• 보험의학회지
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• 제24권
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• pp.97-117
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• 2005

Internally Korean insurance market is that whole life products' growth are becoming slowdown that's why new insurance products have appeared on the market in consideration of consumer's needs recently. Externally domestic insurance market competitions has drifted from insurance industry to whole financial industry since bankasurance started. Life insurance companies should open up a new market to survive from severe competitions. Worksite marketing can be an alternative. An insurer make arrangements with an employer about an insurance terms which an insurer offers in Worksite marketing. Then eligible individuals enroll in the plans at their own discretion and pay 100 percent of the premium for coverage through payroll deductions. An employer doesn't need to pay extra money for additional benefit but can raise employee's loyalty and satisfaction of company through worksite marketing. An employee can be covered at discounted premium rate and less strict underwriting guidelines to an insurer compared to individual insurance. In developed countries specially U.S insurance market, Worksite marketing is getting very popular and growing rapidly due to the advantages. Worksite marketing has both individual insurance characters and group insurance characters. Individual insurance characters are that employees enroll in the plans at their own discretion and pay 100 percent of the premium for coverage. Group insurance characters are that actively at work and participation etc. An insurer have to reflect these two characters on Worksite marketing when an insurance company work out a plan for developing products and underwriting guidelines. When an insurer devise worksite products, one should consider participation level which means percentage of eligible employees participating. Participation is related to anti-selection. As we know underwriting is essential for every kind of insurance, especially underwriting plays major role in worksite marketing. We can see that in the below. Firstly, it has a function in calculation of premium rate. When calculate premium rate for worksite products underwriters have to estimate expected participation level and risk factors. So underwriters and acturies keep in close contact with each other. Secondly, underwriting methods are important. When an insurer underwrite worksite products, there are three kinds of underwriting methods. These are Simplified issue underwriting, Full underwriting and Guaranteed issue underwriting. Simplified issue underwriting typically requires no medical examination, but usually requires supplying satisfactory answers to one or several health and/or lifestyle questions. Full underwriting requires a complete medical history questionnaire that may further require an exam. Guaranteed issue underwriting means that coverage is issued without the employee having to provide evidence of insurability. When insurer set the GI limit are usually based on the type of industry, number of eligible employees, the average amount of coverage and participation level. In addition to insurer should have a clear definition of eligible employee on the insurance provision and application form. It will minimize possibility of trouble claims and anti-selection. An insurer also establish preexisting condition exclusion and special guidelines for late entrants. When an insurer introduce Worksite marketing to Korean insurance market, an insurer has to examine market research to analyze potential market and strategy of sales most of all. Also an insurer should review real situation of the U.S, England and Japanese market etc. There are a lot of new technologies about worksite marketing process that an insurer should learn. When an insurer consider many things which we explained it can be a real alternative.

• Asia Marketing Journal
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• 제7권3호
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• pp.105-119
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• 2005

삼성화재는 국내에서 처음으로 저축성 보험 및 연금보험을 제외한 가계성 손해보험 상품을 하나로 통합한 '삼성Super보험'을 출시하였다. 이 보험은 변화하는 외부환경의 위협에 능동적으로 대처하기 위해 개발되었으며 이 상품이 성공적으로 출시된 것은 손해 보험업에 적합한 컨설팅시스템(MCS System)을 도입하고, 전문판매조직인 SRC(Samsung Risk Consultant)의 도입 등 종합적 마케팅 전략의 결과이다. 본 사례에서는 삼성화재가 국내에서 처음으로 통합보험을 출시하기까지의 과정과 마케팅전략을 소개하고, 주요 성공요인이 무엇인지 알아본 후, 시사점과 함께 향후 과제를 함께 제시하였다.

• Asia Marketing Journal
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• 제11권3호
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• pp.225-249
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• 2009

현대해상화재보험은 내부고객 특히 접점 종업원들의 중요성을 인식하고 내부고객을 만족시킴으로써 외부고객 만족도를 높이고자 하는 노력을 지속적으로 기울여왔다. 그러한 노력의 결과로 대부분의 경쟁사들이 매출 감소를 경험하고 있는 어려운 시장 환경 속에서도 지속적인 성장을 거둠으로써 고객만족 경영의 모범을 보여주고 있다. 본 사례에서는 현대해상화재보험이 실행한 내부마케팅 전략들을 자세히 살펴봄으로써 종업원들을 대상으로 한 내부 고객만족이 어떻게 외부고객 만족과 연결되는지 확인하고, 시사점과 향후 과제를 제시하였다.

• 경영과정보연구
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• 제16권
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• pp.37-58
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• 2005

The purpose of this study is to find the 'Integrated Marketing Communication(IMC)' strategies for the reinforcement of brand power in the insurance company. First, from theoretical backgrounds, I have investigated acquisition effects, strategies for changing brand power, decisions on a product differentiation and Brand portfolio, market segmentation and Brand Positioning under various strategic marketing factors based on the reinforcement strategies of brand power. Second, there is a significant difference between insurance company names recalled first and brand names recalled first. Third, in terms of consumers' preferences, there exists a substantial difference between insurance company and brands. From this study, the following conclusions are drawn. First, insurance company and brand power should be carefully developed and used as a tool to secure competitive advantages. Second, insurance company and brand power should be considered and continuously enhanced as an important asset for the insurance company. With growing brand importance, brand management is an essential step for powering brands.

• Asia Marketing Journal
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• 제17권4호
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• pp.89-104
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• 2016

Based on the observation that insurance companies in Korea, unlike those in other financial sectors and those in other countries, dominantly use the agent-based push-type marketing strategy, this paper hypothesizes that difference in distribution systems originating from characteristics of financial products can lead to welfare asymmetry between financial institutions and customers, merely due to their financial matching. For this analysis, we employ a simple matching theoretic model, try to understand the welfare implications of distribution systems from a matching theoretic perspective, and analyze the bottom of negative perceptions of insurance industry. The proposed model suggests that this welfare asymmetry derives mainly from financial matching through the distribution systems, which implies that any efforts to improve the insurance industry must consider changes in the matching process, namely the distribution system. We hope that this paper complements and extends the existing literature on insurance distribution systems in terms of methodologies and research subjects.

• Journal of the Korean Data and Information Science Society
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• 제15권1호
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• pp.141-172
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• 2004

This paper studied the theory and methodology of CRM for insurance business and perform empirical analysis to verify causes of success. It considered five factors as variables to explain success of CRM which are (1) Integration through the partnership among organization and members. (2) Utilization of customers' information. (3) Strategy through marketing channel and interaction with customers. (4) Investment and IT infrastructure to construct CRM system. (5) Interaction among organizations for CRM. The success is defined as four terms; effectiveness of organization, curtailment of cost, improvement of customer service and sale of insurance.

• 경영과학
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• 제19권2호
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• pp.205-220
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• 2002

As the business structure of many industries changes under IT progress and internet economy, the customer information has emerged a key factor in setting up the management policy. The customer has come to replace the product as a central figure in business competition. The domestic life insurance market has also experienced the rapid structural changes in IT time. The competition in the insurance industry to maintain the existing membership and to attract the new members gets stronger under such a new business circumstance. Accordingly, it is necessary for an individual insurance company to develop a systematic marketing plan, based on the customer information, to be competitive in the market. Unlike other studies in which customer characteristics are neglected, this study attempts to utilize the customer information by applying the data mining technique, and then suggests an efficient marketing strategy that could prevail in the competitive business environment.

• 통상정보연구
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• 제9권2호
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• pp.41-64
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• 2007

A life insurance industry's market is reaching a state of saturation recently, and the competition is as time goes by intense among the non-life insurance industry. Consequently, the insurance companies must grope a new source of revenue and develop a new business model for a stability growth. At the forked road, the insurance companies must group the existing and new customers in order to find the royal customers, and develop a new service with them. Accordingly, it is the time to study the advance of PB field and the royal customer management that will maintain and expand the new relations with them. Besides, the PB was the service to begin in needs of the specific group, but now it is regarded as a new source of high profit in the age of universal financial service among the financial circles. As a consequence, the PB marketing is introduced in haste, and such trend seems to be continued. Therefore, the plans that help the domestic insurance company reflect the characteristic of the insurance and expand the scope of business into the scope of property management according to the needs of customers under a universal financial service trend will be studied.

• Journal of the Korean Data and Information Science Society
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• 제22권6호
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• pp.1137-1143
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• 2011

본 연구의 목적은 비대면채널을 선호하는 고객 유형을 분석하여 비대면채널 전략과 관련된 유용한 시사점을 제공하는데 있다. 본 연구는 기존연구와 달리 보다 객관성을 확보할 수 있는 자료를 이용하였기 때문에 분석결과의 신뢰성이 높다는 차별성을 가지고 있다. 분석방법은 이분형 로지스틱 회귀분석을 사용한다. 연구 결과 남성, 저연령, 위험직종, 수도권, 외국사 고객이 비대면채널을 통계학적으로 유의하게 선호하는 것으로 나타났다. 이러한 결과를 볼 때 비대면채널의 활성화를 위해서는 여성 고객들에게 접근편의성 및 상품 이해도를 높이는 촉진활동이 필요하다. 또한 비대면채널의 수지개선을 위해서는 위험직종에 대한 언더라이팅 강화가 필요하다.

• 산업경영시스템학회지
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• 제33권1호
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• pp.98-107
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• 2010

This paper reviews a case study of the use of eCRM weblog analysis for understanding of customer information and Customer-specific marketing Strategy by Korea's leading insurance company with the changing situation of the business environment due to the introduction of e-Business. This study examines how eCRM Solution is introduced and how range used in the insurance industry, and discuss the business performance and operational effectiveness of eCRM Solution.