- 學位論文
台灣地區產物保險業交叉銷售模式策略分析-以國泰世紀產物保險股份有限公司為例
A study of the property insurance agent cross-selling tactic and method in TAIWAN --- Cathay Century Insurance CO., LTD.
摘要
本研究的主要目的在探討國泰世紀產物保險股份有限公司的交叉銷售對市佔率與獲利成長的影響，該公司創立於1993年7月其營運模式有別於市場上競爭對手，臺灣地區產物保險業在該公司進入前以處於完全競爭狀態，截至2007年該公司已經是臺灣地區產物保險業保費收入第二名公司，其營業收入與營業獲利成長快速前所未有，故探討該公司營運模式對市佔率與獲利成長的影響；研究方法採用質性研究，以國泰世紀產物保險股份有限公司參與交叉銷售的管理階層為主要訪談對象，並搭配訪談其他同業主管幹部及配合行銷通路主管加以辯證。 透過運用紮根理論的分析得到六個構面與十七個成功關鍵因素，六個構面分別為外部環境、業務來源市場區隔、策略聯盟、行銷策略、人力資源與交叉銷售，六個構面息息相關，都主宰交叉銷售成功與否，並不僅僅是交叉銷售一個構面，交叉銷售成功還需其他構面的支持，才能營造有利交叉銷售的環境才是成功關鍵，本研究將營造有利交叉銷售環境的重要構面找出。
並列摘要
The objective of this research devoted to make a study of affection of market share and up-profit by cross-selling from Cathay Century Insurance CO., LTD. was established in JULY, 1933. The company operating was distinct from others in the market till 2007 it was come up to second one insurance company in TAIWAN. Then, operating income and profit of the rate of growth was rapidly increased unprecedented; therefore, the research method for this objective used qualitative research. Cross-selling management levels in Cathay Century Insurance CO., LTD. and marketing managers and supervisors in other insurance companies were principal targets to be interviewed, in order to prove the analysis and result. Applying the analysis of grounded theory to get six constructs and seventeen succeeded key factors. The six constructs are external environment, business source marketing segmentation, strategic alliance, marketing strategy, human resource, and cross-selling. The six constructs are related together, and they all manage the success of cross-selling. Cross-selling is not only used but also need other constructs support. Thus, the only key of success is building an advantaged cross-selling environment. The study found the major of constructs to advantage selling environment.