Research On the Integrated Marketing Communication Strategy Of Life Insurance Industry—A Case Study of Cathay Life Insurance Co.

• Main Authors: LIN,SIOUYI, 林秀逸
• Other Authors: LUO,WUNKUN
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/45097420712841733665

碩士 === 中國文化大學 === 新聞學系 === 99 === Integrated marketing communication (hereunder “IMC”) is a communication behavior of an enterprise which carries on market marketing to seek consistency. IMC called “Speak With One Voice” is to unify the view criterion of all the activities to convey to the customers. As of the 1990s, IMC went through great development of marketing with the definite goal and precise communication feature and was extensively applied and carried out continuously by all kinds of industries under the trend of economic globalization. After the financial crisis, global economic recession made the life insurance industry spare no effort to seek the survival way for survival. IMC is extensively made a flexible application by the life insurance industry under such circumstance. The study sums up five main factors as follows. 1. Consumers and potential consumers’ database: Statistics of consumers' mentality and of purchase records are included. 2. Trend analysis of consumer behavior: What action taken by the consumers in the future and consumer behavior of brand loyalty are included. 3. Marketing framework of enterprise integration: An enterprise adopts the marketing way paid the most attention to in response to information explosion. 4. Communication strategy: An enterprise strives for the consumers to try out this brand product, aggressively encourages them to continue using to increase use amount after the trial, and makes the loyal users of other brands change the brand, establish the loyalty validity analysis of this brand and apply the communication strategy of marketing personnel and of the information conveyees. 5. Communication mix: Advertising, direct marketing, product package, product exhibition, public relations of the POS promotions and event marketing are included. The study understands how the implementation unit of the life insurance proprietor applies IMC via in-depth interview, arranges how it applies IMC in accordance with the five main analysis factors above, induces integrated marketing optimization model of IMC applied in the life insurance unit and how the life insurance industry applies IMC and its synergy in the in-depth interview draft.