Research On Measurement And Promotion Of Customer Equity In A Insurance Company

The insurance industry is a booming industry in our country. As in the more and more fierce marketable competition, the insurance company should change the concept of marketing and take the customer as the center to grab the customer resource as much as possible. This is also the only way of the insurance company to enhance their competitiveness. At present, the insurance company's ability to manage customer equity is relatively backward,the insurance company has not formed a relatively mature system in how to manage the customer assets. Therefore, it is very necessary to research customer equity in the insurance company. The ultimate goal of customer equity management is to maximize customer equity through the integration of resources. The key to enhance the customer equity is to measure the customer equity. The relationship between the insurance company and the customer is contractual, so the customer equity measurement in the insurance company appears different. This study also provide a guiding role for other contractual enterprises'customer equity measurement.This paper starts with the status quo of customer equity theory through summarizing a large number of relevant literatures about customer equity theory . From the point of the basic theory of customer equity and the measurement and promotion of customer equity, We make a more comprehensive summary of theoretical research results at home and abroad. Next, this paper carries out a depth analysis to the traditional contract-based model. Combined with the feature of the insurance company's customer, we choose a CLV model which considers customer-keeping ratio. This model measures customer lifetime value from two aspects of each customer's current value and potential value. Based on the historical customer purchase records and the survey data, Chapter III takes the CLV model for the empirical analysis in A insurance company. And by the logistic regression, we ultimately determine each customer's possibility of continuing to buy in A insurance company in the next purchase decision .The positive research indicates that the variable calculation method in the CLV model is operational and effective in the insurance company. Finally, taking the current value and potential value as sub-dimensions, we get a two-dimensional matrix , then we bring up the corresponding strategies of promoting customer equity to each category.