CRM在国有保险企业中的应用研究

【作者】 秦翔辉；

【导师】 薛恒新；

【作者基本信息】 南京理工大学 ， 工商管理， 2003， 硕士

【摘要】 本文在概述CRM的相关理念、定义和功能模块的基础上，分析了国有保险企业目前的市场地位和竞争力状况，指出了国有保险企业实施CRM的必要性和可行性；并进一步分析了国有保险企业对CRM应用功能的特征要求；然后全面讨论了国有保险企业现有管理体系上的缺陷对实施CRM的约束与影响，以及相应的改革措施；最后总结了国有保险企业成功实施CRM的基本步骤和关键因素。 文章着重从企业的业务流程、组织结构、人力资源以及企业文化等方面分析了现阶段国有保险企业在实施CRM过程中所存在的问题和这些问题产生的原因，并针对这些问题和原因提出了重组的方法和改造的措施；文章还结合了国有保险企业的实际业务特征，重点讨论了在国有保险企业CRM整体解决方案中的商业智能、呼叫中心、客户服务与支持等各模块的功能需求；最后针对国有保险企业的内部环境特点，文章总结了在国有保险企业成功实施CRM的基本步骤和注意事项。更多还原

【Abstract】 This article gives out a brief introduce on the basis theory and related ideas and the function modules of CRM(Customer Relationship Management), On this basic, the article analyzes the market position and competitive power of the state-owned insurance enterprise, and points out the necessity and the feasibility of the state-owned insurance enterprise to carry out the plan of CRM. It puts forward the function requirement of the state-owned enterprise on CRM. It further analyzes the limitation of the currently management of the state-owned insurance enterprise’ in the application of CRM, and discusses how to overcome the limitation. In the end the article sums up the basic steps and key factors on how to implement CRM in state-owned insurance enterprise successfully.The article focuses on the problems of the business procedure, the organization structure, the human-resource and the enterprise culture in the course of carrying out the plan of CRM in state-owned insurance enterprise. It further analyzes the reason of occurring these problems and gives some advices on resolving them. It also discusses the function demand to the BI(Business Intelligence) module, CC(Call Center) module etc in the integration solution of CRM according to the character of the state-owned insurance enterprise. In the end, aiming at the internal character of state-owned insurance enterprises, the article summarizes the basic steps and key factors in the procedure of carrying out the project of CRM.更多还原