The Analysis of Group Insurance Marketing and Customers’ Relationship Maintenance

• Main Authors: Chin-Ti Kuo, 郭欽地
• Other Authors: Dr. Tien, Jyun-Ji
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/uv6284

碩士 === 淡江大學 === 保險學系保險經營碩士在職專班 === 106 === Group insurance can be defined as the insurance that covers the defined and specific group of people. The marketing channel, developing new clients and customers’ maintenance of group insurance are extremely different with the individual insurance. The purpose of this study is to analyzing how the life insurance companies to develop new clients and maintain the customers’ relationship. This paper utilizes the group insurance cases from the S life insurance company to achieve the above two purposes. From the aspect of marketing, in the stage of developing new customers, life insurance companies should pay attention to the characteristics and needs of the firms. Furthermore, life insurance companies can construct a group insurance product portfolio that meets the firms’ needs. The most important factor of developing new customers is the group insurance premium. The life insurance companies also pay attention on the experience of refund K value and E value in the process of underwriting. From the aspect of customers’ relationship maintenance, life insurance companies should pay more attention to analyze past loss experience of group insurance. Based on the previous loss experience, life insurance companies should negotiate the refund ratio, K value and E value, with their customers. If the group insurance premiums need to be adjusted, life insurance companies also find a reasonable premium that can be accepted. Wish this study can provide the experience of the client development and maintenance of group insurance to the life insurance companies.