| Summary: | 碩士 === 逢甲大學 === 經營管理碩士在職專班 === 99 === According to the implementation of the third stage of the liberalization of rate effective from April 2009 in Taiwan, insurance companies are required to make public on the website the rates that they drafted to provide consumers with diverse choices. This, which indicates the property and casualty insurance market, started to enter an environment of natural selection and the vicious circle of price competition. Since the direction points to market channels, how to run and expand the cooperative market channels becomes an issue faced by all property and casualty insurance companies.
Since the growth of traditional direct marketing is limited, insurance companies are turning to the car dealers for their extensive locations, professional agents, abundant customer resources and credence by their customers as major marketing channels. In response to the new warring car insurance market after the third stage of the liberalization of rate, insurance companies have introduced various customized products and marketing strategies. This research deals with such new practices adopted by “M” Company.
This study uses in-depth interview to probe into the issues The following conclusions are reached:
1.Change of concept in deal with marketing channels.
2.Emphasis on the quality and efficiency of customer service.
3.Positive assistance in the training of marketing channels’ staff.
4.Provision of favorable commodities to the marketing channels.
5.Recognition that the price competition after liberalization is just a short-term phenomenon; and that enhancement of the loyalty and the trust of customers are the key to consumption will.
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