Eastern Life Assurance Company Nanjing Branch Customer Relationship Management Applications Research

After china's entering to WTO, the Chinese insurance market will gradually be opened, native insurance companies will be faced with more pressure of competition.at this time, Original and more smaller insurance companies should face the chanllege and create the opportunity, establish the competition advantages with the information system. The application and implemention of CRM can not only integrate the resource of customers and provide the service of individuation for customers with analytical CRM, but also improve the working effiency with BPR.This thesis aims at Nanjing filiale of eastern life insurance co.,Ltd and gives a full-scale analysis to the actuality of the application of the company's CRM,including the market structure,competition station, operation area, organizational structure, marketing channel, CRM actuality, total operational process and information flow. the thesis analyze the principle and object of the application of the CRM, rebuild the business process and design the central function of the CRM combine the CRM theory. The thesis establish the model of the customers' value subdivision ,analyze the customers' degree of satisfaction and the customers flowed out analysis.