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    題名: 以電視廣告為媒介銷售保險商品之行銷模式研究
    其他題名: Research on marketing model for selling insurance product through the media of TV commercial
    作者: 趙君淮;Chao, Chun-huai
    貢獻者: 淡江大學保險學系保險經營碩士在職專班
    陳瑞;Chen, Ray
    關鍵詞: 保險;保險行銷;電視廣告;電視購物;資訊式廣告;Television advertisement;Television shopping;Informercial
    日期: 2009
    上傳時間: 2010-01-11 01:57:37 (UTC+8)
    摘要:   近年來韓國興起以電視銷售保險的風潮,而國情相近的台灣,也出現透過電視廣告將保險資訊直接傳達給消費者,再透過電話行銷成交的新型態商業模式。本研究主要就電視廣告銷售保險的行銷模式進行探討,希望就電視廣告銷售保險之成功要件、銷售成本和業績的關係以及未來可能之發展做一研究,也是本研究之目的。
      本研究方法主要以個案分析與深入訪談為主,透過文獻的探討以及專家和經理人的訪談,再經由個案研究的整合分析,將個案公司的實際經驗與相關理論作相互的比較,來確認各項目對於電視廣告銷售保險的影響。另外也將研究範圍擴大至韓國及中國大陸,故個案公司的案例研究包括韓國、中國及台灣三個地區,藉由實際案例的分析與歸納得到以下的結論:
    第一、電視廣告銷售保險台灣現階段以電視購物方式為適當:電視廣告銷售保險的模式;分別為電視購物、短篇的廣告及置入性銷售,就行銷成本、效益分別進行評估,得出台灣現階段以銷售模式仍以電視購物為適當。
    第二、電視廣告銷售的保險商品複雜度與保險密度成正比:以電視廣告銷售保險商品,除傳統的直效行銷的簡單保險外,複雜的投資型商品、終身醫療或癌症保險等商品也是電視銷售保險的主力。
    第三、未來資訊式廣告將是可被期待的明日之星:資訊式廣告相較於短篇式廣告具有深入的訊息傳遞特色,收視族群的覆蓋性又大於電視購物,因此可以說是取短篇廣告與電視購物的優點,而費用支出也介於兩者之間,預估將是未來的明日之星
    In recent years, the trend of selling insurance product on TV has been developed in Korea. At the same time, the new business model that delivering insurance information directly to consumers by means of TV commercial and then dealing with the consumer through telemarketing has been generated in Taiwan which has the similar custom and culture.
    The main purpose of this study lies in researching the marketing model for selling insurance product through TV commercial and the relationship of its successful factors, cost of sales, performance and future possible development.

    The research method is mainly based on the case study and interview. On the one hand, the practices of companies in cases and relevant theories are compared by the bibliography, the interview of professionals and managers and integrated analysis of every case. On the other hand, the range of this research also expands to Korea and.
    Therefore, the results of this study are generated according to these cases include Korea, Mainland China and Taiwan:

    Firstly, selling insurance product on TV Home Shopping by TV commercial in Taiwan is available in the current stage.
    Its model includes TV Home Shopping, short TV and Placement Marketing, and the cost of marketing and efficiency can be evaluated separately .

    Secondly, there is the direct proportion relationship between the complexity of selling insurance product by TV commercial and insurance density.
    Complicated VUL, whole-life health insurance or cancer insurance are also the main products on TV except the simple insurance products through traditional direct marketing.

    Thirdly, the infomercial can be expected in the future.
    Compared with the short commercial, infomercial has the characteristic of delivering the deep information to the audiences and its coverage is bigger than TV Home Shopping. Therefore, infomercial draws out the advantages of short commercial and TV Home Shopping as well as the expenditure is also between them.
    顯示於類別:[保險學系暨研究所] 學位論文

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