金融控股公司產險整合行銷策略之研究-以國泰產險為例

The Integrated Marketing Strategy of Financial Holding Company-A Case Study of Cathay Century Insurance

陳建華(Jian-Hua Chen)

指導教授 ： 劉子琦

亞洲大學/管理學院/國際企業學系碩士在職專班/碩士(2011年)

摘要

在眾多產險公司競爭之下，金控公司下之國泰產險為何能在95 年到96 年如何從排名第五名跳躍至第二名，面對產險巿場激烈競爭，國泰產險公司如何在短短創建幾十年中，從各家老牌產險公司脫穎而出，其成功關鍵因素為何，以及整合行銷策略為何。本研究係以
金控公司之產險公司為主體，透過對公司中、高階及單位主管進行訪談，期能更清楚了解整合行銷真實的面貌。
由本次深入訪談可歸納出「整合行銷策略及優劣勢」、「組織設計」、「獎勵措施」及「教育訓練」四個構面，四個構面下，組織設計為國泰產險公司結構為由上而下，由內而外，層層考核把關。運作時各單位行政分工，各司其職。行銷策略為行銷主要策略為深耕國泰金控集團、著重內部行銷。將不同金融商品或服務整合以組合性的商品提供給客戶。提供金控所屬關係企業附加價值，滿足客戶一站購足需求。教育訓練為利用多管道教育訓練模式加強整合行銷認同，強化員工對整合行銷的認知及認同，激勵措施為以各項激勵措施推動整合行銷業務，以達成業務目標。
從四個構面可知，國泰產險之所以成功因素在於，擁有母集團中雙引擎、雙通路，以及集團超過4 萬名的員工，超過790 個的營業據點，員工規模龐大，且充分利用集團內的整合交叉行銷方式，使得國泰產險可以短短幾年異軍突起。

關鍵字

整合行銷 ； 金融控股公司 ； 產險

並列摘要

How could Cathay Century Insurance strive from ranked 5th to 2nd in
2007 in such a highly competitive business environment in Taiwan’s
non-life insurance market? What are the key factors of success for Cathay Century Insurance to stand out in the non-life insurance market with no more than 15 years? What are Cathay Century Insurance’s successful integrated marketing strategies?
This research focused on the Financial Holdings’ non-life insurance
subsidiary. In order to have more clearly overall pictures about the
integrated marketing strategies adopted by companies, this research
interviewed with superintendents from middle level, high level and unit managers.
There are four inductive aspects through the interviews: organization
structure design, the superiorities and inferiorities of integrated marketing strategies, job trainings and incentive measures.
For the organization structure design, Cathay Century Insurance
monitors and evaluates her various procedures from up to down, from
inner to outer. Every unit is responsible for his own authorities.
For the integrated marketing strategies, Cathay Century Insurance
mainly enhanced relationship with the clients of Cathay Financial
Holdings, providing various financial products or integrated services
through inner sales channels and enhancing the added values for the
Holdings’ subsidiaries. Therefore, clients can purchase all the financial products at one time, the so-called one-stop shopping.
For job training, Cathay Century Insurance made use of multi-channel’s training to strengthen the knowledge and skills of
integrated marketing strategies.
In order to reach her business target, Cathay Century Insurance
successfully promoted her integrated marketing business by many
incentive measures.
From the above four mentioned aspects, the success of Cathay Century
Insurance is attributed to the Cathay Financial Holding’s dual-engines, dual-channels, over 40 thousand employees and over 790 branches and offices of the Financial Group. With the sizable professional sales forces teams and successful integrated marketing strategies, that’s why Cathay Century Insurance can stand out in such a few years and exceeded the majority of aged non-life insurance companies in Taiwan.

並列關鍵字

Integrated Marketing ； Finance Holding Company ； Non-life Insurance

參考文獻

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