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|Other Titles: ||The study on the marketing strategy for the life insurance broker company.|
|Authors: ||李梓林;Lee, Tzu-lin|
|Keywords: ||人身保險;保險經紀人;行銷管理;經營策略管理;Life Insurance;Insurance Broker;marketing management;manage strategy administration|
|Issue Date: ||2010-01-11 02:07:27 (UTC+8)|
The main purpose of this document is to provide guidelines of how to manage insurance broker company. By looking into
This research paper primarily discusses purposes that the life insurance broker company-managing method about marketing business development and draws up promotion strategy in according to management ideas, operation business goals, market position, and development scale. The object of study, for the life insurance broker company, is to analysis influence between organizational performances and business development in insurance marketing strategy planning, decision, and execution. The main method used by this study is exploratory research. Also through the related literary discussion and organization with eight executive officers of eight life insurance broker companies, comprehensive analyses have been conducted to propose concrete and specific suggestions as references for the business. The research expects to be helpful to the life insurance brokers’ mangers, and to provide reference materials to the insurance industry on marketing strategy and channel management.
In front of the changes of the financial environment and intensive market competition, insurance brokerage channels have great achievements in both registered sales force and premium income in recent year. For the channel manager, the all-important issue is how to achieve higher operation performances and goals in such a competitive channel environment. Based on the analysis results, two conclusions were proposed to the life insurance brokers on strategy planning of marketing
First, scale of operation, goal direction and idea of
managing mindset of insurance agent''s company, have so much to do with the drafting of marketing strategy.Some insurance broker company''s marketing strategy direction considers that more advantageous innovation products and agency fee rate, some companies develop the marketing strategy by using a number of flexible plans.
Second, it is not like to know someone by friends’ introductions to get a new customer any longer, as it was decades ago. How to provide financial analysis, to fulfill consumer''s requirements and demands is the key to seize new customers. To increase opportunity to close sale,professional training, flexible promotional strategy and holding seminar are essential.
|Appears in Collections:||[保險學系暨研究所] 學位論文|
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