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研究生:翁子涵
研究生(外文):Tzu-Han Weng
論文名稱:壽險業的顧客關係管理模式以 A 壽險業為例
論文名稱(外文):CRM pattern in Life Insurance CompanyEx. A life Insurance Company
指導教授:陳銘芷陳銘芷引用關係
口試委員:陳子立呂奇傑
口試日期:2012-04-26
學位類別:碩士
校院名稱:輔仁大學
系所名稱:國際創業與經營管理學程碩士在職專班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:英文
論文頁數:50
外文關鍵詞:Customer Relationship Management,Life Insurance Company
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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
Arab, F. (2010). A survey of success factors for crm.Proceeding of the World
Congress on Engineering and Computer Science , Vol(II), 1121-1125.
Broadvision Consulting,”Essence of one to one Relationship management”,
E-Business Executive Report, No. 15, July 2000, p.11-15
Dyche, J. (2004). The crm handbook: A business guide to customer relationship
management. (6 ed., p. 25). USA
Falque, E. “Using the Tools: Database Marketing, Data Warehousing and Data
Mining,” in Customer Relationship Management- A strategic Imperative in the
World of E-Business, Brown, S. A. (ed.), Jogn Wiley & Sons, Canada,2000.
Fubon annual report. (2012, March 07). Retrieved from
http://www.fubon.com/life/public_info/public_info_03.htm
Mullin, R. (2002). Direct marketing: A step-by-step guide to effective planning
and targeting. (p. 137). CT, U.S: Kokang Page.
Newell, F., & Goldin, S. “Why crm doesn't work: How to win by letting
customers manage the relationship”. (p. 118). USA, (2003).
Payne, A. & Frow, P. (2005). A strategic framework for customer relationship
management. Journal of marketing, 69(10), 167-176.
Shaw, R., & Reed, D. (2002). Measuring and valuing customer relationships..
London, England: Business Intelligence Ltd.
The Life Insurance Association of ROC, (n.d.). The current status of life
insurance industires. Retrieved from website:
http://www.lia-roc.org.tw/index03/index03.asp
R.Z Wang (Chair).Retrospect and prospect of cross-industry business model in
the financial industry. Paper presented at Financial Service Sectors Conference
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