| Summary: | 碩士 === 淡江大學 === 管理科學研究所碩士班 === 95 === Human Insurance, indispensable product and industry to individual、family、interprise and country, is a kind of social business, including both function, “Insurance” and “Deposite.” However, following the trend of globalization, the market has faced strong competition, including multi-business, openness of finance laws, various insurance products, multi-channel to products and customers’ changing and diversed needs to the product. To get away from the competitive and blooded red sea, the enterprise should stop use the strategy of adjusting price, differentiation of products, imitation of other company, but try to build an undeveloped, potential and profitable blue sea market
In order to create undeveloped blue sea market, human insurance enterprise should create product’s additional value to promote enterprise competitive advantage by focusing on customer’s needs and unsatisfied needs to improve original products design and provide more highly valued new product mix design. Besides, combining additional insurance service can also be a strategy to avoid market competition. Owing to the reason that human insurance has enormous customer database which can be used for data mining to discover useful marketing information. Therefore, the research takes the concept of market segmentation and demand chain, used the method of Cluster Analysis to divide into five groups, Association Rules to discover each group’s customer’s needs and unsatisfied needs to design new product mix and provide additional service.
|
|---|
