| Summary: | 碩士 === 淡江大學 === 保險學系保險經營碩士在職專班 === 96 === In order to enhance international competitiveness of the financial institutions and to construct a comprehensive domestic financial system to follow the trend of global financial deregulation and internationalization, our government has been aggressively encouraging the merger of financial institutions. The Financial Institutions Merge Act and the Financial Holding Company Act were implemented in 2000 and 2001, respectively, which initiated the movement towards domestic financial institution merges. So far, 15 financial holding companies have been established through mergers. Under the trend of integration of financial “banking”, “insurance” and “securities”, the most desirable outcome looked forward to by the financial businesses is the overall performance which can be achieved by the financial holding companies through the integrated marketing activities. With the development of each generation, the sales model of life insurance industry has been evolving from the conventional face to face marketing, counter marketing at the bank, telemarketing, direct marketing, media marketing, and several other marketing channels. How should life insurance sales representatives, faced with the era of diversified marketing channels, reposition their role to develop their advantages and create new businesses through integrated marketing is an important topic that is worth further studying.
The study subject of this research is the financial holding companies focusing primarily on the life insurance business. The objective of this research is to determine the effect of the integrated marketing conducted by life insurance sales representatives of the financial holding companies. Using relevant regulations and literatures as the fundamental framework and by using company study cases and in-depth interviews with the managers as main methods, we attempted to derive a conclusion upon the information collected. It is our hope that the conclusion from this research will be of positive value to the integrated marketing business model of the financial holding companies in the future. Based on the result from the research, the conclusions are derived as below:
1.Property insurance is the best integrated marketing tool for sales representatives on top of the loan and credit card products.
2.Education trainings and professional licenses are the foundations of integrated marketing for salesrepresentatives. Attitudes and habits are, however, the key to success in integrated marketing.
3.The systems of the entrepreneur information management platform and the customer relationship management (CRM) are beneficial requirements in achieving efficient integrated marketing results.
4.The integrated marketing has a positive influence on the business management as well as organization development for the life insurance department.
5.The sales representatives can expand their source of future clients and deepen the client relationship through integrated marketing, which is a positive effect for life insurance marketing.
6.The sales representatives for life insurance products have absolute advantages in conducting integrated marketing activities.
7.The critical key for the financial holding companies to success in integrated marketing is overall diversified integration. Integrated marketing is not simply the daily job of the sales representatives, for it takes collaborative support from the entire entrepreneurial resources in order to succeed.
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