A Probe To The Marketing Strategy Of Life Insurance In East Area- Example: Life Insurance Company A

• Main Authors: Yu-Dian Cai, 蔡育典
• Other Authors: 郝充仁
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/fsr4cq

碩士 === 淡江大學 === 保險學系保險經營碩士在職專班 === 94 === Thesis Excerpta: By taking A Life Insurance, No.1 player in Taiwan life insurance market as an example, with basis theory of organization study and consumer behavior, in the mode of questionnaire to staff and customer, it is supposed to discuss how to execute the management. And hereby it hopes to explore further by studying learning organization on how managers do the training? What kind of manager is expected by the salesman in the transforming era? Do customers make the consumption decision based on their self-demand? And so on questions. This study is based on three main hypotheses: First, the marketing staff provides the needful insurance products to the customers according to their demand. Second, the organization’s strategy is influencing to staff’s marketing principal axis. Third, the organization’s bonus policy is influencing to staff’s marketing principal axis. Further more, it discussed how the statistics of staff number changes in A Life Insurance influenced the organization structure and management. The research analyzed 285 questionnaires, including 239 from salesman, 46 from customers, by the tool of statistics software SPSS13.0 and measure of variance number analysis and cross regressive analysis, to verify three hypotheses. However, with further discussion, the research comes to an important conclusion: the salesman market products in a professional demand-oriented service mode, but because of organizational or individual factors, self-hypnogenesis, they intend to push the un-demanded products to customers. In addition, the research finds that in a learning organizational structure, the salesman have thrown the traditional way of forcing marketing by connections. The salesman insists on professional knowledge, marketing experience and process; they want their managers with practical marketing experiences and training ability. Also, A Life Insurance is facing salesman aging problems. A majority of salesman will retire soon and more freshmen are in great need. However, talking about the thorough structure, A Life Insurance’s interest from efficiency growth tends to impact the operation of learning organization. According to the research, if A Life Insurance wants to achieve thorough operation of learning organization, there tends to be inconformity between the efficiency and learning organization conversion.