臺灣地區壽險業產品定位、產品創新能力、策略群組之研究

南華大學機構典藏系統 > 管理學院 > 企業管理學系(管理科學碩/博士班,非營利事業管理碩士班) > 博碩士論文-管理科學碩博士班 > Item 987654321/21411

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题名:	臺灣地區壽險業產品定位、產品創新能力、策略群組之研究
其它题名:	The Study of Product Positioning, Product Innovation Capability, Strategic Groups in Taiwan's Life Insurance Industry
作者:	劉欣欣 Lai, Hsiu-hsiu
貢獻者:	管理研究所賴奎魁 Kuei-Kuei Lai
关键词:	人壽保險;策略群組;創新能力;產品定位 MDS
日期:	2003
上传时间:	2015-06-04 11:17:47 (UTC+8)
摘要:	台灣地區壽險業策略群組之資料收集、分析，皆由行銷面及企業經營面等訊息，提供策略規劃之參考，相對以產品方面及策略群組之觀點，來進行相關資訊收集及相關研究很少，而目前台灣地區壽險業因預定利率下降，商品停售及投資型商品之興起也正處於商品大對決之狀態，競爭之激烈已白熱化。　　　本研究試以引用企業界分析策略群組之多元尺度分析法分析（MDS），分析國內二十家資本額二十億元以上之保險公司，先收集各保險公司之保單商品，以深度訪談方式，將產品分類，以MDS尋找其產品定位，探討其產品創新能力，並分成四個策略群組「產品領導群組」、「產品均衡群組」、「產品模仿群組」、「產品弱勢群組」，並對這四群做出以產品取得途徑、創新能力及速度、產品的廣度及深度、資金財務充裕性、掌握產品通路、整體人力資源配合性及經營規模等項目來說明其行為特性，策略群組與移動障礙。提出建議分析，以利保險公司取得競爭優勢。　　　The collection and analysis of the strategic groups for the life insurance business in Taiwan Area are all derived from the information of sales and business operations which provide the references of strategic plans. Relatively speaking, there are few studies progressing on relating information and researches from the point of view of products and strategic groups. Currently because of the decreasing of the reserved interest rate for life insurance business，the halt of selling products and the growing of investment-type merchandise are right in the state of fighting，the competition intensity has reached climax.　　　This study is trying to apply the Multi Dimensional analysis method that has been used in the analysis of strategy groups by enterprises to analyze 20 domestic insurance companies whose capital are more than $2,000 millions. Firstly collect insurance policies from various companies and categorize the policies through extensive visiting interviews；applying MDS to locate the product orientation，exploring product innovation ability，and separating products into four strategic groups 「Leader strategic groups」, 「Quick Follower strategic group」, 「Imitating strategic group」, and 「Laggard strategic group」. To analyze each of the four groups using the ways of product obtaining, innovation ability and speed, the expansion and the depth of products, ample financial/capital support, grasp of sales channels, cooperation of whole human power resources and the magnitude of business operation to explain the behavior characteristics, strategic groups and movement barriers. Suggestions and analysis will be issued for the benefit of insurance companies to have advantageous competition position.
显示于类别:	[企業管理學系(管理科學碩/博士班,非營利事業管理碩士班)] 博碩士論文-管理科學碩博士班

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