人壽保險業創新策略之研究－以中國人壽公司為例

The Study of Innovation Strategy for Life Insurance Business– In Case of Chinalife.com in Taiwan.

陳怡伶(Yi-ling Chen)

指導教授 ： 嚴國慶

朝陽科技大學/管理學院/企業管理系/碩士(2012年)

摘要

台灣近年來，由於經濟的快速發展、國民所得的提昇、生活水準提高及生活型態的改變，人們對於人壽保險所能帶來的保障越來越重視。而由於現代的報章雜誌充斥著大量不同保險訴求的資訊，壽險產品相關的廣告輪番在媒體上進行攻防，各種行銷手段層出不窮，這代表著壽險公司之品牌價值、形象及品質的優劣已成為台灣消費者購買壽險的首選。面對這一嚴峻挑戰，只有各種經營條件充分準備下的企業，才有可能在這種高度競爭壓力下保持不敗的優勢。台灣壽險業該如何在現今複雜創新的行銷環境中，找到屬於適合自己的行銷戰略，使自己的壽險業確立在消費者心中的主導地位，是經營人壽保險業者須認真探討的問題。為了因應多樣化顧客的需求，以及強調各別人壽產業的經營差異化，本研究將鎖定人壽產業做為研究對象，進一步深入探討。
隨著國人自我意識的提高，如何創造人壽產業差異化與獨特性來吸引顧客上門，即為本研究重點。因此，本研究將著重於人壽產業如何創造差異化，並應用於行銷策略中，再透過問卷調查進行分析與探討，使所得結果可提供業者創新行銷策略參考並提升競爭力。
關鍵字：人壽保險產業、創新策略、行銷策略

關鍵字

行銷策略 ； 人壽保險產業 ； 創新策略

並列摘要

Taiwan in recent years, due to the rapid economic development national income increase ,rising living standards and lifestyle changes life insurance protection life insurance protection can bring more and more attention and because modern newspapers and magazines filled with vast amounts of information of different insurance demands life insurance products related to advertising turns to attack and defense in the media various marketing means endless, which represents the brand value of life insurance companies the advantages and disadvantages of the image and quality to become the first choice for consumers to buy life insurance in Taiwan

Faced with this difficult challenge only a variety of operating conditions to fully prepare for the next enterprise be possible to remain unbeaten advantages in this highly competitive pressure. Taiwan''s life insurance industry how in today''s complex marketing environment of innovation, to find their own marketing strategy to make your own life insurance industry to establish a dominant position in the minds of consumers, is engaged in life insurance industry should be serious discussion due to diverse customer needs, and emphasis on individual life industry , business differentiation, this study will lock industry as a research object, and further explore.

With the people''s self-awareness, how to create differentiation and uniqueeness of the Life Insurance Industry to attract customers is the focus therefore, this study will focus on the Life Insurance industry how to create differentiation, and applied to the marketing strategy analysis and discussion through the questionnaire, the results of industry reference of innovative marketing strategies and enhance their competitiveness.

Keywords: Life insurance industry, Innovation, Strategy, Marketing strategy

並列關鍵字

Marketing strategy ； Life insurance industry ； Strategy Innovation

參考文獻

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