壽險公司長期照護保險採事件行銷之研究 - 以A壽險公司為例

按國發會人口推估台灣將在2025年邁入超高齡社會，失智症這個隨者社會人口老化而好發的疾病，不僅威脅家庭安全，更危害社會穩定及國家的發展。2018年7月衛生福利部鑑於民眾對於長照危機仍普遍認知不足，制定及推動「失智症防治照護政策綱領暨行動方案2.0」，希望藉政策推動鼓勵全民參與，建立從預防、延緩、治療到照顧的失智防治觀念，強調社區及在地安老，讓台灣成為一個友善的失智社會。保險公司從業人員遍佈全省各地，因行業屬性對失智症防治照護政策，更適合做為政府及地方政策推動及溝通的橋梁。正因如此，個案壽險公司響應政府號召，動員公司及全省人力物力，推動「整合資源、樂齡共老」議題行銷活動，建立公司公益形象及提升公司品牌價值，並希望藉此機會增加業務接觸客戶機會，提高長照商品辨識及成交機會。本論文以此議題行銷推動為研究主題，並對個案公司的效益評估進行探討。研究結果顯示個案壽險公司在「整合資源、樂齡共老」議題行銷活動上可以提升公司形象及品牌價值、民眾對公司的好感度、長照商品的辨識度及長照商品銷售。而失智友善社會的建立仍有賴政府、企業和民眾通力合作，長期持續努力。

關鍵字

公共議題；事件行銷；長期照護保險；超高齡社會；失智症

並列摘要

According to the National Development Council’s population estimates, Taiwan will enter a super-aged society in 2025. Dementia, a disease that occurs with the aging of the population, not only threatens family safety, but also endangers social stability and national development. In 2018, the Ministry of Health and Welfare, in view of the general public's insufficient awareness of the long-term care crisis, formulated and promoted the "Dementia Prevention and Care Policy Program and Action Plan 2.0". The dementia prevention concept of care, emphasizing the community and the elderly in the region, makes Taiwan a friendly dementia society. Insurance companies have employees all over Taiwan. Due to the characteristics of the industry, it is more suitable for the government and local policies to promote and communicate with the dementia prevention and care policies. For this reason, the research company responded to the government's call and mobilized the company and the province. Manpower and material resources, promote the "integration of resources, the elderly and the elderly" topic marketing activities, establish the company's public image and enhance the company's brand value, and hope to take this opportunity to increase business contact with customers, improve long-term product identification and transaction opportunities, this paper is correct It is to study the marketing promotion of this topic and evaluate the company's benefit. The research results of this paper show that the research company’s marketing activities on the topic of ``integration of resources, aging and co-ageing'' have shown affirmation and recognition in the company's image and brand value, the public's goodwill towards the company, the recognition of long-term products, and the sales of long-term products. Positive response. However, the establishment of a dementia-friendly society depends on the concerted efforts of the government, enterprises and the people, and long-term continuous efforts.