顧客關係管理應用於保險直效行銷之研究The Utilization of Customer Relationship Management in Insurance Direct Marketing

對保險業而言，面對日新月異之直效行銷管道，欲產生良好的執行成效，其行銷策略需與顧客關係管理相輔相成，締結良好服務與顧客關係的建立取而代之成為保險業競爭優勢之一。本文主要目的為進行直效行銷活動時，藉由顧客關係管理機制，精準的分析及預測顧客行為，將有助於保險業各項直效行銷活動之回應率提昇及顧客關係維持，研究中發現，重視顧客關係管理之直效行銷活動，其行銷活動績效表現趨於有效率，且欲長久擁有良好獲利，最終需重視顧客長期價值建立。
關鍵字：顧客關係管理、直效行銷、回應率
Abstract
In the dynamic insurance industry, the use of direct marketing strategy has gained in importance. To make direct marketing one of the competitive advantages, however, is to have excellent customer service while building strong relationship with customers.
The purpose of this thesis is to be able to conduct accurate analysis and make better predictions about consumer behavior through the use of customer relationship management. From the study, it can be seem that direct marketing which emphasizes on customer relationship management is more efficient, and will be more beneficial in the long run. The ability to analyze and forecast consumer behavior helps direct marketing by increasing customer response rate and maintaining relationship with customers. Therefore, it is important to place great emphasize on establishing customers’ long-term value through the use of customer relationship management.
Keywords: Customer Relationship Management、Direct Marketing、Response Rate