互联网环境下的寿险企业客户终身价值研究
摘要客户终身价值作为客户关系管理的核心指标，成为现代企业“以客户导向为中心”发展的重要指标。寿险业在中国起步晚，随着寿险市场需求的不断增加，维护好老客户、吸引新客户，借助互联网进行高效的客户终身价值管理成为寿险企业发展的重点。本文先分析了寿险业发展的问题，从互联网环境下的终身价值管理的促进因素以及寿险企业在实施该举措后的受益出发，分析了其必然性。在线上价值创造的基础上，选择太平人寿作为客户细分RFM指标的研究案例。并通过问卷调查，对太平人寿客户通过网络平台带来的价值进行具体分析。最后，给出寿险业在互联网环境下客户终身价值管理的问题及对策，有利于中国寿险业顺应时代健康发展。58245
Abstract: Customer lifetime value as the core of customer relationship management indicators, becoming the important indicators "customer orientation as the center" the development of the modern enterprise.Life insurance in China started late, as the life insurance demand, maintaining old customers well and attracting new customers, with the help of the Internet to manage the customer lifetime value efficiently becomes the focus of the development of life insurance enterprises.Fitstly, the paper analyzes the development of life insurance. Then, analyseing its inevitability from the promotion factous of the lifetime value management under the Internet environment and the benefit after the implementation of the life insurance enterprise.On the base of creating value online, I choose Taiping Life Insurance Cor,Ltd. as the research object of the customer segmentation RFM indicator.Through the questionnaire survey, doing the specific analysis about the value which bring by the network platform of Taiping Life Insurance Cor,Ltd..Finally, giving the problems and countermeasures of the life insurance customer lifetime value management under the Internet environment, which is conductive to the China's life insurance keep up with the healthy development of The Times.
毕业论文关键词：互联网 客户终身价值 客户细分 RFM
Keyword: Internet；Customer lifetime value；Customer Segmentation；RFM
目 录
1引言 4
1.1研究背景及意义 4
1.2研究内容 4
1.3本文创新点 5
2.1互联网环境下的客户终身价值国外的相关研究 5
2.2互联网环境下的客户终身价值国内的相关研究 5
2.3 RFM模型国内外相关研究 6
2.4研究存在的问题 6
3互联网环境下寿险企业进行客户终身价值研究的必要性 7
3.1寿险企业发展存在的问题 7
3.2互联网环境下客户终身价值管理的促进因素 7
3.2.1前台与后台的整合 7
3.2.2互联网提供了交流与互动的平台 8
3.2.3动态的客户数据库的建立 8
3.3寿险企业实施互联网环境下客户终身价值管理的受益 8
3.3.1提高信息对称性 8
3.3.2不因代理人的离职造成客户的流失 8
3.3.3降低服务成本 9
3.3.4提高企业营收