Customer Assets Management For Property Insurance Company

As the locality of profit, customer is the basis for the survival and development of an enterprise. Client resource plays an important role particularly for insurance, who provides the risk security service. In order to maintain a good and long term cooperative relationship, property insurance company should focus on depositing the limited resources into high-quality customers after client identification and evaluation, in the increasingly fierce insurance market competition. As a new marketing theory that has been taking off in recent years, theory of customer assets regards customer and customer relationship as crucial assets, a company can increase its client assets value, so as to promote add value of the company, through the operation of customer and customer relationship.This paper first reviews the marketing theory which is related to theory of customer assets, and then introduces the definition, composition and property of client assets, then comes to the introduction of client assets'traditional drive elements, improved four-dimensional value-driven model of client assets, and some of client assets measurement model. In the end, this paper does a quantity and quality combined empirical measurement on the value of H insurance company's client assets in 2008, based on this company's car insurance cover and claims-related information. Different types of client assets are rated according to that test result. Then some of the views and suggestions about property insurance companies'client assets management are put forward, on the basis of four-dimensional driven model of client assets improvement.There are five chapters in this paper.As the introduction, the first chapter introduces the research background, objective, significance, structure, and the research method.There is the client assets literature review in the second chapter. Firstly, the article briefly introduces the theory of customer asset management, talks about the definition, composition, nature, traditional three-dimensional drive model of client assets, and four-dimensional drive model of client assets which is revised improved by domestic scholars. Finally, it introduces about some measurement models of client assets.In the third part, there are the value measurement of H property insurance company, and the positive analysis of its customer assets. Firstly, the paper points out the special nature of the insurance and property insurance. Due to this special nature, it is meaningless to measure the value of one single customer's asset, in the property insurance company's client assets measurement, it is more reasonable to do the measure on the basis of customer classification.According to this view, the paper measures the client assets purchase value of H Company. After that, qualitative analysis is done to its non-purchase value. In the end, the insured client asset value is classified.In the fourth chapter, suggestion is given to the client assets management of property insurance company, according to the client assets composition and its four-dimensional drive elements.The innovation, as well as the deficiency, are pointed out in the fifth chapter, which is the conclusion of the paper.