The Study of Storytelling Marketing Strategy for the Life Insurance Industry

• Main Authors: Wo-Han Hu, 胡我漢
• Other Authors: Chi-Yun Chiang
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/67715291481944490549

碩士 === 銘傳大學 === 企業管理學系碩士在職專班 === 103 === The Central Bank has decreased the interest rate over five times since 2005, and the low rate situation has caused the insurance industry in an environment of lower profits and higher insurance premiums. Consequently, the market growth trend of life insurance industry has become negative. As the economic environment changes, the market structure of the life insurance industry has also changed. Consumer awareness is raised, consumers’ insurance purchase behaviors have transformed from “traditional relationship style” into “consumer need orientation”. Life insurance belongs to service industry, under the situations of competition and the changing consumer behaviors, the life insurance consultants(the Life Planners) should adopt more efficient selling strategies to prompt consumers’ purchase intention for their brand as well as to build well image for their company and improve the market share. This study applied the storytelling strategy to explore the practical business and customer responsiveness for the selected research objective - P life insurance company. This study conducted a qualitative research method to interview 8 life insurance consultants(Life Planners) and then collected 18 stories based on the storytelling marketing method. Next, this study invited 9 consumers to pick out a story and shared their impressions about the selected story and their purchase intentions for life insurance. According to the interview results, most consumers were affected by the stories’ contents or characters and perceived risk awareness. Finally, consumers would like to purchase life insurance after they read these stories. The life insurance consultants(Life Planners) also indicated the difference between storytelling marketing strategy and DM selling strategy. The storytelling marketing strategy could be a market segmenting strategy for P life insurance company. This study could help P life insurance company to design the storytelling marketing strategy systematically. Besides, these stories collected by this study could let P life insurance company to renew its training materials. This company could promote these storytelling marketing materials widely to different business departments.