English  |  正體中文  |  简体中文  |  Items with full text/Total items : 52047/87178 (60%)
Visitors : 8684435      Online Users : 53
RC Version 7.0 © Powered By DSPACE, MIT. Enhanced by NTU Library & TKU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/32440

    Title: 壽險業多元行銷通路經營策略與模式探討~以電話行銷為例
    Other Titles: A study on business strategy and model of telemarketing for multiple channel in life insurance
    Authors: 高瑞霙;Kao, Jui-ying
    Contributors: 淡江大學保險學系保險經營碩士在職專班
    郝充仁;Hao, Chung-jen;李雅婷;Lee, Ya-ting
    Keywords: 電話行銷;多元行銷;經營策略;telemarketing;multiple channel;Business Strategy
    Date: 2008
    Issue Date: 2010-01-11 02:08:58 (UTC+8)
    Abstract: 台灣壽險市場直到1994年全面開放外商設立分公司,至此保險業才算完成開放。但外商保險公司進入台灣市場後,以傳統業務員銷售方式進行之優勢已經消失,若依照過去銷售模式,勢必展開同業間挖角動作同時需要付出鉅額成本來建立自己的銷售團隊。未來同業間挖角之惡性循環與業績是否能有大幅成長都是外商壽險公司經營者所需考量重點。
    By 1994, several local enterprises and a few American companies had already established the life insurance business in Taiwan, marketing their products by way of personal “face-to-face” meeting with customers, whom they contacted through social networks. With Taiwan’s entry to the World Trade Organization(WTO), many other foreign insurance companies were granted business operation licenses and set-up branches in the local market, but with very different styles of product promotion, which caused the “personal contact” approach to eventually disappear.
    The foreign companies were much more aggressive in their marketing strategies, which included the outsourcing of sales (i.e., using non-licensed, commission-only, self-employed salespersons), the establishment of call-centers for the ”market-saturation” style selling of insurance through the making of thousands of unsolicited telephone calls to hitherto unknown (potential) customers, and the enlisting of local banks to sell insurance to their own customers. Thus the foreign insurance companies quickly gained a substantial competitive advantage over their local (and more sympathetic) counterparts.
    During the first year of the foreign insurance companies aggressive approach, only one percent of the market was achieved. However, with domineering persistence and the support from their overseas head offices (i.e., new products, promotional aids, etc.), the foreign insurance companies thereafter progressively secured a much greater proportion of the market in Taiwan.
    The selling of insurance in a highly skilled operation entailing the specialized training of competent staff. Therefore, the object of this research was to evaluate the effectiveness of using telemarketing and bank staff, to sell insurance in Taiwan. The conclusions are as follows:
    1.Bank staff, trained to supervise the bank’s own credit card and personal loan business, cannot to be presumed to be capable of also selling insurance, without additional training.
    2.The affiliation of insurance companies has adopted a system of education and training, in order to contain the otherwise zealousness of diverse sales competition.
    3.The careful investigation and pre-selection of potential customers, as opposed to the indiscriminate approach, is essential to create the necessary “win-win” conclusion.
    4.The marketing of insurance must be managed in a strictly authorized manner.
    5.Adopting different sales strategies would undoubtedly affect the direction for future development, undertaken by high level managers of telemarketing departments.
    Appears in Collections:[保險學系暨研究所] 學位論文

    Files in This Item:

    File SizeFormat

    All items in 機構典藏 are protected by copyright, with all rights reserved.

    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library & TKU Library IR teams. Copyright ©   - Feedback