台灣產物保險業行銷策略之研究－以F公司為例

The study of marketing strategies on property insurance industry in Taiwan－A case of the F company

吳仁煥(Jen-Huan Wu)

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(2005年)

摘要

產物保險業在政府管制與保護下，經歷了四十多年的發展，在面臨自由化與全球化的浪潮下，競爭日益激烈，其本身的行銷策略與應變能力，將能指引新行銷時代，產險業永續經營的重要因素。近幾年來，金控公司相繼成立參與競爭，產險業市場變化亦日新月異，善用各種有效創新的行銷策略與行銷組合，已成為產物保險業提昇競爭優勢之主軸，係本研究之動機。
本研究旨在研擬創新之產險業行銷策略，使產物保險業提供客戶多元化的整體服務，提高公司競爭優勢與其最大利益，促進產物保險業的長期經營優勢與發展。因此本研究將藉由相關文獻之分析、探討，對個案公司具相關經驗的業者，做深度訪談與個案分析、蒐集資料歸納整理，以發掘產險行銷策略的相關問題，並適時施予有效的創新方法或解決之道，以作為日後發展產物保險業執行行銷策略與決策之重要參考。
本研究結論如下：
1.產險業是著眼於整體之目標市場與全方位定位。 2.產品策略著重品牌認同與持續之差異化創新。3.彈性的訂價策略的主要考量因素是評估風險高低，以及加強高附加價值服務以避免價格競爭。4.行銷通路策略發展邁向多元化，以開創新商機。5.運用廣告媒體促銷策略，增加商品銷售量。6.交叉行銷策略是金控架構下產險行銷主流。

關鍵字

產物保險業 ； 行銷策略 ； 交叉行銷

並列摘要

The property insurance industry, in the face of speedy liberation and globalization, is now confronting bitter competitions after forty years of development under control and protection of the government. The marketing strategy and the ability to quickly adapt to the changing environment will not only lead the property insurance industry into a whole new era, but determine the sustainability of this industry.
In recent years, the market of this industry is changing quickly with the new-established financial holding companies in competition. Therefore, how to make the best use of diverse innovative marketing strategies has become the main issue on promoting the competitiveness of property insurance industry, which is also the major purpose of this thesis.
This thesis is aimed at helping the property insurance industry formulate innovative and effective strategies in an effort to providing the clients with a more considerable diversity of choice, enhancing the competitiveness of this industry, helping this industry generate the most profits, and ensuring the sustainability and permanent development of this industry. As a result, this thesis will, through the discussion and analysis of collected information, make a thorough analysis of the interviewed cases by deliberating the data gathered. Hopefully, this study will help find out problems relating to marketing strategies in this field and provide for effective solutions as a reference or guideline to the formulation, development, or execution of future marketing strategies in property insurance industry.
The major findings of this thesis are as follows:
1)The aim of property insurance industry is an all-purpose position market.
2)Strategies of product depends on brand awareness and constant differentiated innovation.
3)Risk estimate is a major consideration for flexible pricing Strategies, and avoid competition in price by strengthening value-added service.
4)Strategies of distribution channels are inclined to diversify with time, to create new business opportunity.
5)Increase sales volumes by utilizing diverse media.
6)The property insurance industry will surely run its course by adopting cross selling strategies under the structure of financial holding companies.

並列關鍵字

property insurance industry ； marketing strategies ； cross selling

參考文獻

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