全球金融危機下顧問式行銷之探討-以某外商壽險公司為例

The Performance of Consultative Selling under World Financial Crisis - A Case Study on a Foreign Life Insurance Company

梁慧嫺(Hui-Hsien Liang)

指導教授 ： 陳家祥

元智大學/管理學院/管理碩士在職專班/碩士(2011年)

摘要

銷售是一種對顧客需要慾望的導向，正是基於這種導向，我們進入了“顧問式行銷”時代。在這一特殊的時代中，打好“理念戰”、“心理戰”是完成銷售的必經戰役，這就要求我們對顧客心理要有完善的把握，在最大程度上滿足顧客的需求，並且引導顧客發現他們所沒有發現的需求。
在2008年9月，全球金融陸續發生了幾件重大的事件，包含雷曼兄弟倒閉、美林證券被併以及AIG保險向Fed求助等，美國華爾街世界金融中心版圖瞬間瓦解，其骨牌效應的結果就是全球金融危機不斷蔓延，從美洲到亞洲，從金融到民生，在這環環相扣的整體經濟市場連鎖反應下，讓許多國家深陷其中，其影響之劇烈，衝擊之深廣實在不容小覷。當然，台灣無法置身事外，尤其在我國壽險投保率逐漸提高的情況下，壽險業者如何找出更有利基的行銷方式，成為重要的課題。
顧問式行銷，壽險顧問透過精準的問話技巧，與客戶的深度溝通，一起發現客戶真正的需求，提供最佳的解決方案，壽險顧問和客戶是協同合作的的關係。顧問式行銷是金融危機後，愈來愈多壽險業者採用的行銷模式，引起相當積極的迴響。相對種種專注於提升銷售技巧的技能課程，顧問式行銷強調一種銷售理念的更新，從根本行銷理念的變革出發，顧問式行銷使銷售方式從以產品為出發點的說服購買型，逐步走向以説明客戶解決問題為出發點的諮詢服務型轉化，銷售的效果也從達成單筆交易，轉化為促成一系列的交易。
本研究之個案業者在全球金融危機時的表現，在國內壽險產業中獨樹一幟。透過與個案業者壽險顧問與業務主管訪談，分析得知顧問式行銷的優勢劣勢、機會威脅，也期望藉由這些分析，進而能協助各壽險業者做出最有效的行銷模式之經營策略。

關鍵字

壽險業 ； 全球金融危機 ； 顧問式行銷 ； SWOT分析

並列摘要

Sales have an orientation toward desires and needs of customers. This orientation leads into the concept of Consultative Selling. Consultative Selling requires that sales have better understandings of customers’ thoughts to maximally fulfill their needs and guide customers to uncover their unknown demands.
In September 2008, some sequential important events happened in the global financial world, including the collapse of Lehman Brothers, the acquisition of Merrill Lynch, and as well as the Fed’s rescue of AIG Insurance, etc. Wall Street, the world financial center, instantly melted down and the global financial crisis spread across the world, from America to Asia, and from finance to livelihood. By means of a chain reaction, many countries hit hard by the financial crisis. And Taiwan cannot stay out especially when Taiwan’s Life insurance rate is gradually increasing. Thus, how life insurance industry finds more niches has become an important issue.
By Consultative Selling, life insurance consultants could figure out customers’ real needs together with customers and provide them the best solution through precise questioning technique and in-depth communications. Insurance consultants and customers are in a collaborative relationship. Consultative Selling has drawn more attention in the financial crisis. More and more life insurance companies adopt Consultative Selling and get very positive responses. Compared to selling courses, that focuses on improving sales techniques, Consultant Selling emphasis on a novel selling concept and changing fundamental marketing concepts. Consultant selling gradually changes the selling method from a product-oriented persuasive selling to an advisory-oriented service that focuses on solving customers’ problem and also leads sales results from a completion of single transaction to a series of transactions.
In this research, we have a case study about the domestic insurance company whose performance is excellent and unique in the global financial crisis. Through the discussion to insurance consultants and executives of the company, we analyze the strengths, weaknesses, opportunities and threats of Consultative Selling. The result can help insurance industry to make more effective marketing model and business strategy.

並列關鍵字

Life Insurance Industry ； global financial crisis ； Consultative Selling ； SWOT

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