基于客户特征的寿险营销影响因素分析

Empirical Study of Life Insurance Marketing Based on Customer Analyses

随着生活质量的提高,人们的理财方式也趋于多元化,而寿险市场上寿险公司互相克隆对方畅销险种,忽略客户的差异化需求已成为普遍现象。本文从客户分析的视角研究了影响寿险营销的关键因素。在客户分析之前,首先依据客户分析模型中的三维指标,设计了寿险客户调查问卷,并对搜集的数据进行建模前的预处理。通过问卷设计与数据调查,以客户细分和客户特征提取为切入点,应用客户分析模型及算法选择目标客户群,为寿险企业进一步有效开展寿险业务的营销提供有力的决策支持。

With the improvement of living quality, diversified. It has become a common phenomenon to clone people＇s financial style has tended to be each other＇s popular life insurance products and ignone the diverse demands customers. From the perspective of customer analysis, this paper studies the key factors that affect the life insurance marketing. Before customer analysis, a life insurance customer questionnaire is designed based on the three dimensional index in customer analysis and the collected data is pre-treated. Through the questionnaire design and data investigation, using customer segmentation and feature extraction as the breakthrough point, the customer analysis model and algorithm are used to select target customer. It will provide strong decision support for the life insurance enterprise developing business marketing.