| Summary: | 碩士 === 逢甲大學 === 經營管理碩士在職專班 === 97 === The aim of this research is to study the trend of the future marketing mix development of the domestic property insurance industry for corporations to take as reference when selecting the appropriate marketing mix strategy to further satisfy the customer’s needs and improve the company’s ability to gain profit through the discussion of current marketing channel of the domestic property insurance industry and the in-depth interview according to the characteristics of the property insurance company, customer, product and market.
This research analyzes the target company’s competitive strategy individually based on Porter’s theory for generic competition and then examines the target company’s competitive strategy according to the customer’s demand for the 7Ps of the services marketing mix.
The findings of this research are as the followings. With regard to the analysis of the interview data, it is found that the target company’s competitive strategy mainly follows the low cost, differentiation and concentration advantages of Porter’s theory for generic competition. In addition, it clarifies the view that the industry generally believes the low cost strategy is the quickest way to increase sales and further comes up with alternative strategies. Among them, the strategies such as improving the quality of insurance services, earning customer’s trust, enhancing the services quality to gain loyal customers, controlling the customer’s needs at all time and developing various products to improve the company’s competitive advantages not only can allow the company to gain long-term profit but also can improve the corporate image as well as the market share of the promoted product.
On the other hand, this research conducts an investigation on the key element of the 7p from the customer’s viewpoint according to this alternative strategy after analyzing the target company’s competitive strategy. Based on the conclusion, it is known that the customers primarily concerns about the price for a product. On top of that, the target company’s performance related to the product, distribution, promotion and stuffing all meet with the customer’s ideal 7Ps. However, the simple process flow must be improved in order to satisfy the customers.
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