A Diagnosis Analysis Report Of D Life Insurance Company YD Branch's Customer Relationship Management Activity

D Insurance(Group)Co.,Ltd.is a leading comprehensive insurance group in China.YD Branch has established branches in Zhengzhou,Kaifeng,Xuchang,Zhoukou and Shangqiu.The total number of branches is 48,and the staff of branches is more than 50,000.Since its establishment for more than two years,YD has maintained its top three position in the local market.YD branch maintains steady and sustainable development and continuously improves its market share.However,with the change of the life insurance market environment,the branch's customer relationship management gradually appeared various problems.In order to do a good job of "customer-centered" business model transformation,YD Branch needs to find a suitable optimization program to guide the practice of customer relationship management activities.In this paper,we take D life insurance YD branch customer relationship management activities as the research object.In chapter one,we start from the current situation of customer relationship management in China's insurance industry,and put forward the research background.At the same time,combining the relevant theories and objectives of customer relationship management,we find out the significance of the research.Finally,the research method of this paper is introduced.In the second chapter,starting from the current situation of insurance industry,market and YD branch,the author analyzes the problems existing in the customer relationship management activities of the company and summarizes them.The problems of customer relationship management activities in YD branch were found out.They are not match well,design is not scientific,cost allocation is unreasonable and result oriented is poor.In the third chapter,combining with the specific situation of the company and the related theories of customer relationship management,the author analyzes the root causes of the problems of customer relationship management activities from different angles.It is concluded that the causes of customer relationship management activities in YD Branch are inadequate activity scheme design ability,lack of effective control over activities and lack of correct understanding of customer relationship management activities.In the fourth chapter,using the theory of customer relationship management and marketing,the corresponding solutions are proposed,which are to refine and classify the company group,improve the program formulation process and strengthen the performance-oriented guidance.And on this basis,the author finds out preliminary design optimization practice methods.And they are specifically for the new and old customer groups to be subdivided,according to the standardized process to formulate plans,establish a sound performance guidance mechanism.The fifth chapter draws the conclusion of this study based on the above diagnosis and analysis results,and puts forward the prospect of the application of the later research results.