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| 研究生： |
馮崇宇 Feng, Chung-Yu |
|---|---|
| 論文名稱： |
銀行保險行銷策略－以F公司為例 The Marketing Strategies of Bancassurance, Taking F Company For Example |
| 指導教授： |
余士迪
Yu, Shih-Ti 蔡子晧 Tsai, Tzu-Hao |
| 口試委員: |
洪世章
Hung, Shih-Chang 李傳楷 Lee, Chuan-Kai |
| 學位類別： |
碩士 Master |
| 系所名稱： |
科技管理學院 - 經營管理碩士在職專班 Business Administration |
| 論文出版年： | 2018 |
| 畢業學年度： | 106 |
| 語文別： | 中文 |
| 論文頁數： | 47 |
| 中文關鍵詞： | 金控法 、銀行保險 、金融行銷架構 、內部行銷 、環境分析 、評估與控制 |
| 外文關鍵詞： | Financial Holding Company Act, single-case- study, inancial Marketing Model |
| 相關次數： | 點閱：2 下載：0 |
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論文摘要
台灣自金控法成立後，開啟各家金融業相互整合的階段，其中，銀行業與保險業的結合，更是蓬勃發展，加速了保險公司拓展銀行通路的腳步。2008年金融海嘯後，政府為了刺激經濟，開啟了低利時代，銀行只能在些微的利差中求生存。這時，在銀行銷售保險商品，為銀行帶來可觀的手續費收入，也緩解了高存款量所造成的高額利息支出壓力；對於保險業者而言，他們可以在銀行通路獲得更多顧客資料，更能準確地鎖定目標顧客；而對於消費者，能滿足在銀行「一次購足」的需求，形成三贏局面。
研究中，藉由金融行銷架構作個案分析，探討個案公司－F人壽公司在銀行保險通路的行銷策略，來檢視台灣在銀行保險行銷策略的現象，整理出在銀行保險銷售上表現優異的公司應該具備的條件，並提出改善建議。研究發現，在銀行保險通路中，銷售成績優異的保險公司，在「辨認目標顧客」、「滿足顧客需求」，進而「維持與提升顧客關係」的各個階段中，皆有明確的行銷策略，並透過環境分析、控制與評估，確認策略與目標一致，除此之外，在內部行銷中，也有完整的「徵人、用人、留人」的策略。有了這些策略，讓個案公司在競爭激烈的銀行保險市場中，始終保持在前段班的位置。
關鍵詞：金控法、銀行保險、金融行銷架構、內部行銷、環境分析、評估與控制
ABSTRACT
Since Financial Holding Company Act established, financial companies, such like banks, life insurance companies, security firms, were going to be merged. Especially the combination of banks and life insurance companies. After 2008, the low-interest-rate policy made banks hard to earn revenue. According to this situation, selling insurance goods in banks was a good way.
In this paper, we use “single-case- study method” and Financial Marketing Model (Hsieh,2011) to find that what characters the successful Bancassurance should have. So that we can define the important factors of Bancassurance.
Key words: Financial Holding Company Act, single-case- study, Financial Marketing Model, Bancassurance
參考文獻
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