TV Marketing Insurance Competitive Advantage and Key Success Factors

• Main Authors: Chih-An Wen, 溫智安
• Other Authors: Chung-Jen Hao
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/27065431335491063468

碩士 === 淡江大學 === 保險學系保險經營碩士在職專班 === 98 === In recent years the popularity of insurance knowledge with the people, media development and diversification of information, the insurance market, increasing competition, has diversified from a life insurance marketing channel development, and as consumption patterns change, enhance customer shopping autonomy, TV Shopping became popular shopping general public consumption, and television insured by a new marketing channel to another. In this study, invited experts, the industry as depth interviews, this study is an exploratory research methods, and by related literature and compiled eight respondents (four professional managers operating industry, academia 3, the competent authority of a bit) depth interview, a comprehensive analysis, summarized in order to get results, make specific recommendations for industry reference. Hope for the life insurance industry marketing manager of the insurance practice in television operation can be of assistance, but also provide life insurance industry in the channel management reference. According to the analysis of this study provide two conclusions as a reference for the development of television Insurance: 1. Competitive advantage comes from the critical success factors, combined with the resources and capabilities to promote Into. TV marketing insurance, critical success factors for the (unique) product R & D capabilities, Marketing capability, television production capabilities, a common form of information capacity. 2. Does this aging, low birth rate, home economic trends, combined with cable TV penetration. Increase in people shopping self awareness, the Life Insurance industry TV channel, the former King is promising.