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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/102046

    Title: 探討人員推銷過程中產品展現方式 : 以談話資本建構之觀點
    Other Titles: The study of constructing salesperson's presentation as conversation capital : an example of insurance salespeople
    Authors: 簡廷安;Chien, Ting-An
    Contributors: 淡江大學國際商學碩士在職專班
    黃哲盛;Huang, Je-Sheng
    Keywords: 保險商品;人員推銷;顧客關係;談話資本;insurance products;Sales presentation;Customer Relationship;Conversational Capital
    Date: 2014
    Issue Date: 2015-05-04 09:46:00 (UTC+8)
    Abstract: 保險商品具有理財規劃、轉移風險等功能,已逐漸成為生活必需品之一,但保險商品卻具有幾項獨特性質如無形性、延後性、不確定性、非渴望性等,可能造成相關業務員在推銷商品時有所困難性。本研究則針對保險業務員在推銷過程中如何運用談話資本及相關技巧進而,進而提升己身、保險公司及客戶之整體價值等議題進行探討。而本研究主要採用之研究方法包含個案研究方法中的深入訪談法,以及同時搭配文獻資料分析法針對目標個案做一深入調查研討。有關本研究之幾項重要研究發現如下:
    Insurance products have some functions like of financial planning, risk transferring and become one of the necessities of life. But the insurance products also have several unique properties such as intangibility, delay, uncertainty, and non-desire, etc., might cause the salesman has difficulty in selling merchandise. The study aims at the insurance salesman how to sell with the concepts of conversational capital and related skills in the marketing process, and then to enhance the overall value of customers and the insurance companies. And the research method of this study includes in-depth case study interviews, and with literatures analysis. Several important findings of the study are as follows:
    1.The current insurance companies are different from the traditional ways of selling products, and they focus on the professional images of financial management and the customer relations management.
    2.The salesman of insurance could use the concepts of conversational to enhance their brand image and to get a long-term customer trust and loyalty.
    3.In the future, it should focus on the related retirement insurance or financial planning products and the long-term care insurance , and other considerations of integrated financial planning commodities.
    Appears in Collections:[國際企業學系暨研究所] 學位論文

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