壽險關係行銷個人服務設計應用與研究
Abstract
金融服務業的壽險行銷，從專業行銷轉變為顧問行銷甚至現今的全方位理財顧問，行銷領域除了風險管理上加上財富管理，壽險行銷人員已成為社會中非常重要的專業人員。壽險、理財商品為長期契約，且它的商品特質與專業性，必須透過行銷人員一對一的說明，方能讓客戶產生購買行動，本研究探討如何運用設計行銷保險，做好關係行銷，建立客戶的忠誠度。
本研究是透過：(一)服務業的文獻探討：由行銷管理、關係行銷、關係品質、關係面向，客戶的忠誠利益，及消費者的行為與動機等方面，探討行銷者與消費者如何創造雙贏的局面，建立良好的關係與忠誠度。(二)於壽險行銷服務的文獻探討與市場資料收集，找尋壽險行銷的客戶需求與增進客戶關係的實務方法。
本研究透過以上文獻與實務的探討加上自己執行20年的行銷創意，將壽險商品視覺化，並建立個人品牌識別，將設計實際應用於壽險關係行銷。
本研究的結論為：(一)透過設計與贈品的應用，對於壽險關係行銷有正向的作用。(二)保險觀念的視覺設計創意，可以增進客戶的認同感，達成行銷的目的。(三)壽險關係行銷和個人品牌的建立有益於信賴感與忠誠度的建立。
The insurance marketing in financial service industry has changed from professional marketing to advisory marketing even well-rounded consultants who help you conduct financial transactions. Besides risks management, the marketing area includes financial management. The insurance marketing salesmen have become much important roles in society nowadays. Insurance and financial products are long term contract. Salesmen’s individual illustrations about characteristics of the products trigger the clients’ interests to purchase. This research investigates how to design insurance marketing and make relationship marketing better to set up the loyalty of customer. The research inquires into by the following both sides: 1.The literary reviews of service industry: through some aspects like marketing management, relationship marketing, relationship quality, the side of target market to discuss how to make the both winning aspect between the marketers and customers to set up good relationship and loyalty. 2. The literary reviews of insurance marketing and data collection about the state of target market: to find out the needs of the clients of insurance marketing and the way to enhance the relationship with customers. Through precedent literary reviews, example discussion and researchers’ own twenty-year marketing creativity, the research makes the insurance product visualize, moreover, sets up the individual visual identity to make designs apply to life insurance marketing. The conclusion of this research: 1.Through the application of design and giveaway, it enhance the positive side of insurance relationship marketing. 2. The visual creativity of the insurance concept can promote the agreement of customers to reach the purpose of marketing. 3. The visual marketing of insurance and individual label profit the establishment of trust and loyalty.
The insurance marketing in financial service industry has changed from professional marketing to advisory marketing even well-rounded consultants who help you conduct financial transactions. Besides risks management, the marketing area includes financial management. The insurance marketing salesmen have become much important roles in society nowadays. Insurance and financial products are long term contract. Salesmen’s individual illustrations about characteristics of the products trigger the clients’ interests to purchase. This research investigates how to design insurance marketing and make relationship marketing better to set up the loyalty of customer. The research inquires into by the following both sides: 1.The literary reviews of service industry: through some aspects like marketing management, relationship marketing, relationship quality, the side of target market to discuss how to make the both winning aspect between the marketers and customers to set up good relationship and loyalty. 2. The literary reviews of insurance marketing and data collection about the state of target market: to find out the needs of the clients of insurance marketing and the way to enhance the relationship with customers. Through precedent literary reviews, example discussion and researchers’ own twenty-year marketing creativity, the research makes the insurance product visualize, moreover, sets up the individual visual identity to make designs apply to life insurance marketing. The conclusion of this research: 1.Through the application of design and giveaway, it enhance the positive side of insurance relationship marketing. 2. The visual creativity of the insurance concept can promote the agreement of customers to reach the purpose of marketing. 3. The visual marketing of insurance and individual label profit the establishment of trust and loyalty.
Description
Keywords
關係行銷, 視覺識別, 顧客忠誠度, 壽險行銷, Relationship Marketing, Visual Identity, Loyalty of Customers, Insurance Marketing