應用資料庫建立壽險客戶價值分析模式

文化大學機構典藏 CCUR > 商學院 > 企業管理學系暨國際企業管理研究所 > 博碩士論文 > Item 987654321/23620

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题名:	應用資料庫建立壽險客戶價值分析模式
作者:	吳欣蓉
贡献者:	國際企管管理研究所碩士在職專班
关键词:	人壽保險 Life Insurance 電話行銷 Telephone Marketing 交叉銷售 Cross Selling 顧客關係管理 Customer elationship Management 資料庫行銷 Database Marketing RFM
日期:	2012
上传时间:	2012-11-01 12:01:21 (UTC+8)
摘要:	論文提要內容：隨著金控各種交叉銷售及跨售活動興起，以及市場環境、科技的改變，使得企業的競爭，逐漸走向提升效率的策略導向，強調客戶導向、個人化的商品及服務，重視服務品質、產品創新，甚至於演變成強調使用有效率的銷售通路及工具來刺激購買的銷售導向，相較過去更強調目標市場、顧客需要及整合行銷。本研究將利用某金控公司透過電話行銷方式銷售人身壽險之顧客交易資料，透過分析找出較容易成交的客戶輪廓，藉此挖掘出有利於行銷活動的知識，目的在於協助業者正確地鎖定利於行銷推廣的顧客族群，進行有效率的行銷活動，同時能達到降低行銷成本並增加顧客終身價值(life time value)的目標。積極保有目前的顧客，並與其建立長久的顧客關係。 ABSTRACT With the rising of cross-selling activities of Financial Holdings and the changing of commercial market and technology, the trend of corporate competition has gradually moved to an effective strategy orientation, the emphasis on customer orientation, per-sonalized products and services, service quality and product innovation, and even high-lighted the sales orientation of using effective marketing channels and tools to stimulate purchasing power. Compared to the past, there is a great amount of emphasis on target market, customer demand and integrated marketing. This study uses the customer trading data of life insurance by telemarketing from a financial holding company, locates some customer profile that is willing to make deals, and then discover the beneficial knowledge of marketing campaign. The purpose is to assist insurers for properly detecting specific population in promotional marketing, pro-ceeding effective marketing campaign, and also achieving the goal of decreasing mar-keting cost and increasing customer life time value. Thus, this would help the corpora-tion to effectively retain existed customers and construct long-term relationship with clients
显示于类别:	[企業管理學系暨國際企業管理研究所] 博碩士論文

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