壽險行銷中的社會鑲嵌

The Embededness of Life Insurance Marketing

汪睿祥(Rui-Xiang Wang)

《關係管理研究》 2期 (2005/12) Pp. 77-102

https://doi.org/10.6781/RRM.200512.0077

摘要

本文分析業務員如何利用「關係」（guanxi）賣保險。依社會鑲嵌理論，業務員面對客戶時必須同時處理「業務交易」與「社會關係」兩種關係。依華人「關係主義」的行為特徵，業務員的關係行為依業務員賦予關係情境的意義而定。以是，本文引符號互動論的主張，分析業務員對顧客關係的詮釋、評估與應對。本文用深入訪問法，訪問南山人壽和安泰人壽的資深業務員，針對「需求」、「關係發展」、「親朋好友」、「服務」、「人情與人情保」等行銷議題，分析業務員在「業務」與「關係」兩端如何取捨。本文注意到訪員與被訪員的權力關係會干擾受訪者的陳述。據分析結果，本文主張：一，壽險行銷策略應分成公司層次與業務員層次兩個層次，與顧客的關係也有「公司－客戶」與「業務員－客戶」兩層。公司的行銷策略以業務員與客戶的關係為基礎。二，業務員與客戶的關係，不是單一性質的連續光譜，而是包括好幾種性質歧異的關係範疇。業務員與客戶關係的改善，意指雙方關係性質的改變。三，業務員處理顧客關係沒有定法，總之要同時考慮關係利益與關係倫理，務令兩者相輔相成。本文也提出進一步研究的問題與理論發展的難題。

關鍵字

關係 ； 關係行銷 ； 社會鑲嵌 ； 華人關係主義

並列摘要

This article study the life insurance salesmen's guanxi conduct According to the social embedded theory, we postulated that salesmen must conduct the business relations and the social relations at the same time in the marketing operation. The characters of Chinese's gunaxi behaviour, action determined by the meaning the actor ascribed to the situation, can be analyzed by the symbolic interactionism. This article analyzed the definition, interpretation, evaluation and the decision that the salesmen ascribed to the relations of the marketing situation. We used depth interview to collect data. Focusing on 'demand', 'relation development', 'kinships and friends', 'service' and 'renqing bao (人情保)' etc, we asked senior salesmen how to trade off between business and relations. We noticed the entrance path of interview and the power relations of the interviewer and the interviewee disturbed the statement of the interviewee. This article argues: 1) Life insurance marketing strategy should be divided and analyzed by company's strategy and salesmen's strategy, and customer relations should be analyzed by 'company-customer' relations and 'salesman-client' relations. Company's strategy must be based on 'salesmen-client' relations. 2) 'salesman-client' relations is not a single dimension spectrum continuum. It is a complex of heterogeneous quality dimensions. The improvement of 'salesman-client' relations means switching between the different kinds quality dimensions. 3) There is no rule for salesmen to conduct the 'salesmen-client' relations. In any case, salesmen must facilitate the interest of relations and the ethics of relations to promote each other, other than cripple each other.

並列關鍵字

reations ； relationships marketing ； social embeddedness ； Chinese relationism