The Creation and Promotion of Insurance Broker Company's Business Competitiveness- Example of Taiming Assurance Broker Company

• Main Authors: Sui-mei Tsai, 蔡淑美
• Other Authors: Tai-Ho Yang
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/wqgax9

碩士 === 崑山科技大學 === 企業管理研究所 === 103 === Abstract Taking “Taiming Assurance Broker Co., Ltd.” as the example, this study aims to explore the business competitiveness created and enhanced about insurance broker companies. Taiming Assurance Broker Co., Ltd., founded in 2002, is an insurance broker company that focuses on life insurance and property insurance. In response to the changes in the domestic environment for the development of insurance, more than ten executives from foreign life insurance companies decided to establish Taiming Assurance Broker Co., Ltd., implying the great “timing” they had chosen. With flexible business strategies and years of efforts, Taiming has been deeply trusted and supported by their customers. After strict examination, Taiming has won the recognition of the Insurance Bureau, Financial Supervisory Commission, Executive Yuan for its outstanding performance and becomes the first insurance broker company that has registered as an emerging-stock company in Taiwan. In this study, how Taiming Assurance Broker Co., Ltd. makes use of its advantages and avoids the disadvantages to create and enhance its business competitiveness in the severe competition with other traditional life insurance companies has been thoroughly explored. Based on the literature review, this study adopted the case study approach and further collected relevant literature in combination with the in-depth interviews of five suitable objects to be the source of exploration and analysis. The important conclusions obtained are listed as follows: 1. Insurance broker companies have various factors that include external environmental impacts and internal environment needs to overcome to increase the market share by business volume. 2. There are advantages and disadvantages existed in the domestic life insurance industry, and insurance broker companies can make good use of the advantages and overcome the disadvantages to create even greater business advantages. 3. The key reason that insurance broker companies have rapidly risen in the domestic insurance marketing channels is that they can exactly customize the proper products for their customers from their perspective and all policy problems can be solved by only one broker. 4. There is a big chance for insurance broker companies to become the main trend of marketing channels in the life insurance market. New insurance broker companies must engage in an inter- and cross-industry alliance and actively set the layout in Asia and in China to open up a bigger market.