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研究生:謝武章
研究生(外文):Wu-Chang Hsieh
論文名稱:產物保險公司的整合行銷傳播之探索性研究-以F產物保險公司為例
論文名稱(外文):Research on Integrated Marketing Communication of Non-life Insurance Company-A Case Study of F Non-life Insurance Company
指導教授:劉子歆劉子歆引用關係
指導教授(外文):Tzu-Hsin Liu
學位類別:碩士
校院名稱:大葉大學
系所名稱:事業經營研究所碩士在職專班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2007
畢業學年度:95
語文別:中文
論文頁數:84
中文關鍵詞:整合行銷傳播(integrated marketing communication)產物保險(non-life insurance)個案研究(case study)
外文關鍵詞:integrated marketing communicationnon-life insurancecase study
相關次數:
  • 被引用被引用:2
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民國90年金控法立院通過,促使產險市場進入戰國時代,各方面通路系統,無不急速搶食產險市場,依目前產險整體業務量全年度約一仟多億元,通路系統佔據六成以上之高比率,這對產險經營是高成本負擔,所以產險公司無一不使自有業務比率往上提升,以降低營運成本,整合行銷傳播只要在透過綜效的整合,提供消費者或是潛在消費者一致的訊息,將傳播效益發揮至極致,消費者與產險公司不透過通路,以達到消費者與產險公司雙贏。
本研究籍由F產物保險公司整合行銷傳播策略運用,積極提升自有業務來源比率,降低對通路系統的依賴,個案所提出之整合行銷傳播修正模式,擬以「消費者」為起點,就「異業聯盟關係」、「資料庫之建立與分析及資料庫行銷」等面向,探討本個案整合行銷傳播策略運用的模式,藉此能跳脫通路系統之行銷模組,並可提供產物保險業者有效運用整合行銷傳播,推廣策略模式以降低傳統通路商依賴。最後並透過本研究所提供的整合行銷傳播模式,來解決目前產險公司所面臨困境,提供另一種行銷選擇。
Since Financial Holding Company Act was passed in 2001, all the related channel systems have been eager to dominate the non-life insurance market. Currently, the annual sales revenue of non-life insurance is more than 100 billion NT dollars, and all the related channel systems account for more than 60%, which is a high-cost burden on the management of non-life insurance business. Therefore, almost every non-life insurance company has spared no effort to increase their existing business ratios, reduce operational cost, and applied integrated marketing communication (IMC). IMC aims to use synergy integration to provide consistent messages to consumers and further maximize the effectiveness of communication, so that consumers and non-life insurance companies can achieve win-win situations without any dependence on channels.
Based on the applications of IMC by F Non-life Insurance Company reduce the dependence on channel systems, this case study focused on “consumers” to investigate the “cross-industrial alliance” and “database construction and analysis as well as database marketing” dimensions of the case company. This study expected to get rid of the marketing module of channel systems and help non-life insurance companies effectively exploit IMC. Finally, through the proposed ICM model, this study also aimed to solve the predicament facing non-life insurance companies.
內容目錄
中文摘要 ..................... iii
英文摘要 ..................... iv
誌謝辭  ..................... v
內容目錄 ..................... vi
表目錄  ..................... viii
圖目錄  ..................... ix
第一章  緒論................... 1
  第一節  研究背景與動機............ 1
  第一節  研究目的............... 4
第二章  文獻探討................. 6
  第一節  整合行銷傳播之定義.......... 8
  第二節  整合行銷傳播規劃之系統模式...... 12
  第三節  整合行銷傳播績效之評量........ 17
  第四節  整合行銷傳播績效構面之探討...... 24
第三章  研究方法................. 28
  第一節  個案研究方法............. 28
  第二節  研究流程............... 29
  第三節  研究架構............... 31
第四章  個案分析................. 35
  第一節  個案背景介紹............. 35
  第二節  F產物保險公司整合行銷傳播策略運用.. 37
第五章  結論................... 62
  第一節  主要研究發現............. 62
  第二節  研究貢獻............... 63
  第三節  研究限制與後續研究建議........ 64
參考文獻 ..................... 65
附錄  訪談記錄.................. 70
參考文獻
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