| Summary: | 碩士 === 元智大學 === 管理研究所 === 97 === After the globalization and the free-marketization of the financial system, insurance companies faced increased market competition. The recent fluctuation of global economy adds environment variables to the insurance market. Facing environmental changes and fierce competition, the insurance companies strive to reduce the operating pressure and maintain market share by starting business partnership with insurance brokerage companies. Under such condition, the status of insurance brokerage companies becomes more and more important.
This study deploys case studies method. The project examines a case insurance brokers company’s operative planning strategies: its development of brand strategy, service quality strategy and internal marketing strategy. These strategies would constitute the case company’s core values for strengthening market competition. This case study particularly explores the connection between these core strategies and the company’s competitive advantages. The project’s findings are summarized as follows:
1. The development of brand strategy: Internally, help business create a personal brand to assist its transition to becoming professional consultant or financial-planning consultants by promoting the integration of internal corporate culture, enhancing professionalism and service capacity, and improving customer database maintenance and customer relations. Externally, exercise caution in selecting provider insurance companies, pay particular attention on the stability of the provider companies’ capital reserve, product development capabilities, and service capabilities.
2. The development of service quality strategy: The product of insurance company is a long-term contract; thus, for an insurance brokerage company, the key to profit is to ensure the continuation of the insurance contract. Essential practices used to achieve this goal are providing appropriate insurance policies and products, as well as offering quality after-sales service. Also, it is very important to enhance customer satisfaction through quality service so as to ensure customers continue to receive the protection offered by the insurance policy and maintain their willingness to continue payment. To achieve this effect, the brokerage company works to establish smooth communication channels, strengthen personnel training, and pay careful attention to guidelines issued by administrative structure so as to implement and improve service quality.
3. The development of internal marketing strategy: As market environment is fast changing, education and training enhance staff’s professionalism and marketing capabilities as well as their capacities in using IT software for customer needs analysis and customer relationship management. Enhance internal employee satisfaction by developing an incentive and reward system. Heighten the satisfaction of internal customers can ensure that they provides the quality service for external customers’ satisfaction.
As the case company develops business strategies, oversights are taken to ensure that the strategies are well integrated with business vision and corporate culture. Proper integration helps promote excellent implementation process of the development strategies, and hence, create core values and core competitiveness.
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