台灣產險業企業保險行銷策略之個案研究─以Ｆ保險公司為例

Analysis on the Marketing Strategy of Business Insurance of Taiwanese Non-Life Insurance Industry--A Case Study of F Company

蔡宗梁(Tsung-Liang Tsai)

指導教授 ： 李弘暉

元智大學/管理學院/管理研究所/碩士(2008年)

摘要

自民國83年全面開放保險市場以來，已使得產險市場的競爭更形激烈。產險公司須先瞭解其在產險業中的機會威脅為何，進而評估自己之優劣勢，以形成其競爭策略。
本研究透過外部總體環境分析、產業競爭環境分析(五力分析)、個案公司的分析，再針對個案公司進行SWOT分析，充分掌握外部環境的機會(Opportunities)與威脅(Threats)，以及本身內部環境的優勢(Strengths)與弱勢(Weaknesses)能力，更近ㄧ步利用Weihrich的策略矩陣，運用策略配對的方法，以矩陣（matrix）的方式，來擬訂個案公司可行性之行銷策略，研究結果顯示，組織創新、低成本化策略、差異化策略、集中化策略以及顧客關係管理，的確對個案公司企業保險行銷績效有顯著之影響。
此外，根據研究結果，個案公司雖然有其獨特之關鍵成功因素，本研究提出以下五點實務性之建議:
1.提供更多樣之保單及創新之服務以滿足顧客需求。
2.善用顧客關係管理系統、建構客戶仲介交易平台，創造三贏之利基。
3.加強有形及無形的服務品質以爭取客戶之信賴與認同。
4.創立理賠服務中心，提供24小時之服務。
5.藉由了解本身的整體服務品質、產品特色、企業形象及客戶品牌忠誠來建構並發展
品牌之核心價值。

關鍵字

行銷策略 ； 五力分析 ； SWOT ； 關鍵成功因素

並列摘要

Facing a highly competitive environment after the full deregulation of insurance policy in 1994, a non-life insurance company must measure the comparative performance of the entire insurance industry to understand its own strengths and weaknesses for formulating a competition strategy.
This study adopts the external macro-environment analysis, competitive industrial environment analysis (five-forces approach), internal analysis, competitor analysis and critical success factors analysis. In addition, the SWOT analysis is conducted for the case study to identify the opportunities and threats in the external environment it may face in the course of its business operation with the company’s weaknesses and its strengths. This article also introduces the matching process facilitated by the construction of a Weihrich’s SWOT matrix to prescribe the feasible marketing strategies to be taken in response.
The research results indicate that the key success factors: organizational innovation, differentiation strategy, overall cost strategy, focus strategy and customer relationship management do have significant influence on business insurance performance. In addition, the research results indicate five main implications as follows:
1. Non-life insurance companies should offer more diversified products and innovative services in order to fulfill the needs of their customers.
2. Non-life insurance companies should make the best use of their customer relationship management systems to develop convenient electronic transaction processing platforms in order to create a win-win situation for their customers and themselves.
3. Non-life insurance companies should improve the quality of their customer service staff in order to provide better services to their customers, and in turn earn the trust of the customers.
4. Non-life insurance companies should equip themselves with VIP claim services centers that provide 24-hour, timeless services to their most important customers in order to better fulfill the needs of these customers.
5. To establish and develop the core brand value of a non-life insurance company through understanding its overall service quality, product feature, corporate image and customer brand loyalty.

並列關鍵字

marketing strategy ； five-forces approach ； SWOT ； key success factors

參考文獻

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