Research On Domestic Property-Insurance Company's Customer-keeping Strategy

The property-insurance in our country is an expeditious developing industry, in facing to the fury competition market, the domestic property-insurance company should pay more attention to the key-customer flocks, and enhance the customer-keeping ratio. In chapter 1, the article expatiates the theory basic of the argumentation from three angles, which are economics, marketing and insurance.On the base of chapter 1, the article reasons the inevitability and importance of fostering the loyal customer in domestic property insurance company in chapter 2.In chapter 3, the article defines the loyal-customer, and analyses the decisive factors of the customer's loyalty degree. Customer subdivision is the qualification of customer-keeping strategy, so in the first part of chapter 4, combining the domestic property insurance company's managing characters, the article investigates the calculate measures of the customer's life purchase, and then, recognizes the key-customer flocks which have the potential to be the loyal-customer. Aiming at the requirement characterizes of these customer flocks, in the second part of chapter 4, the article forms the practical plans of how to push the customer-keeping strategy. During the study of this theme, I adopt four methods, which are data argumentation, logic analysis, experts' interview and practicing. I think, the innovation ideas in this article are including three parts. Firstly, the customer maintenance ratio is more important than market occupation ratio in gaining profit for a company. Secondly, Customer subdivision is the precondition of pushing the customer-keeping strategy. Thirdly, combining the domestic property insurance company's managing characters, the article forms the practical plans of how to push the customer-keeping strategy.