壽險業顧客關係管理之探討—以新光人壽網站經營為例

網路科技是近年來最具影響力的新科技應用之ㄧ，網路的興起改變了傳統媒體傳播市場，儘管歷經網路泡沫化影響，但近年來似乎已逐漸回升加溫，不可否認的是，它已改變消費者使用行為，網路的竄起，使得傳統企業不得不面臨眾多的改變-電子交易、網路拍賣、網路銀行等新手法的興起，使得非網路、非科技的傳統企業，近年來也大幅增加對網際網路的投資，在這樣的洪流中，壽險業在面對高度競爭壓力之下如何於虛擬的世界中經營顧客管理，將是這個年代中重要的課題。本研究的焦點乃在於：一、探討個案公司於虛擬通路所經營的顧客關係方法。二、分析個案公司內部員工對於個案公司網站規劃與行銷的實際需求。三、分析顧客對於個案公司網站規劃及內容的實際需求。四、提供個案公司未來網站經營方向與顧客行銷作法。研究方法以質化研究中「個案研究」為基礎，同時針對個案公司行銷人員及客戸進行焦點團體訪談，透過分析行銷人員、公司客戶與跨團體分析之後，可以發現到，不論從哪個面向分析，都出現「部落格」與「客製化」的名詞，不難發現到現今社群的影響力超乎企業目前所能想像的情況，更深刻地影響了傳統業行銷人員與客戶的觀念，未來壽險服務市場若導入進這兩大元素，勢必將引起另一波不同於以往的行銷革命，焦點訪談資料最後進行交叉分析，並由「網站規劃暨網路行銷經營」、「顧客關係暨通路行銷」、「集團資源整合」三個部份建議個案公司合適發展的網站經營策略及顧客行銷手法。

關鍵字

顧客關係管理；網路行銷；電子商務；數位內容

並列摘要

Internet technology has been one of the most influential new technology applications in recent years. The rise of Internet has changed the traditional media market. Although affected by the burst of internet bubble in earlier twenty first century, the Internet has undoubtedly been risen again and has drastically changed the consumer usage behavior. The rise of Internet forced companies to face a lot of changes, including the use of electronic trading, online action and online banking and so on. Many companies have increased their investment in Internet in recent years. Under these circumstances, the insurance companies, as most other companies, are now under the pressure of such a keen competition. How to do customer management in a virtual world would be an important issue at this time. The three focuses in this study are as follows. 1. To discuss the case company’s method to maintain customer relationship managed in its virtual channels. 2. To analyze the employees’ actual needs for the case company’s website planning and marketing. 3. To analyze the customers’ actual needs for the case company’s website planning and marketing. 4. To provide the case company a direction for website management and customer marketing. The research method of the present study is based on case study in qualitative method. Meanwhile, focus group interviews with the marketing staffs and the customers in the case company were also applied. Through the analysis of the marketing staffs, clients and through the cross-group analyses, it is found that the terms of “blog” and “customization” appeared all the time when doing the analysis. This shows that the influences of communities are more powerful than people in the industry expected, and these influences further changed the opinions of the marketing staffs in traditional industries and those of the clients. If the two elements are introduced into the insurance services market, a marketing revolution different from previous ones is sure to be brought about. Cross analysis of the results in the Focus Group Interview was finally conducted, and suggestions in three parts, including “website planning and marketing operations”, “customer relationship and trade marketing” as well as “integration of group resources” were proposed for the case company to develop more suitable strategies for website operations and customer marketing planning and management.

並列關鍵字

CRM；E-Marketing；E-Commerce；Digital Content

參考文獻

17. Daniel S. Janal（1995）, Online Marketing Handbook—How to Sell, Advertise, Publicize, and Promote Your Product and Services on Internet and Commercial Online Systems, New York : Van Nostrand Reinhold.

18. Kotler, P.＆Levy, S.J.（1969）,“Broadening the Concept of Marketing”, Journalof Marketing, 3310-15.

1. 王郁倫（民96年4月3日）。網家電子商務年營收衝80億3月挑戰7億元