Customer Value Analysis And Marketing Strategy Research Of R Company Based On AHP-entroph Method

In 2018,the profits of insurance companies have been shrinking due to many factors,such as stricter external supervision,lower return on investment and price war.The traditional business model of above-scale and growth rate is facing major challenges.As the earliest and largest R property insurance company in the region,it also faces many difficulties in its operation.On the one hand,under the influence of the sustained price war,sales costs are decreasing day by day,and the situation of borrowing capital to maintain operation makes the company's capital turnover difficult;on the other hand,in the first half of 2018,the market share of R property insurance company was overtaken by other local insurance companies for the first time,and the growth rate of the car insurance market fell behind the average growth level of the local industry for the first time.Therefore,how to occupy a dominant position in the future market competition and obtain sustainable business opportunities has become an urgent issue for R property insurance companies to analyze and study.This paper makes an in-depth analysis and Research on the customer value of R company's main profitable insurance,namely automobile insurance.Firstly,starting with the new changes in the development of insurance market after the second commercial vehicle fee reform and the "newspaper-bank integration" in the insurance industry,this paper analyses the problems and current situation of the development of insurance market,systematically summarizes the research results of relevant theories of customer value at home and abroad,and summarizes the research contents and methods of this paper;secondly,it summarizes the development of insurance market and automobile market directly affecting its development.Thirdly,the data of R company's automobile insurance customers in December are extracted,and the AHP-Entropy data analysis model is constructed by combining the analytic hierarchy process with the Entropy Method.Combined with the consumption data of value-added services and customer satisfaction data,three first-level and 17 second-level automobile insurance customer value evaluation index systems are constructed,which are obtained by comprehensive weighting calculation.At last,based on the above analysis results,this paper puts forward corresponding marketing strategies on how to tap the current value of customers,reduce operating costs and improve customer satisfaction.In summary,this paper breaks through the previous generalization and research of customer value from macro perspective,takes the real data of automobile insurance customers as analysis samples,and rationalizes the data sampling through the combination of data classification and hierarchical proportion.The results are more subdivided and real,and have more reference value.In methods and applications,it uses qualitative and quantitative,subjective and objective phases.A comprehensive weighting model,namely AHP-Entropy Data Analysis Model,is constructed in a combined way,and applied to the value analysis of the real automobile insurance customer data of R Property Insurance Company to serve the automobile insurance customer relationship management.At the same time,the new business model of leading development based on customer demand and combining enterprise-oriented consumption is also innovative in application.