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    Title: 兩岸網路保險商品及行銷之研究
    Other Titles: A study of internet insurance product and marketing between Taiwan and Mainland China
    Authors: 崔婷茹;Tsui, Ting-Ju
    Contributors: 淡江大學保險學系保險經營碩士班
    田峻吉;Tien, Jyun-Ji
    Keywords: 網路保險;保險電子商務;電子商務;網路行銷;Internet Insurance Product;Internet Marketing;e-commerce;Insurance E-commerce
    Date: 2014
    Issue Date: 2015-05-04 09:47:15 (UTC+8)
    Abstract: 網際網路的出現,對於商業經營模式、生活型態產生衝擊。為符合市場需求、
    提高競爭力,企業經營也導入電子商務概念,保險業則衍生出了保險電子商務,對公司內部採行資訊化管理、對公司外部採網路行銷及發展網路保險。
    近年來,大陸網路保險市場發展迅速,台灣在網路保險發展上卻延宕且緩慢,而限制也多。探究保險市場發展,台灣相較於大陸來得成熟、穩定,但在網路保險領域卻有截然不同的狀況。
    本研究分別從兩岸保險網路行銷模式及網路保險商品兩方面,進行了解比較。網路行銷模式分為五類:官方網站、專業中介網站、第三方網站、通訊軟體、網路保險公司;網路保險商品則著重在大陸網路保險商品進行介紹。從中得出兩岸網路保險發展現況之問題,並提出以下建議:
    一、台灣方面
    (一)監理機關態度不宜過度保守,可適度開放強制險、旅平險等,保險期間短,不具儲蓄性質的保險商品,利用電子商務方式投保
    (二)親自簽名問題應予以克服
    (三)可加強在銷售端及購買端,保險電子商務概念之教育
    (四)保險電子商務與其他通路整合行銷
    二、大陸方面
    (一)監理機關應明確規範網路可販售險種,禁止投資型保險在網路販售,對於長年期或具儲蓄性質保險商品,應視保險公司財務健全狀況訂出銷售額上限
    (二)網路銷售之網站、相關人員應具有法定資格及良好的教育訓練
    (三)網路保險商品行銷標語、內容、商品成交數量資訊應予以把關
    (四)監理機關應確保保險公司財務體質健全,以防吸金狀況產生
    The emergence of internet has a significant impact on business model for the enterprise and lifestyle for human being. In order to satisfy market demand, improve competitiveness, the enterprises have gradually introduced the e-commerce concept into their business operations. In insurance industry, the insurers develop the e-commerce business including their information technology management, internet marketing and designing insurance products suitable for internet.
    In recent years, the internet insurance market in Mainland China has developed rapidly. Taiwan''s insurance environment is more mature and advanced than Mainland China. However, the development of insurance internet marketing is very slow and restricted. The main purpose of this study is investigating difference of the insurance internet marketing and internet insurance product between Taiwan and Mainland China. This study discusses this issues from two aspects, internet marketing models and internet insurance product. Firstly, we divide the internet marking model into five different channels: official website, professional intermediary and third-party websites, communication software, online insurance company. Then, we provide some practical internet insurance products in Mainland China. Finally, we find some potential problems and provide some suggestions for Taiwan and Mainland China.
    The suggestions for Taiwan regulators are shown as the follow: (1) The supervisory of the insurance internet marketing should not be restricted and conservative extremely. (2) The problem relating the signature should be solved. (3) To reinforce the education for supply and demand sides of insurance internet marketing. (4) To integrate the internet insurance channel and other insurance marketing channels.
    The suggestions for Mainland China regulators are shown as the follow: (1) The regulators should clarify which insurance products are allowed to sell on the internet. (2) The internet sale persons and internet brokers should have legal qualifications and good sale training. (3) The advertisement, slogans and the traded quantity information of insurance product should be monitored by the regulators. (4) In order to prevent the situation of suction gold, the regulators should ensure that insurers have a stable financial situation when selling insurance product on the internet.
    Appears in Collections:[保險學系暨研究所] 學位論文

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