臺灣博碩士論文加值系統

Following the growth of economy and the changing environment of
competitive markets, customer relationship management (CRM) becomes an
important strategy for an enterprise to operate businesses. Customer needs are
the resources to gather from to improve business production. Therefore,
understanding the successful factors through CRM to exploring competitive
strategy and system model is necessary for service-oriented businesses.
This research used a case study with interview in depth of methodology
exploring the CRM strategy, model and understanding its successful factors in
an insurance company. The result will be a reference for companies to design
their CRM systems and identify competition strategies.
After summarizing and analyzing interview data and reviewing literature,
the conclusion can be made. A life insurance company established 3C
strategy by using CRM system which includes crossing-selling, capital
efficiency and cost saving. CRM Model in Life Insurance Company consists
with event management, channel management and targeted customers. Factors
to complement a successful CRM are information standardization,
cross-department cooperation, standard operating process and supervisor
support and organizational identification. After the research of CRM system in
the case company, some suggestions can be provided as a reference and a
source of improvement in CRM system of A life insurance company.

TABLE OF CONTENTS-------------------------------------------------------------II
LIST OF TABLES--------------------------------------------------------------------IV
LIST OF FIGURES--------------------------------------------------------------------V
Chapter I Introduction----------------------------------------------------------------1
1.1 Research Background---------------------------------------------------------1
1.2 Research Objectives-----------------------------------------------------------2
1.3 Research Process---------------------------------------------------------------3
Chapter II Literature Review--------------------------------------------------------5
2.1 Definition of Customer Relationship Management (CRM)---------------5
2.2 Components of CRM-----------------------------------------------------------8
2.3 Connotation of CRM-----------------------------------------------------------9
Chapter III Establishment of Research------------------------------------------14
3.1 Research Method--------------------------------------------------------------14
3.2 Research Limitation-----------------------------------------------------------15
3.2 Interview Process--------------------------------------------------------------16
Chapter IV Design on Decision Support Model---------------------------------18
4.1 The Current Status of Life Insurance Industry-----------------------------18
4.2 Background of A Life Insurance Company--------------------------------20
4.3 Analysis and Summary of Case Study and Interview---------------------27
4.4 Result and Suggestions-------------------------------------------------------34
Chapter V Conclusion---------------------------------------------------------------40
Reference-------------------------------------------------------------------------------42
Appendix A-----------------------------------------------------------------------------44

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