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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。
The insurance industry is an industry that provides high value-added services to a large number of customers. This determines that the insurance industry is a highly customer-oriented industry. The competition in the insurance industry has long been shifted from traditional price competition to service value competition. Currently, the domestic insurance market is still in its growth stage, and the homogenization of the life insurance market is serious. A Life Insurance Guizhou Branch is the fifth life insurance company to enter the Guizhou market with strong momentum of development but still faces many problems. The implementation of customer differentiation marketing strategy will be able to improve customer and company communication efficiency, help to build a high-quality high performance and high loyalty service level of the business team to reduce management costs and reduce compliance risk. This paper constructs a life insurance Guizhou Branch and Guizhou local insurance development. Through data collection such as questionnaires and interview, we collect the data of internal and external offices and customers in A Life Guizhou Branch, and use fuzzy clustering analysis to analyze the customer data. For the high-end, mid-end, low-end (inactive) and potential customers four categories. Combined with A life insurance companies in the sale of products on the four types of customer base were made for marketing strategy.