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客户关系管理(CRM)是旨在有效改善企业与客户关系的新型竞争理念与管理方法。本文首先从客户关系管理理论的角度出发对其作了简要概述,其中包括:客户关系管理产生的经济背景,客户关系管理的定义、内涵、核心思想和基本功能。然后本文通过对保险业经营特性和保险商品特点、国内保险经营环境、保险业的当前竞争形势的分析阐述了我国保险企业应用客户关系管理的必要性,并结合当前国内电子商务等发展状况说明了我国保险企业应用客户关系管理的可行性。
Customer Relationship Management (CRM) is a new competitive philosophy and management approach designed to effectively improve business-customer relationships. Firstly, this article gives a brief overview of the theory of customer relationship management, including the economic background of customer relationship management, the definition, connotation, core ideas and basic functions of customer relationship management. Then this paper expounds the necessity of the application of customer relationship management in China’s insurance enterprises through the analysis of the operating characteristics of the insurance industry and the characteristics of the insurance products, the operating environment of the domestic insurance and the current competitive situation in the insurance industry. Based on the current development of domestic e-commerce, The Feasibility of Applying Customer Relationship Management in China ’s Insurance Enterprises.