保險經紀人公司全通路行銷策略之研究

保險經紀人公司在主管機關開放網路投保業務後，由單一通路轉向多通路經營模式。如何將通路虛實整合，成為保險經紀人公司在通路行銷策略上的重要課題。全通路策略是以顧客為中心的角度思考，使顧客在各個通路之間能有一致性的體驗，在顧客對通路產生信任後進行消費，使通路發揮最大效益。本研究透過多重個案研究法，選定三家大型保險經紀人公司，除分析各公司在通路經營發展上的優、劣勢及機會與威脅外，並透過個案公司之目標客群與通路定位，探討個案保險經紀人公司的產品、促銷、顧客服務及通路等行銷策略後，以理論結合實務的方式，找出適合保險經紀人公司的全通路行銷策略模式。最終擬定三項策略方案：成本領導策略、差異化策略及集中化策略模式，並分別將三項策略於保險經紀人公司在全通路行銷策略的執行方式做詳細說明。透過本研究所提供之全通路行銷策略方案，除可提升通路價值外，亦可建構企業護城河。

關鍵字

全通路；虛實整合；精準行銷；企業護城河

並列摘要

After the insurance broker agency starts the online insurance business, the business mode has shifted from single-channel to an Omni-channel. The topic of how to integrate virtual and physical channels has become a paramount lesson for insurance broker agency in terms of channel marketing strategies. The Omni-channel strategy is based on a customer-centric perspective and it enables customers to have a consistent experience among the various channels. After the customer loyalty has been built up, the channels can maximize the benefits. Through multiple case study methods, this study selects 3 large insurance broker agencies. Besides the analysis of each companies’ strengthen, weakness, opportunities & threats (SWOT) in channel management and development, this study explores their products, promotions, customer services and channel marketing strategies through target audience and channel positioning. In the end, it delivers 3 strategies: overall cost leadership, differentiation, and focus. Also, these 3 strategies are explained in the execution of Omni-channel marketing strategies by the insurance broker agencies. On top of increasing the channel value, the company moat can be also built up through the Omni-channel marketing strategies provided by this study.