| Author | Shiao, Jaw-jou |
| Call Number | AIT RSPR no. SM-95-17 |
| Subject(s) | Marketing--Taiwan--Management
|
| Note | A research report submitted to the School of Management m partial fulfillment of the
requirements for the degree of Master of Business Administration, School of Management |
| Publisher | Asian Institute of Technology |
| Abstract | The main purpose of this study , based on the SWOT analysis, was to examine the
Opportunities/Threats & Strengths I Weaknesses of Postal Life Insurance of Chinese
Postal Service. and provide a comprehensive marketing strategy for management of Postal
Life Insurance. Furthermore, this study chose the factor of the benefits which the
consumer values as the basis of market segmentation and analyzed the
characteristic/differences of problem recognition , purchase motivation, choices of media,
postpurchase satisfaction and demographic variables between the customers of Postal Life
and non-Postal Life, so as to develop an available marketing strategy for Postal Life
Insurance business.
Two copies of questionnaire were adopted by this study, the 46 samples of the life
insurance company's top and middle managers were collected through both personal
interview and mail survey, and 268 samples of life insurance business in force in 1993
were obtained also through both interview and mail survey . Then the SPSS/PC+ package
and the statistical method were applied to treat all data.
The major findings are list below :
1. There are 11 major opportunities , 6 minor opportunities, 2 major threats , and 1 minor
threat facing the Postal Life Insurance.
2. There are 10 competitive advantages and 6 disadvantages of Postal life Insurance.
3. Intensive growth strategy should be adopted by the Postal Life Insurance as a
comprehensive marketing strategy in the near future.
4. There are significant differences in purchase motivation, postpurchase satisfaction and
demographics between the Postal Life and non-Postal Life.
5. In regards to demographics, between the consumers of Postal Life and non-Postal Life
has significant differences both in age and occupation.
6. First of all Postal Life Insurance should strengthen its marketing department. |
| Year | 1995 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Bumbacher, Urs
|
| Examination Committee(s) | Hertzberg, Ellen ;
Speece, Mark W.
|
| Scholarship Donor(s) | Government of Republic of China |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 1995 |