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|Title: ||Customer lifetime value in insurance industry : an empirical study|
|Other Titles: ||保險業顧客生命價值之實證研究|
|Authors: ||汪芳國;Wang, Fang-Kuo|
|Keywords: ||保險業;顧客生命價值;約略集理論;形式概念分析;決策樹;insurance industry;Customer Lifetime Value;rough sets theory;formal concept analysis;Decision tree|
|Issue Date: ||2014-01-23 13:57:14 (UTC+8)|
對公司整體市場區隔策略之建議為：1.建立更明確的品牌形象，深入都會區以外的市場；2.強化資源基礎理論；3. 進行差異化行銷策略；4. 強化客戶資料庫的功能，提升向上或交叉行銷的機會。
Domestic insurance business has boomed for decades and the penetration rate is the top of world. There are many insurance companies and business is very competitive among them. It is possible to be stable or increase market share if insurers can propose marketing segregation strategies and use computer technologies to excavate available data.
This research takes customer profiles, provided by a domestic insurance company, in metro-Taipei area as the targets to discuss customer values. The themes of this research include: taking customer current and potential values as two dimensions to process customer segregation and propose customer value matrix, applying Rough Sets Theory to analyze customer characteristics in the matrix, applying FCA to analyze the subordination among customer characteristics, and proposing feasible marketing key-issues for salespersons. Using decision tree to discuss influential factors of diamond and titanium level customers under various goals, proposing marketing strategies and implementation processes are subsequent themes of this research. The last, comprehensive strategies and suggestion are proposed to the company based on depicted above.
A 2x2 customer value matrix is established based on current and potential customer value in this study and the customers in four quadrants of the matrix are segregated into Diamond (HH), Titanium (LH), Silver (LL) and Gold (HL). From the RST results, most of customers in Diamond (HH) quadrant bought PL (v12), premium of master contract is lower than 2,500 NTD (v71); customers in Titanium (LH) quadrant bought PWL, total premium (v95) is the highest among other quadrants and annual income is between 0.56 and 0.76 million NDT (v83). As the FAC results, the customer characteristics of Diamond quadrant who bought PL includes: amount of insured is between 0.2 and 0.5 million NTD (v62), the policy duration is about 10 to 20 years, the gross premium (v95) is the highest, premium of master contract is the lowest (v71); customers in Titanium (LH) quadrant who having high gross premium can be affected by following factors: the age of insured under 24 years old, amount of insured between 0.5 and 1 million NTD (v63), premium of master contract between 5,000 and 7,000 NTD (v73).
The suggested marketing segregation strategies are: 1. Build up a clear brand image to penetrate market in non-metro area, 2. Strengthen resource-based view, 3. Promote differentiated marketing strategies, 4. Enhance the customer database functions and enhance upstream/cross selling opportunities.
|Appears in Collections:||[管理科學學系暨研究所] 學位論文|
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