保險經紀人公司行銷品質管理策略之研究

THE RESEARCH OF MARKETING QUALITY MANAGEMENT STRATEGY FROM INSURANCE BROKERS COMPANY

10.6220/joq.202110_28(5).0004

李旭華(Hsu-Hua Lee)；李梓林(Tzu-Lin Lee)

保險經紀人 ； 行銷管理 ； 品質管理 ； 策略管理 ； insurance broker ； marketing management ； quality management ； strategy management

品質學報

28卷5期（2021 / 10 / 30）

361 - 377

繁體中文

保險業是金融體系中重要的產業之一。保險經紀人公司在通路經營的過程中，行銷品質管理策略的規劃對保險經紀人公司整體的發展扮演了極為重要的角色。本研究以保險經紀人的定位及角度，探討保險經紀人通路在行銷品質管理策略的規劃及擬定、運用與執行，期能提供保險中介機構業者，作為擬定經營管理、行銷品質管理的參考依據。

The insurance industry is one of the important industries in the financial system. In the process of channel management, the insurance brokerage company's planning of marketing quality management strategy plays an extremely important role in the overall development of insurance brokerage companies. This study explores the planning, formulation, application and implementation of insurance brokerage channels in the marketing quality management strategy based on the positioning and perspective of insurance brokers. It can provide insurance intermediary operators as a reference for the formulation of management and marketing quality management.

1. Akerlof, G. A.(1970).The market for "lemons": quality uncertainty and the market mechanism.The Quarterly Journal of Economics,84(3),488-500.
2. Anderson, E. W.,Fornell, C.,Lehmann, D. R.(1994).Customer satisfaction, market share, and profitability: findings from Sweden.Journal of Marketing,58(3),53-66.
3. Ansoff, H. I.(1965).Corporate Strategy: An Analytic Approach to Business Policy for Growth and Expansion.New York, NY.:McGraw-Hill.
4. Berry, L. L.,Parasuraman, A.(1991).Marketing Services: Competing Through Quality.New York, NY.:Free Press.
5. Galbraith, C.,Schendel, D.(1983).An empirical analysis of strategy types.Strategic Management Journal,4(2),153-173.
6. Grahn, J. L.,Hannaford, W. J.,Laverty, K. J.(1987).Corporate philanthropy and marketing strategy: a review and directions for research.1987 AMA Winter Educators’ Conference: Marketing Theory,San Antonio, TX:
7. Hauser, J. R.,Shugan, S. M.(1983).Defensive marketing strategies.Marketing Science,2(4),319-360.
8. Kotler, Philip,Keller, Kevin Lane,樓永堅（譯）,方世榮（譯）(2008).行銷管理學.臺北:臺灣培生教育.
9. Luo, X.(2008).When marketing strategy first meets Wall Street: marketing spendings and firms’ initial public offerings.Journal of Marketing,72(5),98-109.
10. Murray, R. J.(1991).The quest for world class IT capability it is key to achieving quality goals.Journal of Information Systems Management,8(3),7-15.
11. Porter, M. E.(1987).From competitive advantage to corporate strategy.Harvard Business Review,65(3),43-59.
12. Robin, D. P.,Reidenbach, R. E.(1987).Social responsibility, ethics, and marketing strategy: closing the gap between concept and application.Journal of Marketing,51(1),44-58.
13. Smallwood, D. E.,Conlisk, J.(1979).Product quality in markets where consumers are imperfectly informed.The Quarterly Journal of Economics,93(1),1-23.
14. Zeithaml, V. A.,Berry, L. L.,Parasuraman, A.(1988).Communication and control processes in the delivery of service quality.Journal of Marketing,52(2),35-48.
15. 中華民國人壽保險商業同業公會，(accessed February, 2020)，2020，中華民國人壽保險商業同業公會，。
16. 中華民國保險經紀人商業同業公會，(accessed February, 2020)，2020，會員服務，。
17. 財團法人保險事業發展中心，(accessed February, 2020)，2020，產險財業務統計—一般民眾，。
18. 許雅惠(1994)。臺北，國立臺灣大學。
19. 郭乃鼎(2007)。新北，真理大學。
20. 謝耀龍(2004).壽險行銷.臺北:華泰.