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    題名: 東部地區壽險經營策略的探討 : 以A人壽公司為例
    其他題名: A probe to the marketing strategy of life insurance in east area : example : life insurance company A
    作者: 蔡育典;Cai, Yu-dian
    貢獻者: 淡江大學保險學系保險經營碩士在職專班
    郝充仁;Hao, Chung-jen
    關鍵詞: 學習型組織;需求導向;組織的策略;Studying learning organization;Demand-oriented service mode;Organization’s strategy
    日期: 2006
    上傳時間: 2010-01-11 01:54:25 (UTC+8)
    摘要: 論文摘要:
    本研究以台灣壽險業界市佔率第一的A人壽為主體, 在組織學習與消費者行為理論的基礎下, 針對其業務員及消費者以問卷模式,探討經營管理面的運作為何?藉此希望能深入探討學習型組織的運作下,經營管理者如何進行教育訓練?行銷人員在變革的時代裡所期待的管理者是何種類型? 消費者的購買決策是否還是依據自身的需求購買等相關議題。
    本研究有三大假定:
    ﹙一﹚業務員是透過需求導向來提供符合消費者需要的保險商品。
    ﹙二﹚組織的策略對業務員的行銷主軸是有影響的。
    ﹙三﹚組織的獎勵對業務員的行銷主軸是有影響的。
    更進一步探討A人壽業務員的人口統計變數對組織結構及經營管理上所造成的影響。

    本研究以統計軟體SPSS13.0對回收的285份問卷進行統計分析,統計方法採變異數分析、交叉分析與迴歸等,其中業務員問卷239份,消費者問卷46份,實證分析結果證實三大假定。然而在進一步探討下,本研究發現以下重要結論:雖然業務員秉持著需求導向的專業、服務精神行銷商品,但卻常因組織面的策略因素或個人因素,自我催眠,一味的向消費者行銷非其真正需要的商品。

    另外,本研究發現,在學習型組織的架構下,業務員已擺脫過去傳統人情、強迫的行銷模式,他們強調以專業知識及行銷經驗和流程來協助他們達到目標,也期望他們的主管同時具備市場實戰經驗與教育訓練的能力,亦即業務員期待的是文武雙全的管理者。再則,A人壽業務員的年齡結構呈現極端的現象,不久的未來,A人壽將面臨大批退休潮與人員遞補的問題。

    然而,就A壽險公司整體組織而言,學習型組織還存在著公司為追求效率成長所帶來的經營衝擊,就本研究的觀察,A壽險公司要達到由上到下的學習型組織的經營,就容易產生效率面與學習型組織變革不易平衡的現象。
    Thesis Excerpta:

    By taking A Life Insurance, No.1 player in Taiwan life insurance market as an example, with basis theory of organization study and consumer behavior, in the mode of questionnaire to staff and customer, it is supposed to discuss how to execute the management. And hereby it hopes to explore further by studying learning organization on how managers do the training? What kind of manager is expected by the salesman in the transforming era? Do customers make the consumption decision based on their self-demand? And so on questions.


    This study is based on three main hypotheses:

    First, the marketing staff provides the needful insurance products to the customers according to their demand.
    Second, the organization’s strategy is influencing to staff’s marketing principal axis.
    Third, the organization’s bonus policy is influencing to staff’s marketing principal axis.
    Further more, it discussed how the statistics of staff number changes in A Life Insurance influenced the organization structure and management.

    The research analyzed 285 questionnaires, including 239 from salesman, 46 from customers, by the tool of statistics software SPSS13.0 and measure of variance number analysis and cross regressive analysis, to verify three hypotheses. However, with further discussion, the research comes to an important conclusion: the salesman market products in a professional demand-oriented service mode, but because of organizational or individual factors, self-hypnogenesis, they intend to push the un-demanded products to customers.

    In addition, the research finds that in a learning organizational structure, the salesman have thrown the traditional way of forcing marketing by connections. The salesman insists on professional knowledge, marketing experience and process; they want their managers with practical marketing experiences and training ability. Also, A Life Insurance is facing salesman aging problems. A majority of salesman will retire soon and more freshmen are in great need.

    However, talking about the thorough structure, A Life Insurance’s interest from efficiency growth tends to impact the operation of learning organization. According to the research, if A Life Insurance wants to achieve thorough operation of learning organization, there tends to be inconformity between the efficiency and learning organization conversion.
    顯示於類別:[保險學系暨研究所] 學位論文

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