不道德壽險行銷之個案研究

　　透過文獻的整理，本文將行銷道德的各種面向做一說明，並敘述「壽險行銷道德」的判斷標準。更藉由美國－壽險公司個案的討論，來對本國壽險業之行銷道德提出建議。

關鍵字：壽險行銷道德，原則取向，結果取向，消費者主權
A Case Study of Unethical Life Insurance Marketing
Abstract
Relying on literature review, this paper proposes a life insurance marketing framework that has both theoretical ground and practical implications. Based on this framework and secondary data, this paper conducted a case study of inappropriate marketing of xxx life insurance firm in the U.S. The data indicated that both the life insurance company and its branch marketing manager were unethical. In addition to a thorough discussion of the findings, this paper also provided several suggestions for the life insurance firms in Taiwan.

Keywords: life insurance marketing ethics, deontological evaluation, teleological evaluation, consumerism