| Summary: | 碩士 === 世新大學 === 傳播管理學研究所(含碩專班) === 101 === With social trends such as an aging population and low child birth rate, insurance companies in Taiwan must have an even more precise business strategy to hold a place in Taiwan’s intensely competitive insurance market and manage their companies in a sustainable manner. This is especially true for insurance broker companies. With over 500 insurance companies currently on the market and with the threat of other sales channels such as bank insurance and traditional door-to-door sales, it is critical for the insurance broker company to come up with an innovative strategy for its business model.
With an overlook of Taiwan’s insurance industry and business model, this study aims to explore whether insurance brokerage firms develop markets through unique and innovative strategic thinking in business. This study also uses the insurance broker company, MMTS Life, as an example to analyze whether an innovative business model is effective and creates a paradigm shift to provide future reference for insurance broker companies and the insurance industry’s business strategy.
This study has found that MMTS Life has broken through the imitation strategy of the traditional insurance industry and has opened up markets in a short period of time by using an innovative and subversive business model and sales system. The company has also raised its profile and status through large amounts and long periods of continuous integrated marketing communication. Also, a thorough analysis of the marketing environment, with tools such as a SWOT analysis and STP analysis, plays an important role in an insurance broker company’s business strategy. It is especially important for the insurance broker company to know how to grasp opportunities, make full use of one’s advantages, and conceal its weaknesses as it faces both inside and outside threats in order to maintain higher corporate competitiveness.
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