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1 4. ( ) 1.. (M arketin g Chann el Distribu tion Ch annel) (Sets of interdep end ent organization s involved in the process of m aking a product or service available for use or consu m ption) 1). 2). 3).,. (satisfy d em and) (stim u late d em and) 4).,. 8 5). 1) Stern, Souis W. and Adel I. El-Ansary, Marketing Channels, Fourth Edition, Prentice Hall, 1992, p.1 2) /,,, 1994, p.227 3) Kotler, Philip, Marketing Management Fifth Edition, Prentice-H all, 1987, p.539 4) Stern & El-Ansary, p.1 5) Kotler, p.541

2 ( )5 (Research) (Prom otion) (Contact) offer(matchin g) (N egotiation) (Physical Distribution) (Financin g) (Risk Taking)..,. Zero-Base ApproachStatu s-qu o Ap proach.,.,. 6). Mixed 6).

3 6 Ap proach. 1) Ze ro-ba se Approa ch., 7).,,,,...,.,.,,,,.,..,,. 2) Status -Quo Approa ch 7) / p.235

4 ( )7.. Z ero-base. Zero-Base.. 3) Mixe d Approa ch Zero-Base Approach Statu s-qu o App roach.,. /.. 8). (Effectiveness), (Equ ity), (Efficiency) (3-E Persp ective). 8) Stern & EL-Ansary (1992), pp

5 8 1)., (Delivery) (Stim u lation)..,. (Physical Efficiency)(Fin ancial Efficiency).. 2). (=/ ), (=/ ), (=/ ).., CMPA (Channel Mem ber Perform ance Assessm ent). Kum ar (1991) () (), ( ), ( ), ( ), ( ).,,,,,, 7.

6 ( )9. 2. CMRA (Channel Mem ber Retu rn on Asset).,. - (,,, ) CMRA = , DPP (Direct Produ ct Profit)McKin sey & Co CMPA CMRADPP.,. 2.. IBM, Xerox, Kod ak...

7 10 9). ( ) (, ). (,, )(,, ).,,... (sales force), call centre 24 cu stom er loyalty (). (bu siness p artn er and distribu ter). Internet.. Dell com pu ter, Charles Schw ab, Fidelity Investm ent Ch annel Advantage., 9),..

8 ( )11 (chann el differentiation)., ( ) chann el advantage..,,... (Com p etitive Mix), (Su pplem entary Mix), (Supp ortive Mix). (Hybrid Mix).. 1) (intensive channel coverage),.,.,, TM, CM (<-1> ).

9 12 <-1> <>, T M, CM < >, T M, CM < >, TM,, CM 2) (selective ch annel coverage). TM,, (<-2> ). <-2> <> T M < > < >

10 ( )13 3) (Integrative Ch annel Mix). TM (<-3> ).. 10). <-3> <> CM 10) 5., lead generation - lead qualification - selling proposing - close of sales - post sales fulfillment & support. 5 lead generationlead qualificationsupport low-cost. hand-off.

11 14 4) ,,, TM.. TM, TM,, (<-4> ). <-4> < >, <> TM CM (profitability). 11). 11) 60%

12 ( )15... (Multip le Criteria Decision Making).. (Com prom ising M odel) (N on-com p rom ising M od el) 12). 1).,.. < -1> ), Art of Management Decision,, 2000, p.195

13 16 Maxim ax, M axim in, (Conju ntive M ethod). Maxim ax (80, 90) ( ). Maxim in (60, 50)( ) ,.. 2)..,, TOPSIS, LIN MAP..

14 ( )17. TOPSIS(Techniqu e for Order Preference by Similarity to Ideal Solution) (Euclidean Distance). LINMAP(Linear Program ming Techniqu e for Multi-dim ensional Analysis of Preference)TOPSIS.. ( ).. (channel shift). direct channel... * (UAP, ) UAP(AXA) BN P. UAP.

15 18 * (IN G, ) IN G %, (,, ), (,, ),,,,,.. 1)... 2) (: field rep ).

16 ( )19 3) () (m arket grow th rate)

17 (Insurance Marketing Channel Insurance Distribution Ch annel)..,. (Sales Chann el)(sales Organization) ( )., 13)14)... (Lead). ( ).. 13),,, 2000, p )..

18 ( )21. 15). ( ) ( ).,,,,,,,. 1),,,.,,,,,.,..,,.. 2). 15) Farni, Dieter, Viersicherungsbetriebslehre, 2 Auflage, VVW Karlsruhe, pp , 1995

19 22..,. 3)... 4),,.,,,,.,. 5). ( ), / /.

20 ( )23 6),,,,,,.,,.,.. 7). /,. / / / /. 8) / / (,, )..

21 24. 1). < -2> ( / ) Direct Mail (, ) ( ( ) ) DB Tele (, ) Marketing ( DB ) Internet / Marketing / / ( ) ( ) ( )

22 ( )25 (Broker) () ( / ) / ( ( ) ) / / ( ) / ( ) :. 2) 16). < -3> ) (),,, 1995.

23 () ( ) ( ) ( ) / () / TV 44 ( ) FAX (answer) (tie-up) 50

24 ( )27 17). ) < -4> *, / *. * *,,,. *. *. * * *,. * *,. *, * *, * *, * *, * * *. *, *, * * 17),.

25 28 ) < -5> * * * *,.. * * * * *, * * *, * *, * * *. * *,, *,,,, *, *

26 ( ) < I>,,. ( ) 18) < I>., 19). 20) /.. Stevens(1994), (1996) 21), ( ) Conning & Com p any (1995) 22), TM 18) (1995), 19). 20). 21) Stevens, Elizabeth, Death of the salesm an? : Changing distribution p atterns in european insurance, Lafferty publication, 1995.,,,, ) Conning & Comp any, The independent property-casu alty Agent : The

27 30 4(1998), 3(1999) 23), Conning & Com p any (1994), / (2000) 24), Cats-Baril & Jelassi (1994), LOMA (1995), William s(1996), (2000), Mulligan (2000) 25), Berger, Cum m ins & Weiss(1994), / (1999) 26).. (1998) ( ).,, Squeeeze is still on, ), SWIP. 24) Conning & Company, Banks in Insurance: Annuities are ju st the beginning, /,, , pp ) Cats-Baril, William s and Tawfik Jelassi, The French Videotex System Minitel, MIS Qu arterly, March LOMA, The internet and online service, Conning & Company, The Internet: The next distribution system for life insurance products?, The Conning Commentary, William s, George F. (1996), N o need to ru sh the net, American Agent & Broker, 1996.,, 2000,, Mulligan, Ian H., e-business in the Insurance Industry, 6, ) Berger, Allen N., J. David Cummins & Mary A. Weiss, The Coexistence of Alternative Distribution System s for the Same Financial Services, 1994 ARIA meeting, /,,,

28 ( )31.. (1998) 27) TM,.,... TM..,. 27),,,,,

29 , /,..

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歯연보00-10.PDF