臺灣博碩士論文加值系統

摘 要
論文名稱：關係行銷於壽險業直效行銷活動之研究 頁數：162
校所別：國立台北科技大學商業自動化與管理研究所
畢業時間：九十一學年度第二學期 學位：碩士
研究生：劉光杰 指導教授：廖森貴
關於直效行銷應用的研究，在國外已有數十年的歷史，相關的技巧與知識已經發展的相當成熟。此外，各行業實施關係行銷的文獻探討也很多，對於其可提高客戶滿意度及忠誠度的觀點，相信是無庸置疑的；但將之應用在間接透過業務員行銷的直效行銷活動中，如何兼顧幫企業降低成本及繼續維持與顧客的關係，甚至提供比原來更好的服務品質，相信是一個更值得探討的問題。在保險業這個高度依賴業務員與客戶面對面，以達成保單順利售出，並持續提供日後的服務，在在顯示出需依賴『人』及『面對面』解說等二大因素，才能讓客戶安心購買保單，而直效行銷強調的優勢剛好與傳統透過壽險業務員面對面銷售方式大異其趣，如何讓壽險業直效行銷活動能夠成功，其關鍵因素在初期的客戶篩選及後續的客戶服務，這就必須要高度仰賴強而有力的關係行銷技術。本研究期望透過保險業直效行銷在台灣的壽險市場中的特殊性，在接受企業商品或服務而有交易往來關係的顧客群中，以企業立場探討企業的顧客關係行銷方式，創造出一個具有價值的作法，並且透過整合企業間的各種活動，來發揮企業優勢。
因此，本研究試圖以關係行銷的觀念與作法，結合近幾年熱門的直效行銷活動，加強與顧客的關係並留住高忠誠度的顧客，而使企業及顧客都能達到雙贏之目的。基於上述之概念，可以從本文中探討而得到下列結果：
(1).了解顧客關係行銷在行銷理論發展中所代表的意義。(2).探討顧客關係行銷在壽險業直效行銷活動中，其應用之情況。(3).以國內三家壽險公司為例，了解利用關係行銷觀念，在公司實施之情況。(4).了解壽險公司透過網路提供給客戶及其合作夥伴相關服務，以維持長久的、良性的互動關係，及在直效行銷活動中所扮演的角色。
關鍵詞：關係行銷、直效行銷。

Abstract
Title：A Study on Relationship Marketing in Direct Marketing Activity of Life Insurance Industry Pages：162
School：National Taipei University of Technology
Department：Institute of Commerce Automation and Management
Time：July, 2003 Degree：Master
Researcher：Kuang Chieh Liu Advisor：Sen Kuei Liao
In overseas there are already several tens of years of history in the research on application of direct marketing. In addition, there are also many literatures on the implementation of relationship marketing in various professions. On the viewpoint of enhancing the level of customer satisfaction and loyalty, it is believed that there should not be any doubt. However, to apply this on direct marketing activity conducted imperfectly through the marketing of sales persons, how to care for reducing enterprise cost and to continue maintaining customer relationship at the same time and even how to provide service quality that is better than the original quality should be more problematic that worth more investigation. In the insurance industry that is highly relied on the face to face with customer by sales person so as to achieve the smooth selling of insurance policy and to continue provision of future service, all along it shows that it really requires two factors - 『human』 and 『face to face』explanation so that customer can feel comfortable to purchase insurance policy.The superiority emphasized by direct marketing is greatly different from the traditional selling method through insurance sales person. In regard to how to allow the direct marketing activity of the life insurance industry to be successful, its key factor is customer selection in the early stage and subsequent customer service and this must highly rely on strong and powerful relationship marketing technique. Basing on the special characteristics of insurance industry direct marketing in the life insurance market of Taiwan and amongst customer group who accept enterprise commodity or service and with transaction dealing relationships, this research hopes to investigate the customer relationship marketing method of enterprise in an enterprise position so as to create a method with value. In addition, through integration of various types of activities between enterprises, the advantage can be brought into full play.
Therefore, this research attempts to base on the concept and method of relationship marketing and shall combine with direct marketing activities that are very popular in recent few years so to strengthen customer relationship and to retain customer with high loyalty. This will allow both the enterprise and customer to achieve the purpose of win-win. According to the above concept, the following results can be obtained from the investigation in this essay:
(1) Understand the meaning represented in the customer relationship marketing in the development of marketing theory development. (2) Understand the application condition of customer relationship marketing in the life insurance industry direct marketing.(3) Based on the three life insurance companies in the country to understand to utilize relationship marketing to implement of the company into full play. (4) Understand life insurance company can provide related service to customers and the cooperation partners through network technology so as to maintain a long-term and good interactive relationship and to understand what is the key role played in the direct marketing activity.
Keywords:Relationship Marketing,Direct Marketing

目 次
摘要 ⅱ
Abstract ⅲ
誌謝 ⅴ
目次 ⅵ
表目錄 ⅸ
圖目錄 ⅹ
第一章 緒論 1
1.1研究背景與動機 1
1.2 研究目的 3
1.3研究流程 4
第二章 文獻探討 6
2.1 關係行銷 6
2.1.1 關係行銷的定義 6
2.1.2 關係行銷之演進 9
2.1.3 關係行銷的層次 10
2.1.4 關係的價值 12
2.1.5 關係行銷的利益 14
2.1.6 KMV模式的觀念性架構 16
2.1.7 關係品質模式 20
2.1.8 關係行銷實證研究 23
2.1.8.1國內相關研究 23
2.1.8.2國外相關研究 35
2.2 壽險行銷與關係行銷 40
2.3 直效行銷之相關研究 41
2.3.1 直效行銷的定義 41
2.3.2 保險直接回應行銷的定義 41
2.3.3 直效行銷與保險業務 43
2.3.4 國內壽險直效行銷發展現況 43
2.3.4.1銀行保險的定義和發展 43
2.3.4.2直效行銷與銀行保險行銷之關係 45
2.4 關係行銷與直效行銷之關係 46
第三章 研究方法 47
3.1 研究架構 47
3.2 個案研究方法 50
3.3 研究步驟 50
3.3.1個案與訪談對象之選擇 51
3.3.2訪談構面及內容設計 52
3.3.3 個案研究之進行方式 58
3.3.4 資料收集 58
3.3.5 個案資料分析方法 58
3.3.6 研究品質 59
第四章 個案分析與命題發展 60
4.1 個案分析 60
4.2 命題發展 69
第五章 結論與建議 84
5.1 研究結論 84
5.2 研究建議 87
5.3 研究貢獻 87
5.4管理上的涵義 88
5.5研究限制與未來研究方向 89
5.5.1研究限制 89
5.5.2未來研究方向 89
參考文獻 91
附錄A 個案研究 99
附錄B 深度訪談 128
附錄C 各公司直效行銷作業流程 145
附錄D 會議文件 150
附錄E 其他 156

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