行銷人員如何從顧客關係管理中創造顧客終身價值之研究 --以國泰人壽美國百萬圓桌會員為例

• Main Author: 許金白
• Other Authors: 林文寶 博士
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/9gadx3

碩士 === 國立高雄師範大學 === 事業經營系 === 103 === Abstract Taiwan's insurance industry follows the government policies base on economic and the change of the social structure. The financial industry integrate the insurance industry and make changes into the market. So that the situation of the international development and competition become increasingly intense. It is very difficult to operate under the industrial environment, marketing and business strategy should break the restraints of tradition, innovation, and build character to enhance market competitiveness in order to create a high standard of opportunities. The study adopted a qualitative research method by interviewing a targeted marketing staff of Cathay Life Insurance Company in the United States won the Million Dollar Round Table members (MDRT). The interview was done in two times for a total of ten hours to write the draft and find relevant information to complete the study. This study aims to explore the customer relationship management, customer lifetime value connotation and their experience facets of the existing marketing practice staff found such as: 1. Interaction between customers helps customers to maintain good relationship. 2. Customer satisfaction helps to build and enhance customer loyalty. 3. Enhance customer loyalty helps to build customer lifetime value. 4. Maintaining customer helps customer lifetime value grow. 5. Creating customer lifetime value is an important resource for long-term profitability of the enterprise. Presented in accordance with the results of this study by the American Cathay Life MDRT members practical experience and exploration for practical applications and future research proposals, expectations can be used as reference for the subsequent academic research and provide insurance marketing, develop resources and strategies of business, and formulating marketing decisions, there is a clear reference direction. Keywords: customer relationship management, customer lifetime value, Million Dollar Round Table.