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论文编号：	14321
作者编号：	2320213762
上传时间：	2023/12/11 20:28:02
中文题目：	明亚保险经纪天津分公司客户关系管理研究
英文题目：	Research on Customer Relationship Management of Mingya Insurance Brokerage Tianjin Branch
指导老师：	刘建华
中文关键字：	客户关系管理，保险经纪公司，客户维护，客户管理
英文关键字：	Customer relationship management,Insurance brokerages,Customer maintenance,Customer management
中文摘要：	伴随着中国经济的飞速发展，以及人民物质生活的极大富足，保险行业开始进入“寻常百姓家”，被越来越多的人所接受和认可，同时在我国经济发展中的地位也与日俱增。车险、医疗险、养老保险的不断普及，让越来越多人开始成为保险的受益者。再加上国家的呼吁，大家的保险意识开始出现了很大的提升，需求量也增加了很多。保险作为社会的稳定器、经济的助推器，未来必将起到更加重要的作用。但由于保险行业发展时间短、从业门槛低，所以保险从业人员也普遍存在着服务意识不够、服务水平偏低的情况，再加上公司的各项保障制度不够，所以客户关系管理存在诸多不足的地方。 保险经纪公司作为保险行业的一个重要组成部分，能站在客户的立场帮助客户进行风险管理，制定出更加科学合理的保险方案。明亚保险经纪作为国内首批成立的保险经纪公司，积累了大批高学历、高素质的保险经纪人，但依然也存在客户关系管理方面不足。 本文运用文献研究法、市场调查法、对比研究法等为研究方法，以客户关系管理理论、客户价值理论、客户细分理论、客户满意度理论、客户生命周期理论等为基础，深入研究了目前明亚保险经纪天津分公司客户关系管理现状，对天津分公司客户关系管理现状进行了分析，总结出几个问题：客户服务效率低、与客户的黏性差、客户体验差等。同时对这几个问题进行了分析，包括没有做好客户的差异化管理、服务流程不完善、保险经纪人服务能力不足、公司缺乏相应的支持等。 通过分析原因后提出优化方案，来加强客户关系的管理和维护，提高客户服务的质量和效率。并对优化方案的顺利实施提出企业文化和人员保障、组织机构和制度的保障、信息系统的保障。
英文摘要：	With the rapid development of China's economy and the great prosperity of people's material life, the insurance industry has begun to enter the "ordinary people's home", which is accepted and recognized by more and more people, and its position in China's economic development is also increasing day by day. With the continuous popularization of automobile insurance, medical insurance and pension insurance, more and more people begin to become beneficiaries of insurance. Coupled with the call of the state, everyone's insurance awareness has begun to improve greatly, and the demand has also increased a lot. As a stabilizer of society and a booster of the economy, insurance will play a more important role in the future. However, due to the short development time of the insurance industry and the low threshold of employment, insurance practitioners generally have insufficient service awareness and low service level, coupled with the company's security system is not enough, so there are many shortcomings in customer relationship management. As an important part of the insurance industry, insurance brokerage companies can stand on the position of customers to help customers manage risks and formulate more scientific and reasonable insurance plans. As the first insurance brokerage company established in China, m insurance brokerage has accumulated a large number of highly educated and high-quality insurance brokers, but there are still shortcomings in customer relationship management. This article uses literature research, market research, comparative research methods, and other research methods, based on customer relationship management theory, customer value theory, customer segmentation theory, customer satisfaction theory, customer life cycle theory, etc., to study the current situation of customer relationship management in Mingya Insurance Brokerage Tianjin Branch. By analyzing the current situation of customer relationship management in Tianjin Branch, Summarize several issues: low customer service efficiency, poor stickiness with customers, poor customer experience, etc. At the same time, an analysis was conducted on these issues, including poor customer differentiation management, incomplete service processes, insufficient service capabilities of insurance brokers, and a lack of corresponding support from the company. By analyzing the reasons and proposing optimization plans, we can strengthen the management and maintenance of customer relationships, and improve the quality and efficiency of customer service. And propose corporate culture and personnel guarantee, organizational structure and system guarantee, and information system guarantee for the smooth implementation of the optimization plan.
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