| Summary: | 碩士 === 國立中山大學 === 高階經營碩士班 === 99 === The insurance industry in Taiwan has been more open and geared to the international standards during the recent years. At the same time, the Taiwanese and international financial industry has gone through drastic changes. Interest rate dropped and cost of material and human resource went up, leading to increased operation cost for insurance companies. In addition, the popularity of internet and elevated consumer awareness have challenged insurance companies’ traditional marketing model – direct sales force.
Therefore, in order to cut down operation cost and expand the market, insurance companies started to develop diversified marketing channels, such as tele-marketing, bank insurance marketing, internet, TV direct sales, etc. New sales channels such as insurance agency and insurance broker also emerged at the same time. Every insurance company has different resources and competitive advantages, and hence created different marketing and operation models.
Insurance companies hope to sell insurance through insurance brokers in order to lower operation cost. However, to avoid increasing bargaining power of insurance brokers, insurance companies are reluctant to overly rely on one or two insurance brokers. Insurance brokers, on the other hand, oftentimes recruit sales force from insurance companies to lower training cost. Such competition-cooperation relationship with insurance companies has shaped insurance brokers’ operation model.
This research is to analyze the industrial value chain within the insurance industry and to explore the potential operation models for insurance brokers via the five-force analysis of company L.
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