大连理工大学专业学位硕士学位论文
摘要
随着人均可支配收入的不断提升，汽车已经从“奢侈品”转化为“刚需品”，汽车
保险也乘势而起，逐渐成为财险公司最为核心的业务之一，让业界有了“无车不稳”的
说法。研究表明，汽车保险具有服务流程繁琐、客户高度分散且规模庞大的特点，因此
“以客户为中心”的经营理念必须根植于各大财险公司，对于大连平安财险车险业务也
是如此，车险客户服务满意度低和客户留存手段单一促使客户关系管理高质量发展以及
实现客户价值最大化是当前该公司亟待解决的关键问题。
大连平安财险作为老牌国有财险公司，经过多年深耕形成良好的资源优势好品牌优
势，受到了当地车险客户的支持和认可。本文选取大连平安财险作为研究对象，运用文
献分析法总结出国内外客户关系管理研究现状。此外，结合客户关系管理理论和车险市
场的客户特点，深入研究大连平安财险车险业务的宏观环境、市场环境和竞争环境，明
确大连平安财险车险业务面临的机会和威胁，并总结出车险市场需求和客户需求，剖析
相比竞争对手的优势和劣势。另外，本文结合大连平安财险车险业务的特点和客户关系
管理现状，总结出车险业务客户关系管理存在的问题，主要包括缺乏科学的客户信息管
理系统、缺乏合理的客户分类标准、忽视客户差异化服务满意度等问题，并发现引起这
些问题的原因包括客户关系管理意识不到位、经营理念存在一定的局限性以及现阶段的
管理机制不完善等。最后，本文提出了大连平安财险车险业务客户关系管理的改进策略，
从引入科学的车险业务客户信息管理系统、建立车险业务客户分类管理机制、提高客户
差异化服务满意度等三个角度来提出针对性优化策略，并分别从贯彻客户优先的企业文
化、健全管理制度与操作流程、改进员工考核激励机制等方面制定相应的保障措施。
本文通过学习参考国内外学者对客户关系管理领域的研究成果，基本掌握了保险行
业客户关系管理方法，据此在课题研究中提出了更具操作性的车险客户关系管理优化策
略，为大连平安财险应对外部竞争提供新的思路。
关键词：财险公司；车险业务客户；客户关系管理；客户满意度
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大连平安财险车险业务客户关系管理研究
Research on Customer Relationship Management of Automobile
Insurance Business in Dalian Pingan Property Insurance
Abstract
With the continuous improvement of per capita disposable income, automobile has been
transformed from "luxury goods" to "just needed goods", and automobile insurance has also
taken advantage of the momentum and gradually become one of the core businesses of
property insurance companies, which has given the industry the saying of "no car is unstable".
The research shows that automobile insurance has the characteristics of complicated service
process, highly dispersed customers and large scale. Therefore, the "customer-centered"
business philosophy must be rooted in major property insurance companies, and the same is
true for Dalian Ping An Property Insurance Company, Low customer service satisfaction and
single means of customer retention are the key problems to promote the high-quality
development of customer relationship management and maximize customer value.
As an old state-owned property insurance company, Dalian Ping An Property Insurance
Company has formed a good resource advantage and brand advantage after years of deep
cultivation, which has been supported and recognized by local auto insurance customers. This
paper selects Dalian Ping An Property Insurance Company as the research object, and uses
the method of literature analysis to summarize the research status of customer relationship
management at home and abroad. In addition, combined with the theory of customer
relationship management and the customer characteristics of the auto insurance market, this
paper deeply studies the macro environment, market environment and competitive
environment of the auto insurance business of Dalian Ping An Property Insurance Company,
clarifies the opportunities and threats faced by the auto insurance business of Dalian Ping An
Property Insurance company, summarizes the market demand and customer demand of the
auto insurance company, and analyzes the advantages and disadvantages compared with the
competitors. In addition, combined with the characteristics of Dalian Ping An Property
Insurance Auto Insurance Business and the current situation of customer relationship
management, this paper summarizes the problems existing in the customer relationship
management of auto insurance business, mainly including the lack of scientific customer
information management system, the lack of reasonable customer classification standards, the
neglect of customer differential service satisfaction and the single means of customer
retention, It is found that the causes of these problems include the lack of awareness of
customer relationship management, the limitations of business philosophy and the imperfect
management mechanism at this stage. Finally, this paper puts forward the improvement
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大连理工大学专业学位硕士学位论文
strategy of customer relationship management of Dalian Ping An Property insurance auto
insurance business, and puts forward the targeted optimization strategy from four aspects: the
introduction of scientific auto insurance customer information management system, the
establishment of auto insurance customer classification management mechanism, the
improvement of customer differentiated service satisfaction and the maintenance of customer
long-term relationship, And from the implementation of the corporate culture of customer
priority, improve the management system and operation process, improve the staff evaluation
and incentive mechanism and other aspects to develop the corresponding safeguard measures.
By learning and referring to the research results of domestic and foreign scholars in the
field of customer relationship management, this paper has basically mastered the methods of
customer relationship management in the insurance industry. Based on this, this paper puts
forward a more operational optimization strategy of vehicle insurance customer relationship
management in the research, which provides a new idea for Dalian Ping An Property
Insurance to deal with external competition.
Key words: Property Insurance Company; Vehicle Insurance Business Customer;
Customer Relationship Management; Customer Satisfaction
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