本文通过阐析选题背景和国内外研究现状，明确了永诚保险实施客户关系管理及对相关问题进行研究的重要意义。在综合相关理论的基础上，本文以永诚保险客户关系管理为研究对象，对永诚保险客户关系管理现状进行了分析，从中发现永诚保险客户关系管理存在着管理目标偏离、缺少有效的客户关系管理策略、信息化管理水平落后等方面的问题。通过深入分析这些问题产生的原因，综合评价永诚保险内外部经营环境和客户关系管理实施能力，进而提出了公司客户关系管理的目标：持续提高客户满意度，培养优质忠诚客户群，实现保费增加与成本降低的目的。根据永诚保险的实际情况，论文提出了相应的客户关系管理改进方案和措施，具体包括：检视以客户关系管理为核心的理念；改造现有业务流程和客户服务支持流程；建立符合客户关系管理的组织架构；改进客户关系管理系统，实现信息系统功能转型，建立优秀的客户管理队伍，解决客户关系管理中存在的问题；实施客户满意度管理，建立个性化的产品和差异化的客户服务体系。为了更好的实施客户关系管理，本文也指出了实施客户关系管理应当具备的条件和需要关注的问题。

Chinese insurance market become more open and border after joining WTO, and the competition become more intensive. How to survive and keep competition advance, which is key strategy issue coming to the local insurance company. As “young” player in this industry, alltrust insurance still have long way to go to improve ourselves on management sides. Create own core competition power is first priority in this journey. CRM is the engine of driving OCC. 　　　This thesis summarize the CRM related theory and researching result, explain what CRM is, introduce networking marketing theory which is tools to analysis customer satisfaction. At the end, I conclude the important of CRM for alltrust insurance. 　　　In second part, This thesis introduce current operation issues using CRM methodology, such as underdevelopment MIS system，CRM target deviation, un efficient service, low customer satisfaction etc. Following with investigation of issues, the primary element are dig out, such as marketing model is not consistent, thin product portfolio, high cost, unqualified precision management, etc.At the end, the improve action plan is made, including:1.Strategy of focusing on customer relationship;2.Create new organization structure and process which focus on customer;3.Product specific and divestment;4.Improve customer relation system;5.Build strong management team.