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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/87339

    Title: 壽險公司行銷策略之研究 : 個案分析C人壽保險公司
    Other Titles: A study on the marketing strategies for life insurance company : case study on C company
    Authors: 魏光志;Wei, Kuang-Chih
    Contributors: 淡江大學保險學系保險經營碩士在職專班
    繆震宇;Miao, Chen-Yu
    Keywords: 低利率;競爭策略;通路管理;low interest rate;Competitive Strategy;the channel management
    Date: 2012
    Issue Date: 2013-04-13 10:58:26 (UTC+8)
    Abstract: 台灣壽險業近年來因歐美席捲而來的金融海嘯,造成整體交易市場環境陷入低迷。在全球經濟不景氣的環境之下,國內壽險公司將會面臨投資市場的虧損,以及因市場低利率壓力而出現逐漸擴大之利差損的經營狀況。
    Because of the financial tsunami form Europe and the United States, The life insurance industry in Taiwan in recent years, the overall financial market environment were dwindling away. Under the economic environment of the global economic and domestic life insurance companies will be facing the loss of the investment market, as well as due to the pressure of the market low interest rate gradually expand the interest differential loss of operating conditions.
    In addition, with the opening of the financial policies, life insurance market since 2001 through the Financial Holding Company Act, as well as accession to the WTO in 2002, the market competition more intense, life insurance companies face financial holding integrated channel development, channel management more deeply test the operating performance of life insurance companies, therefore, to grasp the key competitive advantage of marketing, will be an important strategy of the various life insurance companies win in a competitive environment.
    Gradually expand the interest differential loss of the operating status of the domestic life insurance industry, who because of the market, low interest rates, pressure should be put forward innovation and diversification of the commodity as a competitive strategy. On the other hand, through the channel management of offensive and defensive strategy, actively carry out the main pathway to maintain and focus on the company''s advantages in resources to increase the added value of innovative products, through the influence of media advertising, increase consumer satisfaction and purchase intention would be created by the expected continued growth of premium income.
    Meanwhile, the company''s market value to create the future direction of the operation of the company will be more diverse, in addition to integration with the financial industry, and even opportunities for mergers and acquisitions with other industry to expand the size of the market.
    Appears in Collections:[保險學系暨研究所] 學位論文

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