Research On Relationship Marketing Of Shanxi Branch Of YA Insurance Company

In recent years,the competition in the insurance industry has become more and more obvious,especially in the small and medium-sized insurance companies.Compared with the old insurance companies,the pressure of competition is greater.The traditional system and development mode have been greatly tested.The development situation is grim.The traditional marketing theory has been unable to meet the current marketing needs.The more the modern marketing theory,especially the relationship marketing,plays in the financial industry the more obvious.In the current market environment of fierce competition,how to establish the concept of relationship marketing,strengthen the strength of relationship marketing,organically combine with the actual situation of insurance companies,how to optimize their own relationship marketing strategy,has become an important topic for small and medium-sized insurance companies to discuss in the competition.Based on the current external situation,this paper takes Shanxi Branch of Ya insurance company as the research object,and uses the relevant theories of relationship marketing at home and abroad for reference to analyze the importance of current customer relationship marketing.Based on the six market model of relationship marketing,this paper analyzes the relationship of Ya insurance company in six markets,and analyzes the current situation of relationship marketing of Ya insurance company in combination with questionnaire survey,and concludes the existing problems of relationship marketing of Ya insurance company: low customer loyalty,imperfect relationship pricing,homogeneity of service products,low brand awareness,poor sense of belonging of employees,multi-party relationship Inadequate maintenance,etc.In view of the main problems existing at present,from the perspective of enhancing relationship marketing,this paper puts forward six ways to improve the optimization scheme of relationship marketing through the "six market model" : mainly strengthening customer demand research,personalized customization,peer cooperation,benefit sharing,information exchange,improving human resource management level,strengthening corporate culture construction,optimizing marketing team management and other countermeasures.The guarantee measures of the optimization plan mainly include setting up the organization scientifically,improving the customer relationship marketing management system,optimizing and standardizing the financial system,establishing the marketing process management system,optimizing the human resource management system,introducing the management system of competitors and partners,and improving the CRM system of Shanxi Branch of Ya insurance company.In the optimization plan,the most important is the human factor.Therefore,the most fundamental thing is to do well in the core customer marketing and the most basic internal marketing.Enterprises should focus on the key factor of "human",highlight the relationship optimization between customers and employees,and consolidate the foundation of enterprise development and maintenance of customer relationship.