台灣金融保險業行銷策略之研究－以本土及外商人壽保險公司為例

A Study of Marketing Strategy in Taiwan's Finance and Insurance Industry: Taking Local and Foreign Life Insurance Company for Example

蔡淑敏(Shu-Min Tsai) ； 蔡雪惠(Shueh-Huei Tsai)

《東亞論壇》 469期 (2010/09) Pp. 101-116

https://doi.org/10.29705/EAR.201009.0006

摘要

本研究係以問卷調查及次級資料的蒐集彙整，針對台灣金融保險業中立意選取一家本土及外商人壽保險公司進行行銷策略之深入探究。研究發現，受測者在本土人壽保險公司的投保率較外商人壽保險公司高；消費者在行銷通路上最喜愛以業務員面對面方式購買保險；在投保需求考量重要性的前三項依序為重大疾病、身故保障、健康照護；在金融保險行銷構面上最重視滿足理財或財務目標的達成；在保險公司選擇上以財務狀況及知名度為考量重點；在保險業務員具備條件上最重視能隨時提醒顧客權益；投保公司、年齡及教育程度之個人變項對金融保險商品選擇會產生差異；年齡對業務員需具備條件與服務態度會產生差異。

關鍵字

本土人壽 ； 外商人壽 ； 行銷策略

並列摘要

This study applied questionnaire survey and secondary data collection for Taiwan's finance and insurance industry. In order to have had in-depth research of marketing strategy, a foreign life insurance company was choser. The findings show that rate of insurance covering in the local life insurance company was higher than the foreign life insurance company. The most favorite way for consumers to buy insurance was face to face of the marketing channels. The most importance insurance needs for customers were major diseases, death benefit, and health care. The most importance reason of marketing in finance and insurance were manage the finances or the achievement of financial targets. The financial and reputation of insurance company were the main points for customers to choice insurance companies. The most importance reason in condition of insurance salesman was reminding the customer equity at all times. The results moreover showed that insurance company, age and education level of the individual variables have significant difference to choice on the financial and insurance products. The variable of age had significant difference to the dimensions of conditions of insurance salesman and service attitude.

並列關鍵字

Local Life ； Foreign Life ； marketing strategy

參考文獻

外商人壽保險公司（B 公司）全球資訊網，http://www.pcalife.com.tw/corpProd/index.jsp[2010.8.8]

本土人壽保險公司（A 公司）全球資訊網，http://www.skl.com.tw/ [2010.8.8]。

財團法人保險事業發展中心（2010），財務業務重要指標，[保險業資訊公開]：http://www.tii.org.tw/fcontent/information/information03.asp [2010.8.8]

Kotler, P.(1988).Marketing management: analysis planning, implementation and control.Englewood Cliffs, N.J:Prentice Hall.

McCathy, E. Jerome(1960).Basic marketing: A managerial approach.Homewood, III:Richard D.Irwin.