【作者】 张蕾；

【导师】 吴洪波；

【作者基本信息】 哈尔滨理工大学 ， 管理科学与工程， 2010， 硕士

【摘要】 随着改革开放不断深化,我国保险业有了长足发展。加入WTO之后,许多国际知名保险企业纷纷抢滩国内保险市场,使得竞争日趋激烈。客户是保险业的生存之本,根据调查,吸引一个新客户的成本是维持一个已有客户成本的五到十倍,而一个忠诚度较高的老客户将给企业带来更多的利润和潜在客户。因此,如何维持已有客户,防止客户流失,积极拓展新的客户市场,成为各家保险公司必须解决的问题。本文在消化吸收国内外学者关于客户忠诚度方面研究成果的基础上,论述了客户忠诚对保险企业的重要意义,分析了保险业客户行为忠诚和态度忠诚的区别与联系,综合考虑行为和态度两个维度设计客户的忠诚度子模式,运用数据挖掘技术对客户忠诚度进行分析,并就某保险公司的实际状况进行了案例分析,在此基础上有针对性地提出了提高保险业客户忠诚度的具体策略和方法。本文共分为五章,第一章主要介绍了客户忠诚和数据挖掘的基本思想及研究现状,分析了保险产品的特殊性以及当前形势下保险业所面临的机遇与挑战,并阐述了客户忠诚对保险业的重要意义,理出了全文的脉络。第二章介绍了客户忠诚度的概念、类型等相关内容以及数据挖掘技术的概念、过程、方法等。第三章依据现有理论提出从行为和态度两个维度分析客户忠诚度,并设计出保险业客户忠诚度的子模式。第四章设计了客户忠诚度模式挖掘的模型。第五章对某保险公司客户的忠诚进行了实例分析,提出基于不同忠诚度模式的客户管理建议和策略,对合理应用各种管理、服务策略和措施发展忠诚客户进行了探讨。更多还原

【Abstract】 Chinese insurance industry has made quite great progress along with the deepening process of Reform and Opening. After joined WTO, the competition is increasingly intense, because many international well-known insurance companies have vied for the domestic insurance market. The customer is very important to insurance industry. According to a survey, the cost of attracting a new customer is five to ten times more than the cost of maintaining a regular customer. Therefore, a higher loyalty of regular customer will bring more profits to the company than potential customers. Therefore, every insurance company must solve the problem that how to maintain regular customers, prevent customer defection and actively expand new customer markets. The dissertation reviews and combs the research of foreign and Chinese scholars in the area of customer loyalty, dissertates the significance of customer loyalty for a company, analyses the affiliation and differences between behavior loyalty and attitude loyalty, gives out the branch modes which are based on both behavior and attitude, uses the method of data mining to analyse the customer loyalty. This dissertation also gives a case study of an insurance company, gives out pertinent strategies and methods that would improve customer loyalty at the end of the dissertation.This dissertation is divided into five chapters. The first chapter mainly introduces the basic theories and recent study of customer loyalty and data mining, analyses the particularity of insurance products and the chance and challenges that Chinese insurance industry must face recently, illustrates the importance of customer loyalty to insurance industry, manages the whole dissertation totally. The second chapter mainly discusses the conception and the types of customer loyalty and other relative contents, introduces the conception, the process and the method of data mining. The third chapter designs the branch mode of customer loyalty based on both behavior and attitude according to the recently research. The fourth chapter designs the model of mining the mode of customer loyalty. The fifth chapter gives a case study of an insurance company, which points out advices and strategies on different mode of customer loyalty, discusses using different service strategies logically to develop customer loyalty.更多还原