金融控股公司的壽險業務員從事整合行銷影響之研究

The Study of the Effect of the Integrated Marketing Conducted by the Life Insurance Sales Representatives of the Financial Holding Companies

劉孟書(Meng-Shu Liu)

指導教授 ： 郝充仁 ； 李雅婷

淡江大學/商學院/保險學系保險經營碩士在職專班/碩士(2008年)

https://doi.org/10.6846/TKU.2008.00940

摘要

我國政府為提升金融機構國際競爭力及健全國內金融體制，跟上全球金融自由化及國際化之潮流，積極推動金融機構合併，因此2000年實施「金融機構合併法」及2001年實施「金融控股公司法」，開啟國內金融機構整併的風潮，至今已成立15家金融控股公司。在金融「銀行」「保險」「證券」三合一的整合趨勢下，金融業者殷切期待的部份就是透過整合行銷達成金融控股公司經營綜效。隨著時代的進步，壽險業之銷售模式開始發生變化，由傳統業務員面對面銷售方式，轉變有銀行臨櫃銷售、電話行銷、直效行銷、媒體銷售等行銷通路。面對多元化行銷通路時代的來臨，壽險業務員如何重新自我定位，透過整合行銷，發揮既有優勢，創造新的契機，值得我們深入探索。
本研究以壽險為主體的金融控股公司為研究對象，目的在探討金融控股公司的壽險業務員從事整合行銷的影響。藉由相關制度與文獻為基礎架構，並以個案公司研究及主管深度訪談為研究方法，試圖從中歸納出結論，期能對未來金融控股公司的整合行銷經營有所助益。根據本研究結果，做出主要結論如下：
一、產物保險是業務員整合行銷的最佳工具，其次為放款與信用卡。
二、教育訓練與專業證照有助業務員做整合行銷的基礎，但態度和習慣才是成就業務員整合行銷成功的關鍵。
三、企業資訊管理平台及CRM顧客關係管理系統的建置，是使業務員做好客戶管理及達成整合行銷事半功倍不可或缺的功臣。
四、整合行銷對壽險業務單位的經營管理及組織發展有正面的助益。
五、壽險業務員經由整合行銷，達到拓展未來客源及深耕客戶經營，對壽險行銷有正面效益。
六、壽險業務員有從事整合行銷的絕對優勢。
七、金融控股公司整合行銷的致勝關鍵在於全方位的整合，整合行銷並非只是業務人員的工作，必須企業全體資源動起來，才是致勝之道。

關鍵字

金融控股公司 ； 整合行銷 ； 壽險業務員

並列摘要

In order to enhance international competitiveness of the financial institutions and to construct a comprehensive domestic financial system to follow the trend of global financial deregulation and internationalization, our government has been aggressively encouraging the merger of financial institutions. The Financial Institutions Merge Act and the Financial Holding Company Act were implemented in 2000 and 2001, respectively, which initiated the movement towards domestic financial institution merges. So far, 15 financial holding companies have been established through mergers. Under the trend of integration of financial “banking”, “insurance” and “securities”, the most desirable outcome looked forward to by the financial businesses is the overall performance which can be achieved by the financial holding companies through the integrated marketing activities. With the development of each generation, the sales model of life insurance industry has been evolving from the conventional face to face marketing, counter marketing at the bank, telemarketing, direct marketing, media marketing, and several other marketing channels. How should life insurance sales representatives, faced with the era of diversified marketing channels, reposition their role to develop their advantages and create new businesses through integrated marketing is an important topic that is worth further studying.
The study subject of this research is the financial holding companies focusing primarily on the life insurance business. The objective of this research is to determine the effect of the integrated marketing conducted by life insurance sales representatives of the financial holding companies. Using relevant regulations and literatures as the fundamental framework and by using company study cases and in-depth interviews with the managers as main methods, we attempted to derive a conclusion upon the information collected. It is our hope that the conclusion from this research will be of positive value to the integrated marketing business model of the financial holding companies in the future. Based on the result from the research, the conclusions are derived as below:

1.Property insurance is the best integrated marketing tool for sales representatives on top of the loan and credit card products.
2.Education trainings and professional licenses are the foundations of integrated marketing for salesrepresentatives. Attitudes and habits are, however, the key to success in integrated marketing.
3.The systems of the entrepreneur information management platform and the customer relationship management (CRM) are beneficial requirements in achieving efficient integrated marketing results.
4.The integrated marketing has a positive influence on the business management as well as organization development for the life insurance department.
5.The sales representatives can expand their source of future clients and deepen the client relationship through integrated marketing, which is a positive effect for life insurance marketing.
6.The sales representatives for life insurance products have absolute advantages in conducting integrated marketing activities.
7.The critical key for the financial holding companies to success in integrated marketing is overall diversified integration. Integrated marketing is not simply the daily job of the sales representatives, for it takes collaborative support from the entire entrepreneurial resources in order to succeed.

並列關鍵字

financial holding companies ； integrated marketing ； life insurance sales representatives

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