市場導向、企業優勢、成本競爭、經營方向調整與業務績效之關聯性研究-以H人壽保險公司為例

Abstract

為使企業經營更具競爭力，市場導向議題於近年獲得經營者高度重視，國外已有研究支持市場導向理論，但過去的文獻中以台灣的人壽保險業為研究對象並不多見，本文目的在探究於國外已有研究支持的市場導向理論，是否適用在台灣市場？是否可以發展出人壽保險業於市場導向的一般性理論。

本研究以集團財力穩健，極具發展空間、專精退休領域、商品特色的台資中型保險公司為研究對象，並以社會大眾進行網路問卷調查，使研究結果貼近市場需求，提供經營管理階層在未來策略擬定上能更有效率。224份問卷成功驗證Narver and Slater （1990）的市場導向理論，確認市場導向理論在該人壽保險公司之適用性。

本研究亦找出社會大眾對此次公司經營方向調整的看法，研究結果發現，本次經營方向調整與業務績效有顯著且負向的關聯性。

To make business more competitive, the issues of market orientation were obtained to the operator attaches great importance in recent years.The abroad study has been to support market- orientation theory, but in the past literature to Taiwan for the study of the life insurance industry is rare, this is the purpose of exploring for studies abroad in support of market- orientation theory, applicable in the Taiwan market? Feasibility of developing a market- orientation general theory in life insurance industry.

In this study,we find the group that has several features of financial stability, great space for development, retire areas of specialization, product characteristics, medium-sized Taiwan-invested insurance company for the study, and to perform the first line of sales and marketing colleagues conducted a questionnaire interview, so that research results close to the market needs and provide business management strategies developed in the future, and more efficient. Sales colleagues were successfully validated Narver and Slater (1990) theory of market- orientation in 200 questionnaires,we confirm market- orientation theory is applicabe to Taiwan.

The study also identified the company's sales and marketing colleagues to response of new strategies, The research had found that this adjustment of business strategy and corporate performance has a significant and negative correlation.