The Study of Business Strategy of Commercial Health Insurance in Non-Life Insurance Industry Case Study : A Non-Life Insurance Company

• Main Authors: Yun-Wen Huang, 黃韻紋
• Other Authors: shuh-Yuan Liao
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/87905636560451586433

碩士 === 淡江大學 === 保險學系保險經營碩士在職專班 === 98 === Non-life insurance companies start to launch commercial health insurance products in 2007, since Article 138 of Insurance Law has been approved by Legislation Yen. This essay not only aim to address the tough situation of non-life insurance industry when they faced the competition from life insurance but also cover the experiences of non-life industry on diversified health products development, customer need fulfillment, underwriting /claim skill improvement, marketing strategy and performance management in the new segment. The main contains of this thesis include: 1.To provide marketing strategy and products handling supervisory following deeply research in the external market analysis on the segments of politics, economics, society and technology as well as study the internal challenges including rival competitions, products pricing, underwriting and claim practices. 2.To focus the potential targets throughout a comprehensive study in managing performance, marketing strategy and risk management compared to life-insurance industry. 3.To recommend the planning procedures and guidelines after study the managing performance and experience from drive planning, products developing, channel placing and underwriting / claim performance appraising.