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。
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.