| dc.description.abstract | With the changing economic circumstances and financial policies and opening up, the rise of consumer awareness, open markets, free competition has come of age, the traditional sales practices have been unable to make full use of investment-oriented insurance products, the sales era has gradually entered the marketing era focus only on sales of the product-oriented ＂strategy in the past can no longer impress consumers, therefore, the life insurance industry are necessary to＂ customer oriented ＂marketing methods to improve service quality and business performance.
Maturing face of the concept of investment-oriented insurance consumers, insurance companies must provide more specialized pre-sales advice and after-sales service, and to provide barrier-free communication channel in response to consumer demand, in order to win the trust of consumers, It is more proof that the consumer purchase demand factors significantly affect the business of life insurance companies.
Since this study is different from the literature of general insurance companies in the competitiveness of enterprises, content not investigate the insurance company’’s financial indicators, but the characteristics of consumer demand construct the competitive advantage of the investment-oriented life insurance companies in the marketing of insurance products, and thus clearly mapped out the main direction of the life insurance company engaged in investment-oriented insurance market, the life insurance industry is the cause of the long-term business relationships with customers, it is possible to maintain life-long years, In this study, consumers attach importance to the satisfaction point of view of product demand characteristics as a research direction, and help life insurance companies to understand their mode of resource allocation.
The same time, the study according to the importance of the consumer on the demand characteristics and satisfaction, the analysis of the case company ＂competitive advantage＂ and ＂competitive disadvantage＂ of projects to do the reference of its allocation of resources. After all, the case company to maintain its competitive advantage, shall be through a means to increase consumer direct and indirect feelings of interest, and lower operational costs, to expand its economic value. Finally, this study expect the consumer point of view, the life insurance business of industry-oriented thinking, the annual premium income in addition to the emphasis on early market share, the better will be focused on customer management and after-sales service, through the interests of the customer perception enhancement, thus creating a competitive advantage.
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