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
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0817104-150704 |
| Date | 17 August 2004 |
| Creators | HSU, YUEH-YUN |
| Contributors | Huang Jun-ying, David Shyu, Cheng-shoung Chen |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0817104-150704 |
| Rights | not_available, Copyright information available at source archive |
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