Research On Customer Relationship Management And Application In China Insurance Company

With China's accession to WTO,investment,joint ventur(?) insurance company after landing China,the domestic insurance market is diversified situation.The competitive advantage can only build industry in the fierce market competition invincible.The Customer Relationship(CRM) Management is conceived as a core concept effective to upgrade competitiveness of modern businesses,and has become an essential tool for the jnsurance company to build up its strength and competitive advantage.Practice shows that the implementation of large customer relationship managemen(?) is(?)he best option to enhance their competitive advantage.It is significant for fostering and boosting up the advantage of company' s differentiated competition with long-term and prof(?)a(?)e CRM. If the life insurance company wants to survive and have a good development, the customer consciousness has to be strengthened,and the high level service and support need to be provided,so that the good relationship with its customer can be strengthened.And the life insurance company needs to have the availability to identify and control the management risk,and effectively position the customer and segmentation precisely.In general, how to manage the CRM of life insurance company deserve to do the deep study.Customer Relationship Management is designed to improve the relationships between customers and enterprises,which is a new kind of business idea and management.Firstly,this research makes a comprehensive summary of Customer Relationship Management on the basis of its theory angle, including:the basic theory on Customer,the definition,connotation,core thoughts and research of it.Secondly,this research points out the new situation of competition among the China insurance enterprises,the features of customers in insurance enterprises and the characters of Customer Relationship Management in the insurance enterprises,analyzing the value of CRM to the insurance enterpriseS.Thirdly,this research make the H-Life Insurance Company(H-Life)as a material for case study,analyzes the competition and market situation of H-Life and demonstrates advantages of CRM applicable to H-Life.After examining the H-Life' s demand for CRM functions,as well as H-Life's current management limi(?)ions and subsequent impact over CRM practice,the author proposes corresponding solutions to help accelerate H-Life developmen(?) and competitiv(?)ess.This research analyzes the CRM employment and the stru(?)ure of CRM system,to investigate how to utilize CRM to develop the transformation of operation strategy mode of life insurance company,(?) prov(?)des theoretical and practical guidance of the implement of Cus(?)omer Relationship Management to China insurance enterprises;To constru(?)vely bring up the specific ideas to classify the new CRM system this is suited to domestic life insurance company' s CRM system.This is very impor(?)ant to build new competition advantage in the new competition environment for the life insurance company.