A study on the Marketing strategies for Life Insurance Company—Case Study On C Company

• Main Authors: Kuang-Chih Wei, 魏光志
• Other Authors: Chen-Yu Miao
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/8t75qw

碩士 === 淡江大學 === 保險學系保險經營碩士在職專班 === 100 === Because of the financial tsunami form Europe and the United States, The life insurance industry in Taiwan in recent years, the overall financial market environment were dwindling away. Under the economic environment of the global economic and domestic life insurance companies will be facing the loss of the investment market, as well as due to the pressure of the market low interest rate gradually expand the interest differential loss of operating conditions. In addition, with the opening of the financial policies, life insurance market since 2001 through the Financial Holding Company Act, as well as accession to the WTO in 2002, the market competition more intense, life insurance companies face financial holding integrated channel development, channel management more deeply test the operating performance of life insurance companies, therefore, to grasp the key competitive advantage of marketing, will be an important strategy of the various life insurance companies win in a competitive environment. Gradually expand the interest differential loss of the operating status of the domestic life insurance industry, who because of the market, low interest rates, pressure should be put forward innovation and diversification of the commodity as a competitive strategy. On the other hand, through the channel management of offensive and defensive strategy, actively carry out the main pathway to maintain and focus on the company''s advantages in resources to increase the added value of innovative products, through the influence of media advertising, increase consumer satisfaction and purchase intention would be created by the expected continued growth of premium income. Meanwhile, the company''s market value to create the future direction of the operation of the company will be more diverse, in addition to integration with the financial industry, and even opportunities for mergers and acquisitions with other industry to expand the size of the market.