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论文编号：	7363
作者编号：	2220130881
上传时间：	2015/6/7 23:52:30
中文题目：	CC人寿天津分公司VIP客户二次开发项目沟通管理研究
英文题目：	Study on communication management of the secondary development project on the VIP customers of the branch of CC Life Insurance Agency in Tianjin
指导老师：	李季
中文关键字：	保险；VIP客户；二次开发项目；沟通管理
英文关键字：	Insurance Industry; VIP Customers; Secondary Development Project; Communication Management
中文摘要：	随着我国经济的蓬勃发展以及日趋完善的社会保障体系的搭建，保险行业作为民生保障事业已经备受政府和百姓的关注，现代保险服务业已成为完善金融体系的支柱力量、改善民生保障的有力支撑、创新社会管理的有效机制、促进经济提质增效升级的高效引擎和转变政府职能的重要抓手。保险行业的未来发展前景广阔，同时行业竞争也日趋激烈。高价值的VIP客户自然是“兵家必争之地”。VIP客户的二次开发项目，能够实现相对低成本的投入而高价值的产出，更好的维系保险企业的忠诚客户。而这样的项目实施中，沟通管理工作起到了至关重要的作用。如何提高在保险VIP客户二次开发项目中的沟通策略与技巧，提升项目达成的效率，实现VIP客户与保险企业的双赢是本文研究CC人寿天津分公司VIP客户二次开发项目沟通管理的主要目的。本研究共分为六个部分，第一部分阐述了论文的研究背景与意义，论文的研究方法和框架结构；第二部分回顾了相关的理论基础，介绍了保险相关的概念、VIP客户的界定、沟通管理、项目沟通管理的概念以及国内外项目管理研究的现状；第三部分介绍了CC人寿天津分公司VIP客户二次开发项目的概况及其沟通管理的特征；第四部分对CC人寿天津分公司VIP客户二次开发项目沟通管理策略的关键问题进行了分析；第五部分以CC人寿天津分公司VIP客户二次开发项目为研究对象，针对其生命周期的三个阶段分别阐述了沟通管理的策略及其保障体系构建；最后是本文的研究结论。
英文摘要：	With the vigorous development of our country’s economy and the effort to improve the social security system, the insurance industry has come into notice of the government and its people as a security utility. Modern insurance service has become to be one of the pillar strength to improve the financial system, the strong support to improve the people’s livelihood, the effective mechanism to change the social management level, the efficient engine to transfer the economy efficiency and the important way to transform the government function. There is a progressive prospect in the development of the insurance industry. But both things have two sides. The increasingly fierce competition will also exist in the future. Everyone will focus on striving for the selection of the VIP customers who have the high value. Those who can put more energy into this competition can reduce the cost, increase the value and maintain a better relationship with the customers who will show their loyalty to you. In the implementation of this kind of project, communication management plays a vital role. Our purpose on the study of secondary development with the VIP customers about communication management of the branch of CC Life Insurance Agency in Tianjin is to use more practical strategies and skills to improve the probability of program success and make two-side value come to. This thesis is divided into six parts. The first part elaborates the research background, significance, methods and framework. The second part is mainly about the relevant theoretical basis. It will introduce insurance concept, such as the definition of the VIP customers and the conception of communication management. From this part, you can also know about the domestic and foreign research situation of some theories. The third part introduces the secondary development project on the VIP customers of the branch of CC Life Insurance Agency in Tianjin and talks about its characteristics of communication management. The fourth part is about the analysis of the agency’s communication management strategies for key factors. The fifth part is to expound the strategy of communication management with the theory of cycle of three-stage life and the construction of the guarantee system. Last but not least, we will show the research conclusion of this thesis.
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