| Summary: | 碩士 === 輔仁大學 === 應用統計學研究所 === 92 === Taiwan’s 2002 life insurance market share reached 1.35%, far exceeding the 1% mature market boundary. In Taiwan’s insurance market which has national health insurance and where the average person insures 158%, the government passed a law to allow non-life insurance companies to compete in the medical insurance market. In such a competitive market, how can insurance companies use marketing strategies to expand market share and earn profit in a low interest rate and rising cost market?
This study investigates the residents in Taipei using a personal survey method. 1,040 usable questionnaires were received. Research methods used include chi-square test, cross analysis, factor analysis, cluster analysis, and discriminate analysis. To help the industry to segment the market, these research methods were used to reduce the factors of consumers buying life insurance and to classify consumers into several categories.
In the primary analysis process, the entire surveyed population were used to analyze buying behavior and repurchase willingness. Secondarily, factor analysis was used to draw out six factors of consumer buying life insurance behavior and segmenting consumers into three kinds: service-directed, reasonable planner, and promotion-directed. Analyzing further the different consumer types’ buying behavior and repurchase willingness, the following are each groups’ characteristics and suggestions to the insurance industry:
1.“Service-directed” consumers consider not only the services person’s attitude and professionalism but also the service system and credit of the insurance company. Insurance companies need to have a top-quality service system to win these consumers.
2.“Reasonable planners” decide their insurance policy buying direction according to natural disasters or economic changes and choose their insurance product and company practically. Having a higher insuring rate and being more reasonable, they are increasingly purchasing life insurance in banks. Insurance businesses can use investment-linked policies and annuity insurance as marketing strategies to attract them.
3.“Promotion-directed” consumers consider the insurance company’s advertising and the product promotions. Insurance company can use traditional products to target this group which has a lower insured rate.
|
|---|
