摘要
摘要
随着国内寿险市场客户群体的逐步变化和竞争主体的不断增加，近两年来国
内寿险公司出现了经营瓶颈。为了清晰了解当前寿险公司的经营困境，寻求寿险
公司经营上的突破。
本文通过对近十年来一直在当地处于龙头地位的A寿险公司重庆分公司的获
客开发、客户细分、客户维持、客户保持、客户满意度等方面进行了实地调研
和数据分析，发现A寿险公司近两年获客、触客、转化率逐步下降，管理层对客户
关系管理的理解和执行不足，客户开发缺乏统一的规划支持，产品整合不足等问
题。本文针对A寿险公司重庆分公司存在的问题，提出了转变观念重塑管理目标，
量化客户关系考核；结合客户经营漏斗全流程，重新定义客户分类，结合活动量管
理制定核心经营举措；完善数据库管理开发，丰富服务场景提升客户保持率，分析
客户流失原因，搭建综合治理全景图；优化保险代理人渠道，实现代理人扩量提质
的经营优化策略。提出了人力资源、风险管理、技术支持三个方面的保障措施。
本文认为强化以“客户为中心”的经营理念，优化客户关系全流程的管理，
是当前国内寿险公司经营瓶颈的重要突破口，本文提出的优化策略对A寿险公司重
庆分公司具有较强的指导性，同时对当地其他保险公司以及其他省级分公司的客户
关系管理能提供借鉴和启示价值。
关键词：A寿险公司、经营漏斗、客户关系管理
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Abstract
Abstract
With the gradual change of customer groups in the domestic life insurance market
and the continuous increase of competitive subjects, domestic life insurance companies
have appeared operating bottlenecks in the past two years.In order to clearly
understand the current operating difficulties of life insurance companies, to seek
breakthroughs in the management of life insurance companies.
This paper conducts field research and data analysis on the aspects of customer
acquisition development, customer segmentation, customer maintenance, customer
maintenance and customer satisfaction of Chongqing Branch of A life insurance
company, which has been in the leading position for nearly ten years,It was found that
in the past two years, the conversion rate of A life insurance company has gradually
decreased, insufficient management understanding and implementation of customer
relationship management, lack of unified planning support for customer development,
insufficient product integration and other problems.In view of the problems existing
in Chongqing Branch of A Life Insurance Company, this paper proposes concept
reconstruction management objectives, quanticustomer relationship assessment,
redefine customer classification and core management measures combined with
activity volume management;Improve database management and development, enrich
service scenarios to improve customer retention rate, analyze the causes of customer
loss, build a comprehensive management panorama; optimize insurance agent
channels, and realize the business optimization strategy of expanding quantity and
improving quality of agents.Three safeguard measures: human resources, risk
management and technical.
This paper believes that strengthening the business concept of "customer-
centered" and optimizing the management of the whole process of customer
relationship is an important breakthrough for the current business bottleneck of
domestic life insurance companies. The optimization strategy proposed in this paper
has a strong guidance for Chongqing Branch of A Life Insurance Company,At the
same time, it can provide reference and inspiration value for the customer relationship
management of other local insurance companies and other provincial branches.
keyword: A Life insurance company, operating funnel, customer relationship
management
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目录
目录
第一章绪论................................................1
第一节研究的背景与意义..........................................1
一、研究的背景......................................................1
二、研究的意义......................................................2
第二节国内外研究现状............................................2
一、国外研究现状....................................................2
二、国内研究现状....................................................3
三、研究述评........................................................5
第三节研究思路、方法和内容.....................................6
第四节创新点..................................................7
第二章相关理论基础........................................8
第一节客户关系管理的相关理论...................................8
一、客户营销理论...................................................8
二、客户满意理论...................................................9
三、客户忠诚理论..................................................9
四、客户价值理论..................................................10
第二节经营漏斗管理理论........................................11
一、经营漏斗管理含义..............................................11
二、经营漏斗管理结构及原理........................................11
三、经营漏斗管理步骤..............................................12
四、经营漏斗管理意义..............................................13
第三章A寿险公司重庆分公司客户关系管理的现状和问题......14
第一节A寿险公司简介..........................................14
第二节A寿险公司客户关系管理的现状............................15
第三节A寿险公司客户关系管理存在的问题及原因分析.............22
一、对客户关系管理的理解和执行不足..............................22
二、获客、触客、转化缺乏统一场景支持............................23
三、客户保持率走低投诉率增高....................................24
四、产品整合不足未形成竞争优势..................................25
五、保险代理人规模增长乏力脱落高未有效解决......................25
第四章A寿险公司重庆分公司客户关系管理优化的措施.........27
III
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