大数据驱动下车险续保数字化转型研究

Research on Digital Transformation of Auto Insurance Renewal under Big Data Driven

数字经济时代下,数字化转型是保险业发展的主要趋势之一。保险公司向"以客户为中心"的集约化管理模式转变,忠诚度高的客户成为企业竞相争夺的资源。财险公司面临车险市场改革,急需数字化手段巩固客户资源,续保率是客户忠诚度的直接衡量。研究围绕财险公司车险续保业务,遵循CRISP-DM数据挖掘流程,在大数据中研究续保与客户信息之间的关系,充分考虑客户、车辆、标的和产品等属性信息,实现对客户续保概率的预测和影响因素分析,可以准确、有效地运用于续保业务。基于数据挖掘实践结果,以挖掘客户价值为核心目标,从经营模式、客户管理和产品创新的角度出发,完成数据驱动下车险续保流程的再造,为财险公司数字化转型提供思路。

In the era of digital economy, digital transformation is one of the main trends in the development of the insurance industry. Insurance companies are changing to intensive management mode of "customer-centered". Customers with high loyalty become the resources that enterprises compete for. Facing the reform of auto insurance market, property insurance companies urgently need digital means to consolidate customer resources. Renewal rate is a direct measure of customer loyalty.This paper focuses on the auto insurance renewal business of property insurance company, follows the CRISP-DM data mining process, studies the relationship between renewal and customer information in big data, fully considers the attribute information of customer, vehicle, subject matter and product, and realizes the prediction of customer renewal probability and analysis of influencing factors, which can be accurately and effectively applied to renewal business. Based on the results of data mining practice, with the core goal of mining customer value, from the perspective of business model, customer management and product innovation, the paper complete the data-driven renewal process reengineering of automobile insurance, and provide ideas for the digital transformation of property insurance companies.