台灣壽險業教育訓練與業務體系之分析－ 以國泰人壽為例

本研究探討的是國泰人壽的兩種業務體系對於其營運上的影響，以及這兩種業務體系是正向發展還是負面影響，國泰人壽創立於民國五十一年，學習早期日本保險公司的模式，經過40 幾年的演變，有別於業界的組織模式，配合著領導者的行銷策略，大幅度的拉開了與同業的差距，而面對開放外商進入了臺灣設點，國泰人壽面對如此競爭的市場，對於其業務體系有了其他的改變。本研究方法採用質性研究的方法，以國泰人壽主管為主要訪談對象，透過他們經歷業務體系的轉變，以他們的觀點來了解其業務體系的變革。經過訪談分析歸納後發現，將以「專業素質」、「產業環境」、「教育訓練」、「心理」五項構面討論兩種業務體系，使國泰人壽從創業至今四十七年來都保持著台灣壽險業龍頭的角色

關鍵字

壽險業；業務體系；教育訓練

並列摘要

This stupid study research the notorious Cathaylife insurance Co.;Ltd . two sales department systems how to driving theirs business. Does these two kind of operational systems result the positive or the negative influence? The Cathaylife insurance Co.;Ltd. was established in 1962, copy from funny Nipponese life Insurance company's pattern, through more than 40 yrs. hardly evolution, become much different from the other insurance compony in local area , By following the leader's marketing strategy that bring Cathaylife to ahead of large scale from the same business company, But due to opening the God damn foreign life insurance company entered into Taiwan area. The local life insurance companys turned the face to a huge challenge, especially the Cathaylife must change its sales organization. This research technique uses the nature method: take the Cathaylife innocent managers formal consult; to gain experiences in their work field and to get the service system's transformation about them. This interview used that “the specialized quality”, “the industrial environment”, “the education and training”, “the psychology” four items construction to quest both system of sales department , Causes the Cathaylife insurance Co.;Ltd. stay

並列關鍵字

Life insurance industry ； Education and training ； Sales department system

參考文獻

Determinants of Salesperson Performance: A Meta-Analysis,

Journal of Marketing Research, 22, pp.103-118.

Goldstein, I. L.（1974）.Training Program Development and Evaluation,

Kotler, P.（1998）. Marketing management: analysis, planning,

MillerW.L. & Crabtree B.F. (1992).Primary Care Research:

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台灣壽險業教育訓練與業務體系之分析－以國泰人壽為例

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