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| Title: | 應用資訊科技建構保險商品通路服務創新模式對其營運績效影響之研究
Study of Applying Information Technology to Construct the Channel Service Innovation Model of Insurance Product and Exploring the effect of Operating Performance |
| Authors: | 劉家昌
Liu, Chia-Chang |
| Contributors: | 李有仁
陳江明
Li, Yu-Zen
Chen, Jiang-Ming
劉家昌
Liu, Chia-Chang |
| Keywords: | 資訊科技
創新服務模式
社群平台
通路行銷
數據分析
Information technology
Service innovation model
Social platform
Channel marketing
Data analyze |
| Date: | 2018 |
| Issue Date: | 2018-10-01 12:06:17 (UTC+8) |
| Abstract: | 資訊科技(IT, Information Technology)發展至今雖僅短短數十年，但對人類生活的影響卻非常大，有些地方甚至改變人類原來的生活面貌，如網際網路、智慧型手機。對企業而言，利用資訊科技提升其經營效率、改變企業的競爭本質更是重中之重。
本研究主要應用資訊科技來建構保險商品通路服務創新模式與營運績效間之關係，研究方法主要利用資訊與網路科技，在所建置的平台上，包含社群平台、電子商務平台、Face Book、網頁…等來監控其網路流量，最終分析其與實際營業績效之相關影響。本研究結合了資訊科技、創新服務架構、全家便利商店FamiPort通路行銷，來分析其與營運的相關性與效果、並試著從其中探索最佳化的服務創新商業行銷模式。主要研究對象雖然以保險商品為主，但行銷商業模式基本上是可以延伸到其他相關服務產品。
研究所使用有關資訊科技的範圍主要聚焦在現行消費者使用最廣泛、影響也最大的社群軟體上。這些社群軟體個別在產品行銷上都有一定的功用。本研究將利用相關分析與迴歸分析執行完整的相關與相互影響分析，並透過保險商品的實證研究，收集相關數據，得到一個具體可行的服務創新組合模式，利用此一組合模式探討企業行銷效能、提升企業的整體行銷與營運成果與在業界的競爭力。
透過長時間的數據蒐集與實證研究後，本研究基本上可以驗證此商業模式的可行性。研究雖然僅以保險商品為探討對象，但是研究結果期望能夠應用到其他實體產品與服務商品上，並展現出一定的成效。畢竟現在是個全球化的經營環境，是資訊科技當道的時代。研究結果將會影響整個台灣社會的服務創新行銷模式，也會有一定的學術貢獻。
The development of information technology (IT,Information Technology), although only a few decades ago, has a very large impact on human life, and some places even change the original life of human beings, such as the Internet, smart mobile phones. It is the most important for enterprises to use information technology to improve their operating efficiency and to change the competitive nature of enterprises.
This research mainly uses information technology to construct the relationship between the insurance product channel, service innovation model and the operating performance, the research method mainly utilizes the information and the network technology, on the platform which constructs, contains the social platform, the electronic commerce platform, face book, webpage… to monitor its network traffic, and finally analyze its relevance to the actual operating performance.
This research combines information technology, innovation service architecture, family convenience store on Famiport channel marketing to analyze its relevance and effect to the operation, and try to explore the optimized service innovation Business marketing model. Although the main subjects are mainly insurance products, the marketing business model can
be extended to other related services.
This combination model is used to explore the marketing efficiency of enterprises, to improve the overall marketing and operating results of enterprises and their competitiveness in the industry. After a long period of data collection and empirical research, this study can basically verify the feasibility of this business model.
Although the research is only on the subject of insurance products, the research results are expected to be applied to other physical products and services, and show some results.
After all, it is a globalized business environment and an era of information technology. The results of this study will affect the service
innovation marketing model of Taiwan society as a whole, and will also have some academic contributions. |
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| Description: | 博士
國立政治大學
資訊管理學系
100356505 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0100356505 |
| Data Type: | thesis |
| DOI: | 10.6814/DIS.NCCU.MIS.026.2018.A05 |
| Appears in Collections: | [資訊管理學系] 學位論文
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