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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/87350

    Title: 產險公司行銷績效分析之研究 : 以汽車保險代理人為例
    Other Titles: A study of non-life insurance marketing performance analysis concerning auto insurance agents
    Authors: 楊承峯;Yang, Cheng-Feng
    Contributors: 淡江大學保險學系保險經營碩士在職專班
    Keywords: 行銷通路;汽車保險代理人;行銷績效分析;Marketing Channels;Auto Insurance Agents;Marketing Performance Analysis
    Date: 2012
    Issue Date: 2013-04-13 10:59:04 (UTC+8)
    Abstract: 我國財產保險之行銷通路可區分直接行銷與間接行銷二大類,獨以間接行銷中之車商保代佔產險公司業務比重最高,但唯有將整體行銷通路之成本率及損失率加強管控、減少賠案融通、統一維修價格、加強各行銷通路與產險公司之業務融合及產險公司同業之間相互合作,方能避免各行銷通路之予取予求,產險公司整體業務始能發揮最大產能,創造最高利潤。

    Non-Life insurance marketing channels can distinguish between two broad categories of direct marketing and indirect marketing in Taiwan, independent automobile Insurance agency indirect marketing of cars accounted for only after the insurance companies and car dealers to maintain the insurance companies business the highest proportion, and car dealers Insurance agency involved in the automobile insurance market. The friendship of the good providers, you can get a large number of insurance business, insurance companies need a small number of marketing staff training services to automotive dealers, without training a large number of sales for business promotion.
    K, T, H Insurance agency agents N insurance company or other insurance companies
    in the insurance business, which cited application of "Independent Agency" and "Exclusive
    Agency" concept. K, T, H insurance agents interaction with N insurance company affiliates,
    compared to business with the proportion of the real gap, K insurance agent with the lower
    proportion of T,H insurance agents with a higher proportion of the overall operating
    performance and the contribution of N insurance company will be based on ten business
    indicators have scores add up to order of ranking, that is, T insurance agent for N insurance
    company of tribute offer degrees, followed by K insurance agent, H insurance agent
    contribution minimum, the main cause of T and K Insurance agents signing business is
    about H insurance agent is more than twice the gap between the insurance on behalf of
    other analytical indicators less.Significant, so the T and K insurance agents benefits, H
    insurance agent smaller benefits.
    Insurance companies and insurance agents are complementary business relationship, the third stage after the implementation of the liberalization of the rates, resulting in seriously affected and the impact of the overall product of insurance marketing channel, the insurance company will depend on the goods-how, marketing and differentiated services to work out the optimum of coping strategies.The main purpose of access to up to tourists, expanding and diverse marketing channels to maximize functionality and to create maximum efficiency.
    Appears in Collections:[保險學系暨研究所] 學位論文

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