| China formally joined the World Trade Organization in 2001.In more than 20 years,China has actively seized the development opportunities of economic globalization,comprehensively expanded its opening up and deeply integrated into the development achievements of the world economy,attracting a large number of well-known foreign financial institutions to pour in and invest in China.The insurance industry has been developing in China for many years.With the development of the national economy,people’s insurance awareness has been continuously improved.However,the explosive growth of the industry will not continue,and the market of property insurance companies is becoming increasingly saturated.Both Chinese and foreign insurance companies have gradually encountered a bottleneck period.Based on this era background,this paper takes RBCC company as an example to study the company’s customer relationship maintenance and improvement plan in the Chinese market.RBCC company,headquartered in Tokyo,Japan,started its business in 1888 and set up a representative office in China in 1995.Since its establishment,RBCC company has mainly engaged in the sale of corporate property insurance and risk management consulting and services for Japanese enterprises in China.As a foreign-funded insurance company,it has experienced a period of rapid development in China in the past 17 years.However,with the change of market environment and customer demand,especially the impact of the epidemic in the past three years,the economic downturn,the development speed of all walks of life in China has slowed down,enterprises have begun to choose prudent investment,tend to conservative consumption,and daily operations are controlling costs.Therefore,the company’s future development in China is full of challenges.In this red sea of competition,we have gradually realized that the most important thing in the market competition is the competition of customer resources.Paying attention to customer relationship management and effectively improving customer relationship maintenance are conducive to the company’s differentiated competition in the fierce market environment,gaining advantages,and more conducive to the long-term and stable development of the company.This paper mainly uses the customer satisfaction theory,customer relationship maintenance theory,and relevant customer relationship research literature,through literature review method,in-depth interview method and other research methods,to analyze the current situation of the company’s customer relationship maintenance work in the Chinese market,and summarize the existing problems and deficiencies in customer relationship maintenance in the current system.By analyzing RBCC company’s policy environment,customer demand trend and characteristics,market competitors and other situations,this paper proposes improvement plans mainly for the determination of customer relationship maintenance types,the setting of maintenance objectives,the improvement of business processes,and the formulation of maintenance strategies,and at the same time puts forward safeguard measures in the concept,organization,personnel,costs,and systems of customer relationship maintenance,so as to improve customer satisfaction and loyalty,Help the company find a new track of differentiated competition,provide a new direction for the company’s future stable development in the Chinese market,and ensure the company’s future growth engine and long-term stability. |
