随着国内保险市场经营主体的不断增加 ,市场竞争的激烈程度日渐加剧 ,保险市场处于由传统粗放型向集约精细化方向转变的过程之中。要提高商业保险的广度和深度 ,必须提高我们的经营服务水平 ;面对已经到来的日趋激烈的保险市场国际化竞争 ,必须从以保险人为中心的传统营销方式转变为以客户为中心的现代营销方式 ,贴近市场 ,把握市场。如何达到保险服务供给方和消费方的“双赢” ,这就对保险经营者的经营理念和客户服务意识提出了挑战。本文以需求动机理论为基础 ,从客户需求的角度结合保险经营过程中的客户投保和索赔两项行为加以分析 ,探讨如何建立客户对公司的忠诚度 With the increase of the main body of the domestic insurance market, the fierce competition in the market intensifies day by day, and the insurance market is in the process of transforming from the traditional extensive mode to the intensive intensive mode. To improve the breadth and depth of commercial insurance, we must improve our management service level. In the face of the increasingly fierce international competition in the insurance market, we must shift from insurer-centered traditional marketing to customer-centered modern marketing Way, close to the market, grasp the market. How to achieve the “win-win” between the insurance service provider and the consumer, which poses challenges to the insurance operator’s business philosophy and customer service awareness. Based on the theory of demand-motivation, this paper analyzes the customer’s insurance and claims from the perspective of customer’s needs and discusses how to establish the customer’s loyalty to the company