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|Title: ||壽險業行銷通路因子分析 : 以人員、網路通路為例|
|Other Titles: ||An analysis of the marketing channel factors of life insurance industry : using staff and internet channels as examples|
|Authors: ||李梓鳳;Li, Tzu-Feng|
|Keywords: ||壽險業;網路行銷;人員行銷;行銷組合;Life Insurance;Internet Marketing;Staff Marketing;Marketing combination|
|Issue Date: ||2011-06-16 21:58:16 (UTC+8)|
Substantial changes of the financial environment in recent years have brought unexpected variables for the insurance industry, and major insurance companies have established diverse marketing departments to meet the different challenges. The future of the insurance industry will face significant competitive pressure, but also with new business opportunities due to increased population using the Internet and the popularity of the emerging network, providing the insurance industry another marketing channel.
"Internet marketing of life insurance industry" in this research is referred to the website marketing channel—it delivers the insurance concept, insurance meaning, and the company''s image, etc. to the public. , and meanwhile satisfies customers’ needs to achieve the target of internet marketing and relationship building.
Insurance can be divided into two types-- life insurance and property insurance. In this research, life insurance is the main target. There are many marketing channels; however this research mainly focuses on discussing the sales agents and Internet-based sales, other sales channels are excluded.
The purchase intention is affected by different types of consumers with different attributes. This research uses marketing channels of both life insurance staff and internet as example, against different customer patterns per “marketing mix 4P” to explore the diversity of purchase intention between two different marketing channels, provide insurance companies different marketing strategy and improve the sales result
This research plans to take customers of a commercial insurance company as study subjects, using convenience sampling technique to select subjects. This research collects data for subjects by structured questionnaire with different sex, age, education level, occupation, marital status, averaged monthly income, as well as experience of Internet purchasing, conducts quantitative analysis, and come to conclusion. By the statistical study results, we can notice that there is a significant relationship between the customers’ purchase intention and the marketing channels of life insurance industry
The results of this research will provide to life insurance companies and future researchers as a reference.
|Appears in Collections:||[管理科學學系暨研究所] 學位論文|
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