廣告訊息策略與產品生命週期關聯性研究—「國泰人壽」個案研究
碩士 === 中國文化大學 === 新聞研究所碩士在職專班 === 92 === ABSTRACT Life insurance has been introduced into Taiwan for 60 years, and the product selling goes fluctuant by the passing of times. This research divided Taiwan’s life insurance industry into three stages: first growth stage (1983-1989), second g...
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2003
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| Online Access: | http://ndltd.ncl.edu.tw/handle/89646078857448138281 |
| Summary: | 碩士 === 中國文化大學 === 新聞研究所碩士在職專班 === 92 === ABSTRACT
Life insurance has been introduced into Taiwan for 60 years, and the product selling goes fluctuant by the passing of times. This research divided Taiwan’s life insurance industry into three stages: first growth stage (1983-1989), second growth stage (1990-1996), and maturity stage (1997-2003) to explore advertisement strategies of life insurance in the perspective of product life cycle.
A total of 174 newspaper ads were analyzed by conducting a systematic content analysis. Generally, the results demonstrate advertisement strategies of life insurance varied with different stages of product life cycle.
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