The study of services marketing strategies on insurance industry －A case of the C company

• Main Authors: Judy Chien, 簡之怡
• Other Authors: James Hu
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/pfyap5

碩士 === 國立臺北科技大學 === 工業工程與管理系所 === 94 === In this fast changing era, the biggest problem which enterprise faces is the need for flexibility to respond to ever changing customer demands, also competition is intense. Modern society is increasingly a service society. The economic dynamic is service orientation. In this〝new economy〞better service augments ability to compete successfully. Thus the strategy for marketing, sales and management becomes crucial. The insurance industry thrived for 40 years under governmental protection and control. After globalization and free economy made a great impact on Taiwian, the competition in the insurance industry become more fierce.Therefor the subject on strategy of marketing is an important topic. How to be more efficient under the system we have now, will rely on a correct marketing strategies and management system, thus to provide compatible solutions for business expansion according to satisfaction of customer needs to optimize the company services and day to day operations. This paper’s focus is on special characteristics of insurance marketing. The purpose is to underscore the difficult position we’re in now, and to aid our understanding. Then we can come up with solutions, emphasizing an enterprise must pay more attention on changing marketing environment to successfully modify it’s concept for sales and marketing. In this way, modifying the past stagnant sales strategy, the〝new〞concept must be oriented twards favorable service to customer,or simply〝user friendly〞customer service. Establishment of financial holding companies became a competitive factor, therefore enhancing competition. This cross selling straegy is marketing main stream under such structure, increasing efficiency and effectiveness, thereby enhancing services to customers became an inevitable challenge for insurance sector firms. Company’s had to set up a new〝corporate culture〞focusing on customer centered services. So a new strategic thinking emerged.