| Summary: | 碩士 === 元智大學 === 資訊傳播學系 === 97 === Internet technology has been one of the most influential new technology applications in recent years. The rise of Internet has changed the traditional media market. Although affected by the burst of internet bubble in earlier twenty first century, the Internet has undoubtedly been risen again and has drastically changed the consumer usage behavior. The rise of Internet forced companies to face a lot of changes, including the use of electronic trading, online action and online banking and so on. Many companies have increased their investment in Internet in recent years. Under these circumstances, the insurance companies, as most other companies, are now under the pressure of such a keen competition. How to do customer management in a virtual world would be an important issue at this time. The three focuses in this study are as follows. 1. To discuss the case company’s method to maintain customer relationship managed in its virtual channels. 2. To analyze the employees’ actual needs for the case company’s website planning and marketing. 3. To analyze the customers’ actual needs for the case company’s website planning and marketing. 4. To provide the case company a direction for website management and customer marketing.
The research method of the present study is based on case study in qualitative method. Meanwhile, focus group interviews with the marketing staffs and the customers in the case company were also applied. Through the analysis of the marketing staffs, clients and through the cross-group analyses, it is found that the terms of “blog” and “customization” appeared all the time when doing the analysis. This shows that the influences of communities are more powerful than people in the industry expected, and these influences further changed the opinions of the marketing staffs in traditional industries and those of the clients. If the two elements are introduced into the insurance services market, a marketing revolution different from previous ones is sure to be brought about. Cross analysis of the results in the Focus Group Interview was finally conducted, and suggestions in three parts, including “website planning and marketing operations”, “customer relationship and trade marketing” as well as “integration of group resources” were proposed for the case company to develop more suitable strategies for website operations and customer marketing planning and management.
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