The Analysis Of Customer Delivered Value Of China Life Insurance Company

Customer delivered value is marketing one of the important theory, the theory is that customers maximize the value of the pursuit, some of the search costs and limited knowledge, flexibility and income and other factors limit, from customers to provide them Cognitive the highest customer delivered value of the company to buy the product.Along with the full liberalization of the insurance market, the main operating insurance increased insurance market more competitive insurance market and customer demand changes to the insurance industry's competitiveness has put forward higher requirements, all enterprises operating activities Should focus on how to meet the consumer demand is also described as "value", the paper adopted by the insurance customer delivered value system of the constituent elements are described, the China Life Insurance is currently the main competitors for the customer delivered value analysis arrive at China Life Insurance Company has delivered value system problems, China raised the value of life insurance customers transfer system upgrade strategy. In accordance with the above-mentioned the idea of writing in the paper the structure of the set, the full text is divided into five sections.Introduction describes the background and research papers delivered value for the study of the significance of China Life, and presemed research papers and ideas. China Life Insurance Co., Ltd. is the largest life insurance business, the oldest and most outlets, is China's life insurance industry on behalf of the nation, Guo Zihao background, as well as domestic life insurance market in the early form of monopolistic competition has laid a China Life Insurance Company's current market position, but with the full liberalization of the insurance market, market competition, China Life will not only have to face the domestic life insurance companies, would also have to deal with foreign operators on 100 years of history, strong financial strength, Advanced management experience of foreign companies, China Life must adhere to the customer-focused, market-oriented philosophy of service to enhance customer delivered value, so as to enhance the competitiveness of enterprises.In this paper, the second chapter of the customer delivered value theory and the theory is more detailed. Customer delivered value is the total customer value and total customer cost difference. The total value of the customer is the customer from a particular product or service available in a range of interests, including in terms of value, service value, personnel value and image value; the total cost of the customer in the assessment, access to and use of the products or services from time to time caused by the customers Is expected to cost, including the cost of money, time costs, the cost of physical and mental costs. In general, a rational consumers to purchase a product for the decision, it is necessary to evaluate the product, the total value of the customer, but also to measure the product by customers to pay the total cost. In sufficient time to consider and adequate capacity to pay the cases, according to the consumer, "input-output" to compare the total cost of the customer and the total value of the customer to choose the largest customer delivered value of products purchased as a target. Customer delivered value with the continuing advantage of the enterprise, with customers able to establish a good long-term relationship with the competitors will have a long-term stability of the competitive advantages of enterprise value will be continuously improved. In the second chapter also delivered value for customers and working closely with the relevant customer value theory, 4Cs, 4Rs theory and services marketing theory on these theories for China Life to establish a customer-centric delivered value system has important Guide.In the third chapter focuses on the value of China Life's transfer system are analyzed. First of all, on China Life Insurance Company and the basic history and then transfer the customer in control theory, China Life's customer value and cost for each of the constituent elements of the set, and in accordance with the constituent elements of China Life's main competitors Delivered value analysis, pointing out that China Life has delivered value system problems.In this paper, the fourth chapter of the China Life Insurance delivered value to enhance the principle of customers first, according to the needs of individual customers to increase the delivered value, and second, find the value of customer delivered a "short-board" is a reasonable guide for customers The perceived value of the transfer, is seeking four customer delivered value and corporate profits and balance the long-term development.In the fifth chapter on the major upgrade of the China Life Insurance delivered value strategy. Papers in the two parts of China Life delivered value analysis and delivered value to enhance principles set out after the proposed transfer to enhance the value of several strategies. This chapter is the core of the paper, based on the customer to increase from the total value of the customer and to reduce the total cost to upgrade the idea of China Life's delivered value, such as upgrading our core values and the value of the extension is to increase the value of customer products. To strengthen the sales channels and marketing research and development in order to reduce the cost of the customer, China Life's only response to changes in the competitive environment, combined with their own strengths and resources, and continuously improve the customer delivered value system in order to remain unbeaten in the competition's Manner.In the concluding part of this article summarized the discussion, pointing out that the customer delivered value is to improve the competitiveness of enterprises on the basis of the work of the customer's purchase decision-making impact on enterprise marketing, customer delivered value for customers in different effects on different levels of need Discrimination, and to enhance customer delivered value can not be at the expense of long-term development of China Life at the cost. The company's top priority is to create customers, in competition to the survival and development, we must pay attention to customer needs and to meet the needs of customers, customer satisfaction is the key to whether or not to provide enterprise customers beyond the expectations of the customer delivered value, so that customers Watanabe will be the value of enterprise customers and the common pursuit.