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| Title: | 打造輕資產化公司與4C策略之研究-以中國大陸C公司為例
Research of Building a Lightweight Asset-Based Company and 4C Strategy-Taking Mainland China C Company as an Example |
| Authors: | 簡淑華
Chien, Su-Hua |
| Contributors: | 巫立宇
Wu, Lei-Yu
簡淑華
Chien, Su-Hua |
| Keywords: | 策略行銷4C架構分析
保險獨立代理人
輕資產化
O2O2O
互聯網保險
中國大陸保險中介行業
人工智能呼叫中心 |
| Date: | 2020 |
| Issue Date: | 2020-08-03 17:42:17 (UTC+8) |
| Abstract: | 中國大陸自從2001年正式加入WTO後，對外商投資開放政策陸續實施，外國公司大舉進入中國市場，儘管中國對加入WTO的承諾有許多並未兌現，但是中國加入WTO後，因為全球化浪潮對中國帶來的巨大利益，互聯網對中國市場也有重大的影響，互聯網就以爆炸性的速度在中國大陸全國境內快速成長。
在這樣的背景下，中國大陸的消費者需求，互聯網平台在中國的發展有巨大空間與潛力與影響力，互聯網對每個人也產生巨大的吸引力與黏著度。從2012年以前的資訊互聯網時代，進化到2015年的消費互聯網時期，2015年再進行到現在移動互聯網的服務新模式，互聯網的深度運用與廣度發展，使得互聯網平台經濟在中國大陸無所不在。
2015年，中國大陸的政府金融保險監管部門，明確給出『產銷分離』政策指標，即保險公司僅需專注於保險產品研發及最終承保，其他例如保單銷售、諮詢、鑑價等業務交給保險中介機構經營。中國大陸金融保險行業，近十年平均以20%在增長，是所有產業中增長最大的，其最大的增長原因皆與互聯網平台息息相關。
本研究個案背景，乃在面臨新互聯網時代來臨，因應行銷渠道互聯網化趨勢，個案公司跨產業合作，以多產品、多渠道、多平臺共建合作項目，打造互聯網+健康產業+金融保險的服務圈，以交叉行銷、數據共享模式，發揮跨產業綜效的優勢。
本個案研究以邱志聖 (2014)策略行銷分析架構與實務應用之4C行銷架構，為本個案研究理論基礎，依據外顯單位效益成本、買者資訊搜尋成本、買者道德危機成本、買者專屬陷入成本4C策略方向，分析個案公司如何降低與各個跨產業多元行銷模式合作方之間的外顯單位效益成本與內隱交換成本，彼此以優勢相乘效果為目標，使研究個案公司有效降低公司資本投入，提高資本回報率，達到輕資產化綜效。
綜合本研究所探討，銀保監會在10年內持續出台法規改革保險業傳統價值鏈關係，保險中介行業『新服務價值鏈』是大勢所趨，價值鏈重構趨勢下，必定加速驅動專業中介產業發展﹔而借助互聯網化智能科技與展業模式不斷推新是中國大陸保險業未來的趨勢，互聯網化在一定程度上能有效降低獲客成本、提高銷售額與提升服務品質﹔
個案公司以智能科技為核心，借助互聯網平台優化運營流程，與其合作群即以『大健康生態圈』為主軸，善用大數據庫管理，借助移動互聯網技術，提升服務水平，切進客戶實質需求，慢病人群、健康人群得以得到不同的服務，藉以挖掘長尾保險客戶族群，在競爭劇烈及平台經濟浪潮推湧下，專業中介機構得運用智能科技互聯網鏈接各種合作夥伴的能力，強強相加，升級核心競爭力。
『渠道為王、順勢而為、致勝關鍵』。
Since Mainland China officially joined the WTO in 2001, the policy of opening up foreign investment has been implemented, Foreign companies have entered the Chinese market on a large scale, although many of China’s WTO commitments have not been fulfilled, however, after China`s accession to the WTO, because of the huge benefits that the wave of globalization has brought to China, the Internet has also had a significant impact on the Chinese market, and the Internet has grown rapidly throughout the mainland of China at an explosive rate.
In this context, the needs of consumers in mainland China, the development of the Internet in China has huge space and potential and influence, the Internet also has a huge attraction and stickiness for everyone. From the era of information Internet before 2012, it evolved to the era of consumer Internet in 2015, and then to the new model of mobile Internet services in 2015. The deep use and development of the Internet have made the Internet ubiquitous in Mainland China.
In 2015, the government financial and insurance supervision department in mainland China clearly stated the policy of "separation of production and sales", that is, insurance companies only need to focus on insurance product development and final underwriting, and other services such as policy sales, consulting, and valuation are handed over to insurance. The financial and insurance industry in mainland China has been growing at an average rate of 20% in the past decade. It is the largest growth among all industries, and its biggest growth reasons are closely related to the Internet.
The case background of this research is in the face of the new Internet era. In response to the trend of Internet marketing channels, the case companies cross-industry cooperation, build multi-product, multi-channel, multi-platform cooperation projects to create Internet + health industry + financial insurance services Circle, with crossmarketing and data sharing models, to take advantage of cross-industry synergy.
This case study uses Dr. Jyh-Shen Chiou, (2014) strategic marketing analysis framework and practical application of 4C marketing framework as the theoretical basis of this case study. according to the 4C strategy direction of explicit unit benefit cost, buyer information search cost, buyer moral crisis cost, and buyer-specific cost-in-cost, analyze how the case company reduces the explicit unit benefit cost with various cross-industry multi-market marketing model partners With implicit exchange cost, the goal of multiplying the advantages of each other is to make the research case company effectively reduce the company`s capital investment, improve the return on capital, and achieve asset-light comprehensive effect.
Comprehensive Institute of Discussion, The CIRC will continue to introduce regulations to reform the traditional value chain relationship of the insurance industry within 10 years. The `new service value chain` in the insurance intermediary industry is the trend. Under the trend of value chain restructuring, must accelerate the development of professional intermediary industry; With the help of Internet-based intelligent technology and exhibition industry model continue to push the trend of China`s insurance industry in the future,Internetization can effectively reduce the cost of receiving customers, improve sales and improve service quality; ﹔
Case companies focus on smart technology,Optimize your operations with the Internet platform,With its cooperation group is to the `big healthy ecosystem` as the main axis,Make good use of large database management,With mobile Internet technology,Improve service levels,Cut into the customer`s real needs,Slow patient population,Healthy people get different services,by tapping into the long tail insurance customer community,Under the high level of competition and the wave of platform economy,Professional intermediaries have to use the ability of smart technology Internet to link various partners,Strong and strong together,Upgrade core competencies.
『Channel for the king,The trend is in order, Key to success』。 |
| Reference: | 邱志聖(2014)。策略行銷分析架構與實務應用。台北市：智勝文化。
巫立宇‧邱志聖(2015)。銷售與顧客關係管理。台北市：新陸書局股份有限公司。
Philip Kotler（2017），行銷4.0：新虛實融合時代贏得顧客的全思維，天下。
Philip Kotler, Hermawan Kartajaya, Iwan Setiawan,(2016)，「Marketing 4.0: Moving from Traditional to Digital」，Wiley。
中國大陸法規公布《關於改革完善保險營銷員管理體制的意見》的通知
資料來源：中國銀行保險監督管理委員會，2010年10月21日
http://www.cbirc.gov.cn/cn/view/pages/ItemDetail.html?docId=898184&itemId=915
中國大陸法規公布《中國保監會關於深化保險中介市場改革的意見》
資料來源：中國銀行保險監督管理委會，2015年9月23日
https://www.cbirc.gov.cn/cn/view/pages/ItemDetail.html?docId=365121&itemId=928&generaltype=0
中國大陸法規公布《保險代理人監管規定（徵求意見稿）》再次公開徵求意見
資料來源：中國銀行保險監督管理委員會，2020年4月16日
http://www.cbirc.gov.cn/cn/view/pages/ItemDetail.html?docId=898184&itemId=915
中國大陸保險主管機關：中國銀行保險監督管理委員會
http： //www、cbirc、gov、cn/cn/view/pages/index/index、html
中國大陸保險行業協會：中國保險行業協會
http： //www、iachina、cn/
中國大陸政府2020年對保險代理人監管規定公開徵求意見方向
資料來源：中國銀行保險監督管理委員會 資料時間：2020年04月16日
http： //www、cbirc、gov、cn/cn/view/pages/ItemDetail、html?docId=898184&itemId=915
中國大陸2019年度互聯網人身保險市場運行情況：
資料來源：中國保險行業協會 資料時間：2020年03月26日
http： //www、iachina、cn/art/2020/3/26/art_22_104430、html
中國大陸保險代理人與保險經紀人相關的《保險法》條文
資料來源：中國銀行保險監督管理委員會http://www.cbirc.gov.cn/cn/view/pages/ItemDetail.html?docId=879931&itemId=927 ，2019年12月29日 |
| Description: | 碩士
國立政治大學
經營管理碩士學程(EMBA)
106932008 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0106932008 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202000765 |
| Appears in Collections: | [經營管理碩士學程EMBA] 學位論文
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