【作者】 徐杰；

【导师】 王仁武；

【作者基本信息】 华东师范大学 ， 工商管理硕士（专业学位）， 2022， 硕士

【摘要】 伴随2020年车险综合改革正式实施,车险保费规模多年来首次出现负增长,同时伴随车险保单成本率持续走高,财产保险行业普遍面临结构性变化带来的双向经营压力。面向企业客户经营的非车保险业务成为破局的关键。通过优化与企业客户关系管理,能够进一步增强客户感知价值,构建独特的企业竞争优势。回归为客户创造价值的服务理念,才能在日趋白热化的非车保险市场竞争中独善其身,实现长久可持续的经营发展目标。本文以国有控股的T财产保险公司为研究对象,在公司客户经营转型背景下,以客户关系管理理论在保险领域应用为基础,借助深度访谈,总结T公司目前在企业客户关系管理中存在4个问题,包括:主观因素主导客户价值预测,保险期内客户服务感知较差,客户风险画像难以实时获取,缺乏客户标签统筹管理与应用,并给予相应的原因分析。通过将现状与客户关系管理战略整合框架包含要素比对,同时结合客户价值细分理论,本文尝试使用数据挖掘方法,对T公司风险客户识别、保持策略提出优化方案。通过分析客户关系管理涉及数据需求,提出了一种统一客户视图建设思路,保证前、后端能够实时掌握客户状态,并建立相应的客户标签管理体系。最后,作为保障措施,为了应对不同客户群体个性化服务需求,需要对T公司现有管理、运营架构进行调整,以匹配整体客户运营策略,并从组织、制度、人才、技术四个方向予以实施。本文依照前、中、后台逻辑,提出一种相对完整、闭环的优化方案,以启发式的具体场景优化,串联客户关系管理完整流程。在应用角度,最大程度沿用T公司现有管理成果,减少各方对客户经营转型阻力,保障变革管理顺畅运行。希望不仅可以帮助公司解决自身问题,还能给同业在面对企业客户关系管理问题时,发挥借鉴意义。更多还原

【Abstract】 With the formal implementation of the comprehensive reform of vehicle insurance in2020,the scale of vehicle insurance premiums experienced a negative growth for the first time in decades and the cost ratio of vehicle insurance continued to rise at the same time.The property insurance industry is generally facing pressure brought by such structural changes.Non vehicle insurance business for enterprise customers has become the key to breakthrough.By optimizing customer relationship management with enterprise customers,company can enhance customer perceived value and build unique competitive advantage.Company may survive the fierce competition in non vehicle insurance market only by returning to the service concept of creating value for customers,and finnally achieve the long-term goal of sustainable business development.This paper takes T property insurance company,a state holding company,as the research object.Under the background of T company’s customer-oriented operation transformation,based on the application of customer relationship management theory in insurance industry,with the help of in-depth interviews,4 existing problems are found in the current enterprise customer relationship management,including:(1)subjective-factor-based customer value prediction;(2)poor customer perception during insurance period;(3)difficulty in obtaining customers’ real-time risk profile;(4)lack of overall management and application of customer labels.The corresponding reasons are further analyzed.By comparing the current situation with the elements included in the strategic integration framework of customer relationship management and applying the customer value segmentation theory,this paper draws the means of innovation as follows.Firstly,this paper tries to use the data mining method to propose an optimization scheme for T company’s risk customer identification and retention strategy.Secondly,by analyzing the data requirements involved in customer relationship management,this paper proposes an idea to construct the overall view for all customers and corresponding customer label management system,which will help the front-end and back-end to grasp the customer status in real time.Finally,as a guarantee measure,in order to meet the personalized service needs of different customer groups,the existing management and operation structure of T company shall to be improved to match the overall customer operation strategy.The implementation of the optimization scheme shall be guaranteed in four directions: organization,system,talent,technology.According to the front,middle and back-end logic,this paper proposes a relatively complete and closed-loop optimization scheme,which uses heuristic specific scenarios to optimize and concatenate the complete process of customer relationship management.From the perspective of application,this scheme gives full play to T company’s existing management achievements so as to reduce the resistance of all departments to customer business transformation and ensure the smooth operation of change management.It is hoped that this paper can not only help T company solving its own problems,but also give reference to the peers in the face of enterprise customer relationship management problems.更多还原