| Summary: | 碩士 === 健行科技大學 === 國際企業管理研究所 === 101 === In 2008, the global financial crisis impacted the entire world. During this period all industries were faced with strong daunting challenges including the insurance industry in Taiwan. The world’s attention focused on the American International Group AIG who was forced to sell a major insurance section which was one of their golden egg companies – Nan Shan Ren Shou. It experienced financial difficulties, and periodically changing stocks. Finally in August 2011, Run Tai Group bought into Nan Shan Ren Shou and became the major stock holder and it also obtained financial control over the company. Because of the advancement of the internet, decreasing interest rates, and insurance regulating bodies implementing severe control over coverage policies caused Taiwan’s insurance industry to face a buyer saturation point that produced fewer profits. Insurance companies had to control their capital investments more efficiently as well as their management hierarchies.The main purpose of this research was to evaluate Nan Shan Ren Shou’s management style and to use related agencies data as provided by Taiwan’s Economy Research Institute, Taiwan’s Economic Newspapers, the Insurance Bureau, and the Conservatorship Insurance Developing Center, as well as related data from published research reports and past thesis as statistical references. In addition, it utilized related documentation and information that focused on Nan Shan Ren Shou’s internal and external environment to conduct advanced SWOT analysis studies to identify key points and factors for successful management strategies.By becoming a WTO member, the country’s insurance market became internationalized. Using internalization to helped increase Taiwan’s competitive ability and open up the international market. In addition, after joining MOU, Taiwan’s financial industry had the opportunity to open doors into the Chinese market. Soon after Taiwan signed the ECFA, local investors were able openly conduct business with China. Nan Shan insurance company can rely on its own marketing strategy to open up the China market which is inevitable: On the other hand, expanding its market into Southeast Asia is becoming a marketing necessity. The insurance industries owns tremendous amount of capital to invest in that market. Nan Shan has many choices to invest in various opportunities such as government bonds, stocks, government funds, real estate, and loans etc. but Nan Shan has to balance its investment portfolio between negotiable securities and real estate. By pursuing this strategy, it is believed that Nan Shan will open up a brighter future in insurance industry.
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