The Research On The Customer Relationship Management Of PICC Health

With the rapid development of China's economy and national policy guidance,leading by the international insurance market, China's life insurance business is about to enter a new stage of professional health insurance which is vigorous developed. How professional health insurance companies have a foothold in the mature life insurance market as well as occupy market share. Customer relationship management plays a pivotal role in the development of the whole professional health insurance. How to do well with the customer relationship management under the current conditions is an exploring topic to professional health insurance companies in China.It has an important guiding significance to motivate the development of professional health insurance companies.This paper is taking the characteristics of health insurance and health management as well as the theory of relationship management as a guide. It is composed of the internal structure of PICC Health, existing products and services as well as existing clients. Through the analysis of the national policy guiding, PICC Health in insurance market in recent years' data and characteristics of every business line products and services in PICC Health, it has found out the problems and weak links of customer relationship management.Then with carrying on the comprehensive three-dimensional analysis and constructing logic framework.On this basis, it combines PICC Health in the external environment (economic environment, social environment, industry environment, policy environment) and enterprise's status quo about all aspects of the customer relationship management, and through three aspects of target market and customer development, customer relationship management and maintenance and customer relations upgrade to discuss the customer relationship of PICC Health. It proposes specific solutions, develops a reasonable solution, offers suggestions to PICC Health for customer relationship management and provides a frame idea for professional development of health insurance companies in customer relationship management strategy.In the paper, the concept of health management service differs from ordinary life insurance characteristic service.It regards as a sustainable bond with customer relationship through every link of customer relationship management. It turns into the core strategy of PICC Health for customer relationship management and the core competitiveness to market competition.Basing on current theories of comprehensive analysis of internal and external environment of PICC Health, it comes out that through the use of the external environment to achieve internal values-oriented and internal policy direction, using measures of internal structures corresponding adjustment, the design of the product characteristics, service quality improvement and the brand of widespread PICC Health for building customer relationship management framework. In the whole customer relationship management process, it has always been closely around the core competitiveness of health management service to occupy the market and provides guiding direction for professional health insurance in personal insurance market to develop business by customer relationship management.