Research on Market Segmentation and Marketing Strategy of Auto Insurance Customers
碩士 === 銘傳大學 === 企業管理學系碩士在職專班 === 107 === In recent years, under the liberalization of China's domestic insurance rates and the full opening of the market, Taiwan's property insurance industry is facing a highly competitive environment. Therefore, how can property and casualty insurance com...
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2019
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| Online Access: | http://ndltd.ncl.edu.tw/handle/u453w7 |
| Summary: | 碩士 === 銘傳大學 === 企業管理學系碩士在職專班 === 107 === In recent years, under the liberalization of China's domestic insurance rates and the full opening of the market, Taiwan's property insurance industry is facing a highly competitive environment. Therefore, how can property and casualty insurance companies effectively target different characteristics of customers and develop a marketing strategy for the production and insurance industry? A major topic and challenge. This study is based on the segmentation variables of "Brand Equity" and "Customer Conversion Cost". The customers are classified into "Premium Benefits", "Stable and Reliable" and " Service image type, and based on the analysis of the difference between demographics and loyalty in each of the market, establish marketing strategies for different market segments.
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