基于客户细分的寿险公司差异化营销策略研究——以A寿险贵州分公司为例

发布时间：2018-03-28 16:36

本文选题：客户关系管理　切入点：聚类分析　出处：《时代金融》2017年05期

【摘要】：保险行业是一个面向众多客户提供高附加值服务的行业,这就决定了保险行业是高度客户需求导向的行业,保险行业的竞争早已从传统的价格竞争转向服务价值的竞争。当前国内保险市场还处于成长阶段,寿险市场产品同质化现象严重。A寿险贵州分公司是第五家进入贵州市场的寿险公司,发展劲头强劲,但仍面临着许多问题。实施客户差异化营销策略将可以提高客户与公司的沟通效率,有利于建设一支高品质高绩效高忠诚度高服务水平的业务队伍,降低管理成本,减少合规经营风险。本文结构A寿险贵州分公司和贵州本地保险发展,通过问卷调查和面访等方式对A寿险贵州分公司内外勤及客户进行数据收集,使用模糊聚类分析方法对客户数据进行分析,将客户分为高端,中端,低端(不活跃)和潜在客户四类。并结合A寿险公司在售产品,就四类客户群分别作营销策略建议。
[Abstract]:The insurance industry is an industry that provides high value-added services to many customers, which determines that the insurance industry is a highly customer-oriented industry. The competition in the insurance industry has long changed from the traditional price competition to the service value competition. At present, the domestic insurance market is still in a growing stage. The life insurance market product homogenization phenomenon is serious. A Life Insurance Guizhou Branch is the fifth life insurance company to enter the Guizhou market. But there are still many problems. The implementation of customer differentiation marketing strategy will improve the communication efficiency between customers and the company, will help to build a high quality, high performance, high loyalty and high service level business team, reduce management costs, In this paper, A Life Insurance Guizhou Branch and Guizhou Local Insurance Development, A Life Insurance Guizhou Branch and customer data collection through questionnaires and interviews, Using fuzzy cluster analysis method to analyze customer data, customers are divided into four categories: high end, middle end, low end (inactive) and potential customers.
【作者单位】：贵州财经大学;
【分类号】：F274;F842.3

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