Abstract Due to trends in internationalization and free market developments, since 1980, the government has gradually deregulated its banking policies. On October 13, 2000, a new banking law number 74 was passed and allowed commercial banks to diversity into securities, bonds, options, insurance and other related finaicial businesses with governmental approval. This leads to a significant expansion of the banking industry and results in a decrease in competitive pressure and overall operating costs. The banking industry has taken advantage of this new regulation and now provides savings, trusts, foreign currencies, whole life insurance, and many other financial services to entice potential customers. Whole life insurance has become a major focus for commercial banks, for they already have significant competitive advantage in customer resources, marketing channels, cost savings, and product innovations. Thus, developing insurance businesses have become a main developmental trend for commercial banks. In 1993 and 1994, Taiwan banks and the insurance industry have develope many successful strategic alliances. Taishin insurance agent company,formed in 1996, has become the most profitable division of the Taishin group. Since then, commercial banks entering into the insurance businesses have increased dramatically. As of December of 2003, over 70% of the 52 commercial banks already provide whole life insurance services. Know this significant developmental trend, this research intends to use a case study methodology to study a commercial bank's involvement in the operations and the 4P marketing of the whole life insurance business. ¤@¡BProducts Discuess marketing product variety, customer acceptance, and selection of products from corporate strategic alliances. ¤G¡BPrice Discuss product marketing in terms of price versus value ¤T¡BPromotion Discuss methods of promotion and the human factors in marketing ¥|¡BPlacement Discuss customers acceptance in terms of different marketing placement and distribution channels KEY WORD :Bancassurance , Marketing 4P

Business Market is like battlefield. In order to occupy the market quickly, good merchandise with definite brand position and marketing strategy is essential. Brand managers must think how to obtain customers and keep customers, which also means that how to evaluate target, select target and obtain target from customers by using limited resources in the shortest time. The object of this research is a fashion brand represented by a Japanese company. The purpose is to discuss how a transnational fashion brand promotes its popular brand to other countries. How to utilize marketing strategies and customer relationship management to maintain brand position under keen competition in internationalized and liberalized Taiwan market is the research data. Analysing the consumption data to select target customers and analysing the transaction frequencies of customers are the research method. Customers are differentiated from ages respectively and the market strategy is driven based on Marketing 4P combination analysis. This method helps to develop brand management and brand development strategy, also expects to clarify brand position of each brand, keep target customer and know customer growth.

This study aims that is suggests the right direction for establishing a successful marketing strategy and activation of Taiwan market for the rightful functional health food, by defining of complicated health care food in Taiwan, reviewing health care food market, surveying the previous example of mistake and success. Especially, for foreign health care food company, it is very important how to make marketing strategy before launching new product. However, this study trying to offer several tips based on real situation. 4P strategy is most common used marketing tool and this study suggesting through 4P(Product, Price, Place, Promotion) point of view.