電視行銷保險之競爭優勢與關鍵成功因素之研究

TV Marketing Insurance Competitive Advantage and Key Success Factors

溫智安(Chih-An Wen)

指導教授 ： 郝充仁

淡江大學/商學院/保險學系保險經營碩士在職專班/碩士(2010年)

https://doi.org/10.6846/TKU.2010.00995

摘要

近年來隨著國人保險知識的普及、媒體資訊多元化的發展，保險市場競爭愈來愈激烈，從壽險行銷通路呈現多元化的發展，且隨著消費型態改變，客戶購物自主權提昇，電視購物成為一般民眾普遍的購物消費方式，而電視保險逐成為另一新興行銷通路。
　　本研究邀請專家、業者作深度訪談，本論文研究採取探索性研究方法，藉由相關文獻探討與彙整並對八位受訪者（經營業界四位專業經理人、學術界三位、主管機關一位）的深度訪談內容，進行綜合分析、歸納以得到研究結果，提出具體建議供業界參考。期望對於壽險業之經理人在電視行銷保險實務操作上能有所幫助，同時也提供壽險業界在通路管理上有所參考。
　　根據本研究之分析探討，提供二項結論作為發展電視保險之參考：
一、企業的競爭優勢來自於關鍵成功因素、資源與能力相結合所促　　成。電視行銷保險的關鍵成功因素為（獨特）商品的研發能力、行銷能力、電視製作能力、資訊能力所共同構成。
二、在不婚族、老年化、少子化、宅經濟趨勢，加上有線電視普及率增加、國人自主購物意識提高下，壽險業發展電視保險通路，前景是看好的。

關鍵字

電視購物 ； 電視行銷 ； 電視保險 ； 競爭優勢 ； 關鍵成功因素 ； 壽險業

並列摘要

In recent years the popularity of insurance knowledge with the people, media development and diversification of information, the insurance market, increasing competition, has diversified from a life insurance marketing channel development, and as consumption patterns change, enhance customer shopping autonomy, TV Shopping became popular shopping general public consumption, and television insured by a new marketing channel to another.

In this study, invited experts, the industry as depth interviews, this study is an exploratory research methods, and by related literature and compiled eight respondents (four professional managers operating industry, academia 3, the competent authority of a bit) depth interview, a comprehensive analysis, summarized in order to get results, make specific recommendations for industry reference. Hope for the life insurance industry marketing manager of the insurance practice in television operation can be of assistance, but also provide life insurance industry in the channel management reference.

According to the analysis of this study provide two conclusions as a reference for the development of television Insurance:

1. Competitive advantage comes from the critical success factors, combined
with the resources and capabilities to promote Into. TV marketing insurance,
critical success factors for the (unique) product R & D capabilities, Marketing
capability, television production capabilities, a common form of information
capacity.

2. Does this aging, low birth rate, home economic trends, combined with cable
TV penetration. Increase in people shopping self awareness, the Life
Insurance industry TV channel, the former King is promising.

並列關鍵字

TV shopping ； TV marketing ； TV insurance ； competitive advantage ； key success factors ； life insurance

參考文獻

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