New Business Model for Inurance Marketing: Call Center Companies acting as An Insurance Agents

• Main Authors: Tsung-Ching Chen, 陳宗慶
• Other Authors: Pang-Tien Lieu
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/j989q3

碩士 === 國立臺灣科技大學 === 財務金融研究所 === 94 === In this case, we analyzed the insurance market in Taiwan, the marketing channel, and consumers’ attitude toward insurance. We want to figure out how service companies which provide consumer with integrated service can propose a much better strategy. Then we will discuss how this business model works under three aspects- financial, risk, and regulation factors. 1.In recently years, the insurance market in Taiwan is booming. However, most revenues come from insurance agents. That is to say the market channel is getting more and more important in the future. 2.In order to become more competitive in the market, insurance companies have to create versatile marketing strategies. The existing sales model relies on salespersons that cost the companies a lot. Because the new business model provides more efficient ways to promote the insurance products, it becomes a force that pushes this business to reform. 3.The service companies use telecommunication and internet to create new business model which emphasize on post-sales service than sales. The model allows consumers to shop and enjoy the service in one stop. The companies’ diversified services change consumers’ stereotypes about insurance. Their creative virtual channels online offer customers more convenient and value-added service. 4.Under the regulation, the intangible and specialized insurance products in the virtual channels must be subject to the exact transaction process, which prevent unnecessary customer complaints and moral hazard. Besides emphasis on transaction security, the business should use the new service technology to make the truncations abide by the law. 5.From the point of view of utility rate, it is very worthy for service companies to invest in insurance business. When they conduct the insurance business, they can leverage their resources and use their fixed cost investment more effectively. This procedure not only creates the largest asset value but also enhances the competitiveness of the companies.