保险营销的新模式:顾客生涯价值最大化营销

本文从关系市场营销的视角出发,阐述了顾客生涯价值的概念,在顾客维持时间、顾客份额和顾客范围三个方面将顾客生涯价值的概念与保险产品的销售相结合,提出了顾客生涯价值最大化营销的保险营销新模式,并指出了保险公司做好顾客生涯价值最大化营销的努力方向。

This paper illustrated the concept of customer lifetime value from the perspective of relationship marketing, and combined the concept with the sales of insurance products in the three aspects of customer maintenance, customer share and customer scope. Based on the illustration, this paper brought up a new insurance marketing model of customer lifetime value maximization and pointed out the future direction of the insurance company in maximizing customer＇s lifetime value.