多元通路行銷保險介紹與分析;nono

NCU Institutional Repository > 管理學院 > 財務金融學系碩士在職專班 > 博碩士論文 > Item 987654321/69457

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题名:	多元通路行銷保險介紹與分析;nono
作者:	姜宥馷;Eason
贡献者:	財務金融學系在職專班
关键词:	保險
日期:	2016-01-27
上传时间:	2016-03-17 20:40:35 (UTC+8)
出版者:	國立中央大學
摘要:	中文摘要民國八十年代前後政府開放新壽險公司設立，及隨之而來的金融環境劇烈變動，為我國壽險業投入不可預期的影響變數。民國90年7月「金融控股公司法」三讀通過後，使得保險、證券、銀行、投信、投顧之分際漸趨模糊，壽險公司面臨跨業競爭，原本以業務員為主要通路的壽險銷售模式已無法滿足巿場的競爭需求，各壽險公司紛紛發展多元通路，希望藉由通路開發以拓展巿場，提升競爭力。由於金融環境的大幅變動，為壽險市場投下不可預期的影響變數，壽險商品的行銷策略也因此產生重大改變。原本以人員為主的銷售方式，已經不能滿足壽險市場的競爭需求，各家壽險公司面對人員行銷高流動率、高成本的威脅，紛紛極力開拓其他行銷通路，以獲取亮眼的銷售成效。本研究結果發現：一、壽險業之行銷通路發展走向多元化策略：運用多元通路系統可以迅速進入不同的區隔市場，減少新客戶取得成本。二、掌控行銷通路有利於提昇業務成果：有效的掌控行銷通路，對人壽保險公司有正面的影響，當通路系統產生衝突時，才能達成對人壽公司有利的調整。三、整合能力影響綜效：整合得當則發揮綜效，使業績效益倍速成長，整合失利可能使整體運作潰敗，不論是金控體系的整合或是合作關係的整合，都同樣重要。;英文摘要 In 1990s,the government allowed the new issurance company established, the market of financial had been changeable during that time. That made the insurance business became unstable and unpredictable. The boundary of insurances, securities, banks, and investment were difficult to distinguish after the law of Financial Holding Company assented on July 2001.The agency channel is the main distribution channel of the insurance business which can not satisfy for the competition of the market any more. So every insurance company is forced to open another channel (new type channel) in order to develop market. The huge variation of the financial environment has an unpredictable influence on the market of life insurance. Therefore, it brings a significant change to the strategy of marketing as well. The traditional way of marketing─personnel marketing─ already can not meet the competitive needs of life insurance. Every life insurance companies face the threat of high staff floating rate and high cost. They now give every effort to expand other marketing channels in droves to gain large profits. The outcome of this study shows: 1.The development of marketing channel for life insurance is toward diversification: By multiple channels, they can enter different markets rapidly as well as reduce the cost of developing new customers. 2.To control the marketing channels is beneficial for promoting business achievements: to control the marketing channels efficiently has a positive effect on life insurance companies. When there is a conflict to marketing channel systems, there is a favorable adjustment to the life insurance company. 3.The capability of integration influences the overall effect: if integrate appropriately, it will bring an overall effect. The sales will multiply. If it suffers a setback, the whole system might collapse. Whether the integration of banking and holding company system or the integration of partnership have the same significance.
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