relationship management is not only aimed at the insurance industry, but also needs to do a good job in any field of business. Taking serving customers and paying attention to products as the core development goal, organically combining the existing Internet technology and using the powerful information collection and processing of the Internet, the whole industry is analyzed. Through the analysis of the actual needs of customers' personal behaviors, coupled with the advanced customer relationship management system, a new enterprise development strategy is formulated, and the use of Internet opportunities can better serve customers. Company P can analyze which aspects customers are more interested in or more concerned about through the information each customer browses in its own Internet platform and the length of information browsing time, analyze the demand types of different customers through a perfect customer demand system, and formulate more targeted products according to the actual demand types. The realization of customer relationship management is not only an improvement in efficiency, but also an improvement in accurately meeting customer needs. According to the current situation of company P, the most important thing is how to upgrade and optimize the existing technologies and modes. in this study, the thesis is mainly divided into five parts. The first part mainly explains the background, purpose, significance and current research situation at home and abroad. The second part mainly explains the theories involved in this study and the current development situation of P Company's Internet insurance business. During the period of transformation, Company P encountered many problems due to the lack of advanced experience and the lack of overall technology. In this study, in-depth investigation was carried out on the current situation of Company P. In the investigation, specific analysis was made on the basic situation of Company P, the development of Internet insurance business and customer relationship management. Many problems have been found in company p through customer satisfaction survey. In the third 哈尔滨工程大学工商管理硕士学位论文 part, I have a deep understanding of P company. Through the analysis of the current situation, I find that the main problems of P company are: the overall framework of the Internet system is backward, the customer relationship management system is not perfect, the means of customer interaction is single and the integration of the Internet is not deep enough. The main reasons for such problems are that the current organizational structure of company P is not suitable for the development of the internet, the information storage system of company P is backward, the customer relationship management system lacks corresponding management mechanism, the internet product scheme does not match the customer needs, and the professional quality of online customer service needs to be improved. The fourth part redesigns P Company's Internet customer relationship management plan and marketing method according to the current problems and causes. In the fifth part, in order to ensure the smooth implementation of P company's internet customer relationship management plan, relevant safeguard measures are set. Key words: insurance; Internet +; Customer relationship management; Cloud server P公司互联网保险业务客户关系管理研究 目 录 第1章 绪论 .. 1 1.1论文研究背景及目的 ..... 1 1.1.1论文研究背景 ...... 1 1.1.2论文研究目的 ...... 1 1.2论文研究意义 ................. 2 1.2.1理论意义 .............. 2 1.2.2现实意义 .............. 2 1.3国内外研究现状 ............. 2 1.3.1国外研究现状 ...... 2 1.3.2国内研究现状 ...... 4 1.3.3国内外研究现状评述 ......................... 7 1.4论文研究的主要内容、研究方法及研究框架 ........................... 7 1.4.1论文研究的主要内容 ......................... 7 1.4.2研究框架 .............. 8 1.4.3论文的研究方法 10 1.5论文创新之处 ............... 10 第2章 相关概念及P公司互联网保险业务发展现状 ......................... 11 2.1客户关系管理的相关理论与概念 .............. 11 2.1.1客户关系管理理论 ........................... 11 2.1.2IDIC模型概念 .... 12 2.1.3客户价值理论 .... 13 2.1.4ABC客户分类管理概念 ................... 13 2.2P公司基本情况 ............. 14 2.2.1P公司简介 .......... 14 2.2.2P公司组织结构 .. 15 2.3P公司互联网保险业务的发展过程及分析 16 2.3.1市场主流的互联网保险模式分析 ... 16 2.3.2 P公司互联网保险业务的发展过程 17 哈尔滨工程大学工商管理硕士学位论文 2.4P公司互联网客户管理流程及分析 ............ 19 2.4.1互联网客户管理线上线下流程现状 .............................. 19 2.4.2互联网客户关系管理系统应用现状分析 ...................... 21 2.5P公司互联网业务客户满意度调查 ............ 21 2.5.1调查样本 ............ 21 2.5.2调查过程 ............ 21 2.5.3调查结果及分析 22 2.6本章小结 ....................... 23 第3章 P公司互联网客户关系管理问题及成因 ... 24 3.1P公司互联网客户关系管理存在的问题 .... 24 3.1.1互联网客户管理观念不足 ............... 24 3.1.2客户关系管理系统不完善 ............... 25 3.1.3客户互动服务方式单一 ................... 26 3.1.4线上、线下服务融合较差 ............... 27 3.2P公司互联网客户管理问题产生的原因 .... 28 3.2.1P公司组织架构不能适应线上业务发展 ........................ 28 3.2.2网络信息共享不及时，客户信息库更新慢 .................. 28 3.2.3客户管理系统不健全，缺乏管理制度 .......................... 29 3.2.4互联网产品方案与客户需求不匹配 .............................. 29 3.2.5线上服务人员职业素养有待提高 ... 30 3.3本章小结 ....................... 30 第4章 P公司互联网客户关系管理方案制定 ....... 31 4.1客户关系管理方案制定的目标 .................. 31 4.2CRM数据模型应用 ...... 32 4.2.1数据系统模型的内容（IDIC模型） ............................. 32 4.2.2数据系统模型的建立 ....................... 33 4.2.3IDIC模式下的客户识别与区分 ....... 35 4.2.4IDIC模式下的客户互动与私人定制 .............................. 37 4.3营销