保險業服務行銷策略之研究─以C公司為例

The study of services marketing strategies on insurance industry －A case of the C company

簡之怡(Judy Chien)

指導教授 ： 胡同來

國立臺北科技大學/管理學院/工業工程與管理系所/碩士(2006年)

摘要

在這個快速變遷的時代，企業所面臨的最大問題是顧客的需求不斷地變化，競爭越來越激烈。現代的社會是一個服務化的社會，整個經濟服務化。「新經濟」就是服務經濟，而優質的服務才具有競爭優勢。因此，服務業的行銷與經營管理策略日益重要。尤其是保險業過去在政府的管制與保障之下，持續了四十多年的蓬勃發展；直到我國經濟面臨自由化與全球化的衝擊，保險業的競爭才日趨激烈。因此，保險行銷勢必成為保險公司必須探討的問題，如何使現有保險行銷體系，其運作能發揮應有的功效，實有賴於建立一套完整的行銷策略與管理制度，以提供有利競爭的決策；並依據顧客需求為導向拓展業務，俾使公司之經營更趨穩健。
本論文針對保險行銷的特性，瞭解現階段保險行銷所面臨之困境，提出有利的競爭優勢以及解決之道。強調企業應重視行銷環境之變遷，針對過去市場的缺失，調整今後之行銷觀念，務必著重以客為尊、顧客為導向的優質服務作為整體的行銷導向。
金控公司的成立，提昇了競爭的優勢，而交叉行銷策略更是金控公司架構下的行銷主流。要有效率且更有效果地服務顧客，提供優質顧客服務的能力，是企業必須面對的挑戰；企業必須針對顧客服務去進行策略性思考，建立以客為尊的企業服務文化。

關鍵字

競爭優勢 ； 交叉行銷 ； 保險業 ； 行銷策略 ； 服務業

並列摘要

In this fast changing era, the biggest problem which enterprise faces is the need for flexibility to respond to ever changing customer demands, also competition is intense. Modern society is increasingly a service society. The economic dynamic is service orientation. In this〝new economy〞better service augments ability to compete successfully. Thus the strategy for marketing, sales and management becomes crucial. The insurance industry thrived for 40 years under governmental protection and control. After globalization and free economy made a great impact on Taiwian, the competition in the insurance industry become more fierce.Therefor the subject on strategy of marketing is an important topic. How to be more efficient under the system we have now, will rely on a correct marketing strategies and management system, thus to provide compatible solutions for business expansion according to satisfaction of customer needs to optimize the company services and day to day operations.
This paper’s focus is on special characteristics of insurance marketing. The purpose is to underscore the difficult position we’re in now, and to aid our understanding. Then we can come up with solutions, emphasizing an enterprise must pay more attention on changing marketing environment to successfully modify it’s concept for sales and marketing. In this way, modifying the past stagnant sales strategy, the〝new〞concept must be oriented twards favorable service to customer,or simply〝user friendly〞customer service.
Establishment of financial holding companies became a competitive factor, therefore enhancing competition. This cross selling straegy is marketing main stream under such structure, increasing efficiency and effectiveness, thereby enhancing services to customers became an inevitable challenge for insurance sector firms. Company’s had to set up a new〝corporate culture〞focusing on customer centered services. So a new strategic thinking emerged.

並列關鍵字

Augments ability to compete successfully ； cross selling ； insurance industry ； marketing strategies ； service industry

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