The Impact of Marketing Channel and Product Strategy on Financial Performance in the Non-life Insurance Industry

• Main Authors: HUANG, CHIEN-WEI, 黃建瑋
• Other Authors: 張邦茹
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/43247551740971045041

碩士 === 實踐大學 === 財務金融學系碩士班 === 104 === This study explore the relationship among product strategy, distribution strategy and financial performance in non-life insurance industry using personal line concentration ratio, commercial line concentration ratio, product concentration ratio, sales channels ratio, insurance agents ratio, insurance brokers ratio and channel concentration ratio as proxy of product and channel strategy during 2008 to 2012. The empirical results find that the higher product concentration ratio is the higher financial performance. Second, the relationship between personal line concentration ratio and the ratio of sales channel is positive. Third, the relationship between personal line ratio and financial performance is positive. Final, size and leverage as control variables impact on the financial performance.