Research for marketing Insurance by the Farmer''s and Fishermen''s Association

• Main Authors: Ting-Liang Lin, 林廷亮
• Other Authors: Chung-Jen Hao
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/42638888093684017373

碩士 === 淡江大學 === 保險學系保險經營碩士在職專班 === 98 === The impact of the economic depression in the recent years, leading to poor investment return rates and lower market interest rates, coupled with the frequent news of closure of enterprises, the business lending rate increased and making the low spread of deposits and loans for the agricultural income. Farmers’ association will be forced to actively develop other non-interest income business (such as insurance fee commission) as a source of increased revenue to ensure the stability of profits. In addition, the integration of financial services and financial products is becoming one of the future trend, so farmers ‘ association will also follow this trend, to survive in the era of financial integration. It seems imperative not only in their own sales need to be taken care, but also the financial insurance products and services need to be crossed. The Insurance “coming up” late at Farmer’s Association as it was restricted by the regulation and the qualification of the insurance sales. However, as the opening regulation and the insurance market has been gradually valued, the Farmers ‘s Association officially launched the insurance products. This study is a survey to the object of "all the staffs of farmers and fishermen Association" to understand the relationship between the cognitive attitude and psychological desires; the relationship between the products and the education training to provide the proper suggestion on how to improve the insurance fee and then provide the farmers and fishermen’s assoication a reference for insurance business in order to improve the competitiveness of insurance market. This study was proposed six hypothesis by analysis through chi-square test, and found that "cognitive attitudes with psychological desires and the product condition with its incentives has a significant connection ", "cognitive attitudes with psychological desires and marketing assistance training has a significant connection" and " products condition with incentives and marketing assistance training has the significant connection” are assented. It verifies positive influences between “demographic variable" and "employee psychical attitude." Lastly, this study proposes the practical suggestions of the products, services and the authorities of supervision to improve the competition of the Farmers and Fishmen’s Associationy in the insurance market.