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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/32301

    Title: 以電視廣告為媒介銷售保險商品之行銷模式研究
    Other Titles: Research on marketing model for selling insurance product through the media of TV commercial
    Authors: 趙君淮;Chao, Chun-huai
    Contributors: 淡江大學保險學系保險經營碩士在職專班
    陳瑞;Chen, Ray
    Keywords: 保險;保險行銷;電視廣告;電視購物;資訊式廣告;Television advertisement;Television shopping;Informercial
    Date: 2009
    Issue Date: 2010-01-11 01:57:37 (UTC+8)
    Abstract:   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。
    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.
    Appears in Collections:[保險學系暨研究所] 學位論文

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