A Study on the Perception of Organizational Characteristics and Marketing Strategies for Employees in Insurance Company

[[abstract]]本國保險業行銷通路多以業務員為主，近幾年，出現了許多各種不同的行銷方式促進購買，直效行銷、電話行銷、網路行銷、電視購物頻道及銀行保險等保險通路，使保險業產生劇烈的變化，各個保險公司注重的行銷方式不同，吸引的客群也不同，導致保險行業之間的競爭非常強烈。 保險經紀人必須隨時注意環境的變化，因應強烈競爭之下所帶來的威脅，市場的變化與客戶的需求隨時調整各商品的內容及服務項目，才可以在競爭激烈的環境下永續經營。 在未來，Fin Tech大數據的來臨，發展出更多創新的行銷手段及方法，現今已有網路投保，取代以前繁忙的人力，更加節省時間，以及機器人投保，客戶只要通過機器人上面的身份證識別器，用身份證等證件就可以直接投保。 本研究是探討保險從業人員對保險公司組織與行銷手法認知，對象主要以保險從業人員，以立意抽樣方式發送問卷，總計回收有效問卷共200份，研究結果發現，保險業從業人員對公司組織特質、保險行銷手法調查因素間是有顯著相關性的。[[abstract]]Marketing channel for the domestic insurance companies mainly relies on the marketing skills of the sales personnel In recent years there have been many different kinds of marketing approaches to promote the consumer purchase including direct marketing telemarketing internet marketing TV shopping channel bank insurance and other insurance channels making the entire insurance industry undergoing drastic change over the years Since insurance company mainly focuses on its distinctive marketing approaches and targets for certain customer groups there has always been a fierce competition among the different insurance companies in the entire industry Insurance brokers must always be aware of the changes in the environment in response to the threat of intense competition According to market changes and customer demands the insurance brokers must always adjust the content of goods and services in time to seek for sustainable business development in a highly competitive environment In the future with the arrival of Fin Tech big data technology an even wider selection of innovative marketing channels and marketing approaches would be further developed As of today online insurance is made available to replace human labor in the past to save both time and money Robotic insurance is also made available so that the customer can buy their insurance directly by using their personal ID cards to access the ID card identification device on the robot This study is to explore insurance practitioners’ perception on the organization and marketing practices of the insurance companies The research object is mainly composed of insurance practitioners Under purposive sampling and questionnaire survey a total of 200 valid questionnaires have been collected from the study objects The results show that there is a significant correlation between insurance practitioners' organizational characteristics and insurance marketing practice