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
( )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).
6 Ap proach. 1) Ze ro-ba se Approa ch., 7).,,,,...,.,.,,,,.,..,,. 2) Status -Quo Approa ch 7) / p.235
( )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.494-534
8 1)., (Delivery) (Stim u lation)..,. (Physical Efficiency)(Fin ancial Efficiency).. 2). (=/ ), (=/ ), (=/ ).., CMPA (Channel Mem ber Perform ance Assessm ent). Kum ar (1991) () (), ( ), ( ), ( ), ( ).,,,,,, 7.
( )9. 2. CMRA (Channel Mem ber Retu rn on Asset).,. - (,,, ) CMRA = ------------------------------------------------------------------ +, DPP (Direct Produ ct Profit)McKin sey & Co.1960. CMPA CMRADPP.,. 2.. IBM, Xerox, Kod ak...
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),..
( )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> ).
12 <-1> <>, T M, CM < >, T M, CM < >, TM,, CM 2) (selective ch annel coverage). TM,, (<-2> ). <-2> <> T M < > < >
( )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.
14 4) 3. 20 30,,, TM.. TM, TM,, (<-4> ). <-4> < >, <> TM CM (profitability). 11). 11) 60% 7.. 1996.
( )15... (Multip le Criteria Decision Making).. (Com prom ising M odel) (N on-com p rom ising M od el) 12). 1).,.. < -1> 70 80 60 90 50 40 12), Art of Management Decision,, 2000, p.195
16 Maxim ax, M axim in, (Conju ntive M ethod). Maxim ax (80, 90) ( ). Maxim in (60, 50)( ).. 6050...,.. 2)..,, TOPSIS, LIN MAP..
( )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). 1990 BN P. UAP.
18 * (IN G, ) IN G 1990. 80%, 600.... (,, ), (,, ),,,,,.. 1)... 2) (: field rep ).
( )19 3) () (m arket grow th rate).... - - - - - - - -. - - - - -
20 3.. (Insurance Marketing Channel Insurance Distribution Ch annel)..,. (Sales Chann el)(sales Organization) ( )., 13)14)... (Lead). ( ).. 13),,, 2000, p.197 14)..
( )21. 15). ( ) ( ).,,,,,,,. 1),,,.,,,,,.,..,,.. 2). 15) Farni, Dieter, Viersicherungsbetriebslehre, 2 Auflage, VVW Karlsruhe, pp.622-663, 1995
22..,. 3)... 4),,.,,,,.,. 5). ( ), / /.
( )23 6),,,,,,.,,.,.. 7). /,. / / / /. 8) / / (,, )..
24. 1). < -2> ( / ) Direct Mail (, ) ( ( ) ) DB Tele (, ) Marketing ( DB ) Internet / Marketing / / ( ) ( ) ( )
( )25 (Broker) () ( / ) / ( ( ) ) / / ( ) / ( ) :. 2) 16). < -3> 01 02 03 04 05 06 07 08 09 10 11 16) (),,, 1995.
26 12 13 14 15 16 17 18 19 20 () 21 22 ( ) 23 24 ( ) 25 26 27 ( ) 28 29 30 31 32 33 34 35 / () 36 37 / 38 39 40 41 42 43 TV 44 ( ) 45 46 FAX (answer) 47 48 49 (tie-up) 50
( )27 17). ) < -4> *, / *. * *,,,. *. *. * * *,. * *,. *, * *, * *, * *, * * *. *, *, * * 17),.
28 ) < -5> * * * *,.. * * * * *, * * *, * *, * * *. * *,, *,,,, *, *
( )29 4. - < I>,,. ( ) 18) < I>., 19). 20).. 5.. /.. 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.,,,, 1996. 22) Conning & Comp any, The independent property-casu alty Agent : The
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, 1995. 23), SWIP. 24) Conning & Company, Banks in Insurance: Annuities are ju st the beginning, 1994. /,, 2000.8, pp.7-30. 25) Cats-Baril, William s and Tawfik Jelassi, The French Videotex System Minitel, MIS Qu arterly, March 1994. LOMA, The internet and online service, 1995. Conning & Company, The Internet: The next distribution system for life insurance products?, The Conning Commentary, 1995. William s, George F. (1996), N o need to ru sh the net, American Agent & Broker, 1996.,, 2000,, 2000.6.23 Mulligan, Ian H., e-business in the Insurance Industry, 6, 2000.8.24 26) Berger, Allen N., J. David Cummins & Mary A. Weiss, The Coexistence of Alternative Distribution System s for the Same Financial Services, 1994 ARIA meeting, 1994. /,,, 1999.12.
( )31.. (1998) 27) TM,.,... TM..,. 27),,,,, 1998.3.
32....., /,..