Research on Marketing Model for Selling Insurance Product through the Media of TV Commercial

• Main Authors: Chun-Huai Chao, 趙君淮
• Other Authors: Ray Chen
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/77721539534440369050

碩士 === 淡江大學 === 保險學系保險經營碩士在職專班 === 97 === In recent years, the trend of selling insurance product on TV has been developed in Korea. At the same time, the new business model that delivering insurance information directly to consumers by means of TV commercial and then dealing with the consumer through telemarketing has been generated in Taiwan which has the similar custom and culture. The main purpose of this study lies in researching the marketing model for selling insurance product through TV commercial and the relationship of its successful factors, cost of sales, performance and future possible development. The research method is mainly based on the case study and interview. On the one hand, the practices of companies in cases and relevant theories are compared by the bibliography, the interview of professionals and managers and integrated analysis of every case. On the other hand, the range of this research also expands to Korea and. Therefore, the results of this study are generated according to these cases include Korea, Mainland China and Taiwan： Firstly, selling insurance product on TV Home Shopping by TV commercial in Taiwan is available in the current stage. Its model includes TV Home Shopping, short TV and Placement Marketing, and the cost of marketing and efficiency can be evaluated separately . Secondly, there is the direct proportion relationship between the complexity of selling insurance product by TV commercial and insurance density. Complicated VUL, whole-life health insurance or cancer insurance are also the main products on TV except the simple insurance products through traditional direct marketing. Thirdly, the infomercial can be expected in the future. Compared with the short commercial, infomercial has the characteristic of delivering the deep information to the audiences and its coverage is bigger than TV Home Shopping. Therefore, infomercial draws out the advantages of short commercial and TV Home Shopping as well as the expenditure is also between them.