A Study on the Marketing Strategy of Bancassurance Channel- Case of T Life Insurance Company.

• Main Authors: HUANG, HSIN-YUNG, 黃歆詠
• Other Authors: CHEN, SEN-SUNG
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/v55sfg

碩士 === 逢甲大學 === 金融碩士在職學位學程 === 107 === Changes in financial markets in recent years, Bancassurance has become the main source of premium income for life insurance companies. Since 2009, the total premium income of the banking insurance business has exceeded the total premium income of the total sales of the overall other channels. The total premium income of Bancassurance has stood at more than 50% of the overall life insurance premium volume. After T Life Insurance Co., Ltd. was merged by C Financial holding company in 2016, Assets rank among the 6th largest life insurance company in Taiwan. This paper uses the methods of literatures review and case study to explore T-Life’s Bancassurance marketing channel strategy, Including selection of pathway partners, relationship maintenance and merchandising strategy marketing. In this paper,we found that T Life Insurance has a good performance in the operation of Bancassurance channel. At T Life, the division of Bancassurance and product innovation, the channels are divided into three sections, services are provided for each channel. The product side is to provide foreign-currency policy to foreign bank channels for the preference of customers. As for the channels of official public banks and the local banks, short-term and bi-curreng policy is will be offered; As for the securities industry, NTD currency policy will be offered in the market.