| 摘要: | 隨著經濟環境變遷與金融政策開放，消費者意識抬頭、市場開放、自由競爭的時代已經來臨，傳統的銷售手法已經無法充分運用在投資型保險商品上，過去的銷售時代已逐漸進入行銷時代，過去只注重銷售的「產品導向」策略已經不能打動消費者，因此，壽險業者有必要以「顧客導向」的行銷方式來提升服務品質及經營績效。 面對投資型保險觀念日趨成熟的消費者，保險公司必須提供更專業化的售前諮詢與售後服務，並且提供暢通無阻的溝通管道來回應消費者的需求，如此才能贏得消費者的信任，由此更加證明，消費者購買的需求因素明顯影響著壽險公司的經營。 由於本研究有別於一般保險公司在企業競爭力的文獻，內容並非在探討保險公司的財務指標，而是以消費者需求特徵建構壽險公司在行銷投資型保險商品的競爭優勢，進而清楚規劃出壽險公司經營投資型保險市場的主要方向，壽險業是長期經營的事業，與客戶的關係更是有可能維繫長達一輩子之久，因此本研究以消費者重視產品需求特徵滿意度的觀點作為研究方向，更有助於壽險公司了解其資源配置方式。 同時，本研究依消費者對各項需求特徵的重要性及滿意度，分析個案公司『具競爭優勢』及『具競爭劣勢』之項目，以做為其資源配置之參考。畢竟，個案公司若要保持競爭優勢，則須透過增加消費者直接與間接的感受利益，與降低經營成本等手段，來擴大其經濟價值。最後，本研究期待透過消費者觀點，提供壽險經營業者不同的思考面向，除著重初年度保費收入的市場佔有率，更能將重點置於顧客經營與售後服務上，透過顧客感受利益的提升，進而創造企業競爭優勢。With the changing economic circumstances and financial policies and opening up, the rise of consumer awareness, open markets, free competition has come of age, the traditional sales practices have been unable to make full use of investment-oriented insurance products, the sales era has gradually entered the marketing era focus only on sales of the product-oriented "strategy in the past can no longer impress consumers, therefore, the life insurance industry are necessary to" customer oriented "marketing methods to improve service quality and business performance. Maturing face of the concept of investment-oriented insurance consumers, insurance companies must provide more specialized pre-sales advice and after-sales service, and to provide barrier-free communication channel in response to consumer demand, in order to win the trust of consumers, It is more proof that the consumer purchase demand factors significantly affect the business of life insurance companies. Since this study is different from the literature of general insurance companies in the competitiveness of enterprises, content not investigate the insurance company's financial indicators, but the characteristics of consumer demand construct the competitive advantage of the investment-oriented life insurance companies in the marketing of insurance products, and thus clearly mapped out the main direction of the life insurance company engaged in investment-oriented insurance market, the life insurance industry is the cause of the long-term business relationships with customers, it is possible to maintain life-long years, In this study, consumers attach importance to the satisfaction point of view of product demand characteristics as a research direction, and help life insurance companies to understand their mode of resource allocation. The same time, the study according to the importance of the consumer on the demand characteristics and satisfaction, the analysis of the case company "competitive advantage" and "competitive disadvantage" of projects to do the reference of its allocation of resources. After all, the case company to maintain its competitive advantage, shall be through a means to increase consumer direct and indirect feelings of interest, and lower operational costs, to expand its economic value. Finally, this study expect the consumer point of view, the life insurance business of industry-oriented thinking, the annual premium income in addition to the emphasis on early market share, the better will be focused on customer management and after-sales service, through the interests of the customer perception enhancement, thus creating a competitive advantage. |
