Customer Relationship Management Of The Lanzhou Branch Of Ping An Life Insurance Company Of CHINA, Ltd.

With the rapid development in the Insurance industry in China in recent years, more than 50 insurance companies began to sell the individual life insurance in 1994. Accordingly, "the tactics of a crowd of the people " is adopted to tap the still tender markets in China actively. With the co-growth in the insurance companies and their customers for 10 years, the life Insurance company has been transformed from the "roughly extensive" expansion of market share operation as the leading operation mode to the "intensified" detailed classification of customer groups to provide the insurance products and services in accordance with the customers' demands. As a result, the customers have thrown their eyes upon the persons engaged in insurance industries and the difference in services provided by the insurance companies, on the basis of which, the customers are able to make the decision for buying life insurance. Accordingly, it can be predicted that the insurance industry lacking "hi-teach" by itself should take the customers as the profit center, master the customers' community with high loyalty so that the competition that is going on from the management level of customer relation is bound to become the mainstream and core in the insurance market.In the paper, the latest customer relationship management theory is used to analyze the advantages and disadvantages as well as the existing problems via the studies of the operations of customer management in Pingan Lanzhou-company of life Insurance. Also, the knowledage in economics, management science, and marketing science are employed in the study. A detailed description is made of the customer micro-classification, customer identification, customer right protection and marketing tactics, etc. Acomplete customer relationship management system is designed for the insurance industry from such aspect as organization, control, coordination and technologies.In this paper, the knowledges of multi-disciplines are employed to study the customer relationship management and to design CRM system which is of practical significition and operation. So that the long-term management and development model is established so as to make theory and practice better combined with each other, aiming at the enterprises. This can have a far-reaching effect not only upon the enterprise and even insurance industry themselves but also upon the better evaluation importance of CRM theory itself. Also, this has good reference experience for the other undertakings and enterprises CRM.