頁籤選單縮合
題名 | 生命禮儀業者的成長策略--龍巖股份有限公司=Growth Strategy of a Funeral Business: Lung Yen Life Service Co., Ltd. |
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作者 | 黃秀英; 欒錦榮; 謝明慧; 黃怡婷; Huang, Hsiu-ying; Luan, Chin-jung; Hsieh, Ming-huei; Huang, I-ting; |
期刊 | 產業與管理論壇 |
出版日期 | 20130900 |
卷期 | 15:3 2013.09[民102.09] |
頁次 | 頁72+74-94 |
分類號 | 489.67 |
語文 | chi |
關鍵詞 | 生命禮儀產業; 生前契約; 龍巖; Funeral business; Pre-need insurance; Lung Yen; |
中文摘要 | 台灣民眾對於生命禮儀產業的觀念,在大型集團業者進入此產業後,有了很大的突破,認為殯葬服務業不再是「黑色產業」,而是高品質、高專業的服務業。生命禮儀業者龍巖,看好生前契約產品的龐大商機,於1997年開始推出該商品,積極經營,10 年來獲得極佳的成果,而且已是生命禮儀業者第一品牌。不過近年來,龍巖發現占公司營業額大半的生前契約,雖然市場滲透率仍低,但卻出現業績停滯、欲振乏力的現象,龍巖不得不開始考慮是否該改變公司的成長策略。未雨綢繆的高階管理者正在考慮是否應集中火力,繼續投入資源,積極瞄準目前滲透率僅3%的生前契約市場;或是重新進入「長期照護產業」,由身故服務延伸至生前服務,以有效強化龍巖的成長力度,為龍巖締造下一波成長高峰。 |
英文摘要 | Since large and professional companies enter funeral business market, Taiwanese people have no longer labeled the funeral business as a “dark business”, rather, they now take it as a high-end service business that requires expertise. The leading brand of funeral business, Lung Yen Life Service Co., Ltd., introduced pre-need insurance to the market in 1997, and has gained fruitful results. However, despite the very low market penetration (about 3%), the sales volume of pre-need insurance has stopped growing for recent years. Lung Yen’s general manager, Liu, is now considering whether to keep seeking opportunities in the pre-need insurance market, or to reenter a new business, long-term care business, for future growth of Long Yen. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。