| Summary: | 碩士 === 輔仁大學 === 管理學院經營管理碩士學程 === 98 === The development of Taiwan’s non-life insurance industry has reached maturity stage, in which the possibility of product differentiation within the market is very limited. Under deregulation and strict government control, competition within the industry is fierce; other than keeping budget under control, insurance companies need creative marketing services and new sales channels to attract new clients and retain current clients.
With growing internet usage, internet marketing has gradually become an integral part of any company’s marketing strategy. Internet marketing has many advantages, including shorter processing time, reduced cost, and potential new markets and partnerships. For customers, internet marketing also provides convenience and competitive pricing. Information is the lifeblood of any insurance company; therefore, a fast and systematic way of managing information is necessary, making internet marketing technologies suitable for the insurance industry. This study examines current internet marketing practices and effectiveness in Taiwan’s non-life insurance industry based on a thorough interview with a case company, and provides a few suggestions for improvement of future internet marketing practices for the case company and the industry.
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