壽險業創新行銷通路新思維－－聯盟風險管理理論基礎

A Novel Thinking of Life Insurance Industries on Innovative Marketing Channels

本文以行銷理論、風險管理理論、策略聯盟理論之整合方法，針對如產險業與 車商保代之聯盟，建構壽險業創新行銷通路之思維，提供聯盟風險管理理論基礎之 初探為研究目的。本文建議壽險業除維持現有之主流通路商之外，可運用聯盟風險 管理之概念，透過網路科技、大數據及物聯網之工具，提供消費者較完整之聯盟風 險管理服務，開拓非金融機構(如保全業)之聯盟合作關係，以創新行銷通路。

This paper takes an integrated approach to acquire a theory, and the theoretical basis mainly includes marketing, risk management, and strategy alliance. For example, the car dealers have the alliance with property and casualty insurance industries. This paper constructs a novel thinking of life insurance industries on innovative marketing channels with the theoretical basis of allied risk management for fundamental research purposes. Besides keeping the existing main distributors, this paper suggests life insurance industries may use the concept of allied risk management through the tools of internet technology, big data, and internet of things to provide consumers with the overall allied risk management service so as to expand the alliances with non-financial institutions for innovative marketing channels.