摘要
論文名稱 : 營銷活動之實務分析 頁數:79 校系(所)組別 : 淡江大學管理科學學系企業經營碩士在職專班 畢業時間及提要別 : 111 學年度第 2 學期 碩士學位論文提要 研究生 : 陳 美 津 指導教授 : 李 旭 華 博士 此研究意旨作為關於保險業的營銷活動之實務分析探討。保險業 的投保率在台灣占有相當大的市場，平均每人投保大約 3~5 張，投保 產品內容相當廣泛，市占率高的主因是台灣人相當愛買保險 ，喜歡 存錢是天性，除了作為個人儲蓄投資理財外也可藉此提高保障，在醫 療保障上更是首當其衝；保險業真是面面觀，因此值得本研究深入探 討究竟保險業是透過什麼樣的經營及銷售模式才能讓保險業歷久彌新 日新月異屢創佳績真是令人嘆為觀止。 因此透過深度訪談五位高階資深主管在三商美邦人壽保險壽險經 營理念及運用各種策略而有今日成功銷售模式並用扎根探討將其檔案 整理後並運用 SWOT 理論優勢 Strength, 劣勢 Weakness, 機會 I Opportunity, 威脅 Threat 列出之後，再一一列出成功因素 Factors of Success， 再來進行 STP 分析區別客戶 Segment 市場細 分, 選定目標客戶 Target 市場區隔, 訂位相關的產品和服務特性 Position 市場定位。藉由上述之實務分析如何將壽險業再研究專研出 一套完整理論，寫成論文可供關於壽險營銷實質參考的方向。
並列摘要
Title of Thesis： Practical Analysis of Total pages:79 Marketing Activities Key word: marketing activities, business strategy, successful sales, SWOT theory, Success factors, STP analyze. Name of Institute : Executive Master's Program of Business Administration (EMBA) in Management Sciences,Tamkang University Graduate date: June,2023 Degree conferred: Master's Name of student: Chen Mei Chin Advisor: Dr.Hsu-Hua Lee 陳美津 李旭華 博士 Abstract: This study is intended as a practical analysis of marketing activities in the insurance industry. The coverage rate of the insurance industry occupies a large market in Taiwan. On average, each person purchases about 3 to 5 insurance products. The insurance products cover a wide range of products. The main reason for the high market share is that Taiwanese people love to buy insurance, and it is natural to like to save money. In addition to investing in personal savings and financial management, it can also be used to improve security, especially in medical security; the insurance industry is really different, so it is worthwhile to explore in depth what kind of operation and sales model the insurance industry uses to make the insurance industry last forever. It's amazing to see new and better results every day. Therefore, through in-depth interviews with five senior senior executives in Sanshang Meibang Life Insurance’s life insurance business philosophy and using various strategies to achieve today’s successful sales model and use grounded discussions to organize their files and use SWOT theory Strength Strength, Weakness Weakness, Opportunity Opportunity, Threat After Threat is listed, Factors of Success will be listed one by one, and then STP analysis will be performed to distinguish customer segment market segmentation, select target customer Target market segment, and book related products and services for special Position market positioning. Based on the above practical analysis, how to research the life insurance industry to develop a complete set of theories, and write a thesis as a reference direction for life insurance marketing. Keywords : marketing activities, business strategy, successful sales, SWOT theory,Success factors, STP analyze