摘要
我國保險業(yè)在自改革開放以來的25年多時間里得到了迅猛發(fā)展，保險經(jīng)營主體已發(fā)展到近百家，市場競爭日趨激烈。同時根據(jù)加入WTO的承諾，我國實現(xiàn)對外開放保險以及其它金融市場的時限已到，我國保險業(yè)又將面臨外資保險的挑戰(zhàn)。在當前嚴峻的形勢下，如何在市場中持續(xù)穩(wěn)健發(fā)展，為企業(yè)贏得更多效益和市場份額，是需要國內(nèi)保險業(yè)認真考慮的問題。保險企業(yè)屬于金融服務業(yè)，這注定保險企業(yè)對外競爭的策略必須以練好內(nèi)功為基礎，以完善自身服務管理體系，降低服務成本，提高服務品質(zhì)和客戶讓渡價值為根本。在經(jīng)過了多年經(jīng)營實踐以后，我國保險業(yè)的經(jīng)營管理者們越來越意識到維護客戶關系的重要性，開始探索新型的保險服務管理模式，并逐步將現(xiàn)在主流的以產(chǎn)品為中心的服務管理模式向以客戶為中心的服務管理模式轉(zhuǎn)化。
某某保險公司是一家經(jīng)營財產(chǎn)保險的公司，經(jīng)過近幾年的快速發(fā)展，其保費收入已居XX市市場第二位，經(jīng)營效益居市場首位。但在快速的發(fā)展下，某某保險公司明顯的暴露出服務能力滯后于業(yè)務發(fā)展速度、服務品質(zhì)降低、客戶價值挖潛不夠等問題。為鞏固發(fā)展成果，保持競爭優(yōu)勢，對某某保險公司來說，解決發(fā)展中出現(xiàn)的問題迫在眉睫。所以本文把某某保險公司快速發(fā)展下的保險服務管理模式創(chuàng)新作為選題。
本文從保險服務的特殊性和保險服務管理模式的發(fā)展趨勢入手，在對某某保險公司快速發(fā)展下暴露出的問題進行綜合分析的基礎上，提出了以提高服務效率、降低單位服務成本、改善客戶服務感受、提高企業(yè)經(jīng)營效益等為目標的服務管理模式創(chuàng)新方案。方案力求對存在的問題從服務系統(tǒng)上給以解決，優(yōu)化流程和服務組織結(jié)構(gòu)，引入新的服務品質(zhì)監(jiān)控理念，通過運用信息技術開拓網(wǎng)上服務渠道和進行服務管理，并加強服務場所的人性化設計、服務人員的服務行為規(guī)范，從而在整個服務系統(tǒng)上保證客戶的滿意度和服務效率、效果。
最后，本文對今后進一步研究的方向作了簡述。

關鍵詞：保險，服務，管理模式
ABSTRACT
After the reform and opening up, China's insurance industry has been developing rapidly in the past 25 years. The market competition is increasingly fierce as insurance business entities have grown to nearly 100. According to commitments on joining the WTO, the time has come for China's implementation of opening up insurance and other financial market. China's insurance industry will face the challenge of foreign insurance. In the current grim situation, the domestic insurance industry needs to seriously consider how to continue healthy development of enterprises, and to gain more efficiency and market share. To cope with the external competition, as a financial service firms, insurance companies need to improve their service management system, lower the cost of the services, and improve service quality and customer delivered value. After years in business practice, China's insurance industry managers are increasingly becoming aware of maintaining customer relations, starting to explore a new type of insurance service, and management models. They are now trying to gradually change the current product-centric service management model to client-centered service management model.
The main business of China Pacific Property Insurance Co., Ltd. Shenzhen branch is property insurance. After the past few years of rapid development, its premium income ranks second in the Shenzhen market, and ranks first in operating efficiency. However, under the rapid development, the CPIC Shenzhen obvious exposed service capacity lags far behind the pace of development in the business, lower service quality, and development of customer value is not sufficient, and so on. In order to consolidate the results of the action and to maintain its competitive edge, the CPIC Shenzhen needs to solve the problems which have emerged in the development. Therefore, this paper chooses the Insurance Services Management Model Innovation of CPIC Shenzhen Branch under Rapid Development as the theme.
From the particularity of insurance services and the trend of development of insurance services management model, this paper presents a service management model innovative programs based on comprehensive analysis of the issues which the CPIC Shenzhen has encountered in the development. The purpose of this program is to improve the efficiency of services, reducing unit costs and improve customer service experience, and enhance operational efficiency. To ensure customer satisfaction and service efficiency, effectiveness, the program proposes some solutions, for example optimizing processes and services organizational structure, introducing the new concept of quality control services, developing online service channels and managing services processes by using information technology, enhancing service establishments humanized design, and training services staff with service standardization.
Finally, this paper outlines the future direction of further study.

Key Words: Insurance, Services, Management model


目錄
第 1 章 引言 1
1.1 研究的背景 1
1.2 研究的意義 2
1.3 本文的寫作思路和內(nèi)容結(jié)構(gòu) 3
第 2 章 保險及服務營銷相關理論綜述 4
2.1 保險概述 4
2.1.1 保險定義 4
2.1.2 保險業(yè)務分類 4
2.1.3 保險商品特點 4
2.2 保險服務內(nèi)容 8
2.2.1 承（續(xù)、退）保服務 9
2.2.2 理賠服務 10
2.2.3 保險延伸和增值服務 11
2.3 保險服務管理 11
2..