影響壽險業品牌形象之關鍵因素分析-以Y公司為例

許碧玉

doi:10.6840/cycu201700461

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影响寿险业品牌形象之关键因素分析-以Y公司为例

Key Factors of Brand Image in Life Insurance Industry-A Case of Y Company

许碧玉 , 硕士　　导师：邱榆净　　

繁体中文 DOI： 10.6840/cycu201700461

寿险业、品牌形象、以决策实验室法为基础的网路程序分析法、重要度绩效值分析； Life Insurance Industry ； Brand Image ； DANP ； IPA

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摘要 │ 参考文献 (49) │ 国际计量

摘要〈TOP〉

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After Taiwan's Financial Holding Company Act passed, the life insurance market develops rapidly. The life insurance companies have launched variety products to satisfy customer's request. The life insurance companies face to fierce competition and the rise of consumer awareness, life insurance companies positive change and innovation to create life insurance products, which are in line with the requirements of the times. Is the hard task of the enterprise to shape the corporate brand image, increase consumer brand preferences, and then enhance market share. Therefore, the key factors that affect the image of the life insurance industry are those that are motivated by this study.
The main purpose of this study is to construct the evaluation of the brand image of the Y Company, the criteria to identify the key factors affecting the brand image and their mutual influence. And explore Y Company in the brand image management performance and provide its management strategy on the development and suggestion. After discussing the concept of research, the author first establishes the prototype of the research through expert interview, then uses Delphi method to converge and confirm the structure of this research, including four facets and nine criteria, and finally based on decision-making laboratory which’s the decision making and evaluation laboratory (ANP, DANP), and the performance of the Y Company is evaluated by the Importance Performance Analysis (IPA).
The results show that the key dimensions are "corporate image", "product image" and "functionality". Its management implications are the product functions provided by the enterprise. It should consider how to solve the existing problems and prevent potential problems. Enterprises to solve customer external derivative consumer demand and in the after-sales service to focus on customer feedback witch can increase on the new product in the features, so that the formation of a virtuous circle. And thus improve and continue to enhance corporate brand image. Among the nine criteria, the most critical criteria are "cordial service" and "psychological identity". Both of their management implication are how to make the customer in the process of purchasing the goods, the enterprise provides the overall service process and the products after-sales service attitude Thanksgiving respect for the sense of service, it can produce recognition of goods and purchase other life insurance products, resulting in an instant link hope to be served again
Finally, in the importance of performance analysis, the need to improve the project is the customer's "psychological identity", which’s management meaning is the life insurance industry, in the process of selling products in the overall attitude and after-sales service attitude poor performance, it cannot get the customer's psychological identity. Therefore, the life insurance industry should adjust the direction of strategy and resources to grow and sustainable management. To suggest to the proposed case Y Company will continue to respond to customer feedback on the product’s function to make it a virtuous circle, but also through education and learning to provide goods and services to meet consumer demand. And thus improve the image of enterprises and products; continue to enhance the brand image for enterprises.
Keywords: Life Insurance Industry, Brand Image, DANP, IPA

参考文献 ( 49 ) 〈TOP〉

赖秋粉，2016年，伺服器制造业之机壳海运成本关键因素分析-以国内I公司为例，中原大学企业管理研究所硕士论文。
连结：
蔡锦富，2008年，台湾寿险业服务品质、顾客价值对顾客满意度影响之研究，国立成功大学高阶管理硕士在职专班硕士论文。
连结：
蔡曜光，2011年，品牌形象与消费主涉入对购买行为之研究-以连锁咖啡馆为例，国立中央大学管理学院高阶主管企管硕士论文。
连结：
颜志廷，2006年，台湾智慧型手机产也关键成功因素之研究，长荣大学经营管理研究所硕士论文。
连结：
郑玉世，2013年，品牌策略、品牌形象、顾客忠诚度与品牌权益之研究-以手机为例，国立台北科技大学商业自动化与管理研究所硕士论文。
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