保險經紀人公司行銷品質管理策略之研究

THE RESEARCH OF MARKETING QUALITY MANAGEMENT STRATEGY FROM INSURANCE BROKERS COMPANY

李旭華(Hsu-Hua Lee) ； 李梓林(Tzu-Lin Lee)

《品質學報》 28卷5期 (2021/10) Pp. 361-377

https://doi.org/10.6220/joq.202110_28(5).0004

摘要

保險業是金融體系中重要的產業之一。保險經紀人公司在通路經營的過程中，行銷品質管理策略的規劃對保險經紀人公司整體的發展扮演了極為重要的角色。本研究以保險經紀人的定位及角度，探討保險經紀人通路在行銷品質管理策略的規劃及擬定、運用與執行，期能提供保險中介機構業者，作為擬定經營管理、行銷品質管理的參考依據。

關鍵字

保險經紀人 ； 行銷管理 ； 品質管理 ； 策略管理

並列摘要

The insurance industry is one of the important industries in the financial system. In the process of channel management, the insurance brokerage company's planning of marketing quality management strategy plays an extremely important role in the overall development of insurance brokerage companies. This study explores the planning, formulation, application and implementation of insurance brokerage channels in the marketing quality management strategy based on the positioning and perspective of insurance brokers. It can provide insurance intermediary operators as a reference for the formulation of management and marketing quality management.

並列關鍵字

insurance broker ； marketing management ； quality management ； strategy management

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