整合行銷傳播(Integrated Marketing Communications，簡稱IMC)是企業進行市場營銷的傳播行為尋求一致性。被稱為「Speak With One Voice」的整合行銷傳播是將所有活動統一口徑傳達予消費者。自20世紀90年代起，整合行銷傳播遍歷市場營銷的重大發展，其目標明確、傳播精準的特性，在經濟全球化的趨勢下，不斷被各種產業廣泛運用及實踐，而金融風暴後，全球經濟不景氣導致壽險業為求生存，莫不戮力尋求生存之方，整合行銷傳播及在此時空背景之下廣受壽險業靈活運用，本研究歸納出五大因子：
1.消費者與潛在消費者資料庫：包含統計消費者心態及購買紀錄。
2.消費者行為趨勢分析：包含消費者未來將會採取什麼行動，及品牌忠誠的消費者行為。
3.企業整合行銷架構：企業為因應資訊爆炸而採取最受注目的行銷方式。
4.溝通策略：企業爭取潛在消費者試用本品牌產品、試用過後積極鼓勵繼續使用並增加用量、使他牌的忠誠者轉換品牌並建立起本品牌的忠誠度之效度分析，以及運用從業人員與資訊受播者之溝通策略。
5.傳播組合：包含廣告、直銷、產品包裝、商品展示、店面促銷活動公關及事件營銷。
並透過深度訪談，了解壽險業者的執行單位如何運用整合行銷傳播，依上述五大分析因子，爬梳壽險業者的執行單位如何運用整合行銷傳播，並歸納出整合行銷傳播運用於壽險單位之最佳化整合行銷模型，並就深度訪談稿中關於壽險業如何運用整合行銷傳播及其綜效。
Integrated marketing communication (hereunder “IMC”) is a communication behavior of an enterprise which carries on market marketing to seek consistency. IMC called “Speak With One Voice” is to unify the view criterion of all the activities to convey to the customers. As of the 1990s, IMC went through great development of marketing with the definite goal and precise communication feature and was extensively applied and carried out continuously by all kinds of industries under the trend of economic globalization. After the financial crisis, global economic recession made the life insurance industry spare no effort to seek the survival way for survival. IMC is extensively made a flexible application by the life insurance industry under such circumstance. The study sums up five main factors as follows.
1. Consumers and potential consumers’ database: Statistics of consumers' mentality and of purchase records are included.
2. Trend analysis of consumer behavior: What action taken by the consumers in the future and consumer behavior of brand loyalty are included.
3. Marketing framework of enterprise integration: An enterprise adopts the marketing way paid the most attention to in response to information explosion.
4. Communication strategy: An enterprise strives for the consumers to try out this brand product, aggressively encourages them to continue using to increase use amount after the trial, and makes the loyal users of other brands change the brand, establish the loyalty validity analysis of this brand and apply the communication strategy of marketing personnel and of the information conveyees.
5. Communication mix: Advertising, direct marketing, product package, product exhibition, public relations of the POS promotions and event marketing are included.
The study understands how the implementation unit of the life insurance proprietor applies IMC via in-depth interview, arranges how it applies IMC in accordance with the five main analysis factors above, induces integrated marketing optimization model of IMC applied in the life insurance unit and how the life insurance industry applies IMC and its synergy in the in-depth interview draft.
