銀行保險的消費印象因素與行銷策略之研究A Study of Consuming Image Factors and Marketing Strategies on Taiwan’s Bancassur

摘要
本文乃透過銀行保險消費印象之實證研究，探討銀行客戶對銀行保險之認知程度，以及瞭解銀行保險消費印象因素的重視程度，俾利業者對銀行保險行銷組合策略之有效規劃。本研究結果分析發現台灣南部銀行客戶對銀行保險消費印象最重視之因素為營業人員是否具備保險專業知識、理賠責任感與行銷能力表現。並藉此消費印象因素的瞭解及市場環境SWOT分析後，依行銷策略執行步驟即可建立適合銀行保險特性之行銷組合策略模式。
關鍵字：銀行保險、保險行銷策略、消費印象因素
Abstract
By the investigative research of consuming images on Bancassurance to further explores the perceptions from banking consumers toward the cognitions and the factors of consuming images on Bancassurance which is finally utilized in this study to rank the degree of emphasis. It provides important elements for planning a marketing mix for Bancassurance. After the empirical analysis, It find the professional knowledge, the responsible claim and the salesmanship of a salesclerk were the important elements of consuming images on Bancassurance from the banking consumers of south of Taiwan. And through the understanding of the factors of consuming images as well as the SWOT analysis for the marketing environment of Bancassurance, thereafter, to figure out the best model marketing mix strategies for Bancassurance by corresponding with the steps of marketing strategies implementation.
Keywords: bancassurance, marketing strategy of insurance, consuming image factors