| Summary: | 碩士 === 輔仁大學 === 管理學研究所 === 95 === Experiencing the government policy of overall opening new insurance companies in 1994, Taiwan life insurance industry is a competitive market. Recently, the low deposit rate not only create big problem to the companies but also exasperate the management condition. The insurers try to think about how to increase the business efficiency, how to have more and more insurants as possible and how to actively perform integrated marketing on financial goods in order to enhance satisfaction of customers thus create the new key basis of management.
The study takes the integrated marketing in life insurance industry as the object and the balanced score card (BSC) as the basis. Besides, through the process of collecting, classifying and generalizing to set up five aspects such as “finance”, “customers”, “interior procedures”, “learning and growth” and “adjustment ability” and thirty-seven life insurance industry integrated marketing performance measure indexes, the study takes the native and abroad life insurance industry performance measure, integrated marketing index, some relative documents and the business characteristics as the reference. Furthermore, the study makes good use of analytic hierarchy process (AHP) to calculate these aspects and indexes such as finance (0.415), customers (0.271), learning and growth (0.120), the interior procedures (0.098) and adjustment ability (0.096) in order.
To testify the effectivity of the measure model, the study takes one big life insurance company in Taiwan as the object to practically experiment the performance measure behavior and to testify the practicability of the measure model. Meanwhile, with the help of performance measure lights, it gives out concrete suggestion by performing comparative analysis in the performance measure of competitors and using the radar chart to analyze the merits and disadvantages of the case.
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