我國保險業運用直效行銷通路之探討

• Main Authors: 林峰立, Lin,Feng-Li
• Language: 中文
• Published: 國立政治大學
• Subjects: 直效行銷; 保險; 資料採礦
• Online Access: http://thesis.lib.nccu.edu.tw/cgi-bin/cdrfb3/gsweb.cgi?o=dstdcdr&i=sid=%22G0089932167%22.

金融環境的大幅變動已為產壽險市場投下不可預期的影響變數，保險公司若單純只依賴傳統的銷售通路已不符合時代的趨勢。近年來直效行銷已漸漸被大眾所接受，而產壽險公司以紛紛成立直效行銷部門來拓展自己的業務。本研究主要透過「問卷調查法」來分析我國產壽險業行銷通路之現況，並檢視產壽險公司是否運用相關技術如資料採礦、CRM技術來輔助直效行銷通路的運用，同時探討相關適合直效行銷通路之相關商品與促銷方法等等，最後歸納出產壽險公司運用直效行銷通路成功的關鍵要素，以提供給保險業界作為未來直效行銷通路規劃時的參考。本研究主要的實證結果結果如下： 一、人壽保險業比財產保險業更重視直效行銷，目前市場上壽險公司主要是利用DM與TM混合銷售為主，而財產保險業則是以DM、TM及網路行銷並重。 二、壽險業者在軟體投資CRM或是Data Mining略勝一籌，而且技術使用層次也明顯高於產險業者。 三、在商品歸類上，壽險商品主要以個人保險如意外險、儲蓄險及醫療險為主；而產險商品則以簡單易賣的汽、機車強制險、傷害險及住宅火險為大宗。 四、.直效行銷成功的五大要素，依序為： 壽險：（１）名單（２）人（３）價格（４）商品（５）電腦輔助軟體。 產險：（１）名單（２）人（３）價格（４）商品（５）具電腦電話整合系統CTI設備。 === The recent significant chance of the financial environment has an substantial influence on the market of insurance. Obviously the limited marketing channels of the insurance companies would not satisfy the need of new financial environment. In recent years, people have accepted the concept of direct marketing, and many insurance companies have already set up direct marketing department to expand their market shares and earn more profits. This thesis analyzes the current situation of direct marketing in insurance market by questionnaire survey. We investigate whether insurance companies use advanced technology such as CRM, Data mining to assist their direct marketing. We also investigate what kinds of direct marketing products and promotion skill are used in this market. Finally, we analyze what are the key components of successful direct marketing. The important results of this study are as follows: 1. Life insurance company generally use the combinational of DM and TM for direct marketing,whereas property insurance company use the combinational of DM、TM and network for direct marketing. 2. Life insurance companies have better technology on CRM and Data Mining than property insurance companies do. 3. The most popular life insurance products for direct marketing are accident insurance、endowment insurance and medical insurance. One the other hand,the most popular products of property insurance for direct marketing are accident insurance、automobile insurance and fire insurance. 4. The five key components of a successful direct marketing are: For life insurance:(1)consumer data base (2) staff (3) price (4) product (5)computer system . For property insurance: (1) consumer data base (2) staff (3) price (4) product (5)CTI system.