Postal Insurance has steadily grown despite rapid environment changes thanks to the efforts made by many people. Postal Insurance, since the business was resumed in 1983, has carried out the role as a social safety net and has contributed to the development of national economy by providing convenient and reasonably priced insurance products to the people in order to commonly respond to risks through the generalization of insurance.
Postal Insurance established a basic foundation for responsible management system by launching the "Postal Insurance Bureau" on November 30, 2007, to enhance the administrative function of the head office and promote customer services. and Postal Insurance established the basis for long-term development of insurance business by implementing customer-oriented marketing strategies such as consumer relationship marketing(CRM) to effectively confront the environmental change of the insurance market.
But, Compared with foreign insurance companies, Postal Insurance are substantially backward in marketing technology, and they focus especially on building up advanced free competitive system in the market. As the result, it brings on some positive changes, such as reinforcement of customer service, development of new products.
To achieve performance, Postal Insurance should improve outdated management techniques, activate new marketing channels such as Direct Marketing, Internet Marketing, Bancassurance, etc. It is necessary to create new harmony between development of new marketing methods and reinforcement of management.
Therefore, I presented the improvement plans for sales education of the actual sales network and the utilization of different sales system. For the constant development of Postal Insurance the actual high-cost low-efficiency sales network must be conversed to a low-cost high-sufficiency sales network.
Moreover, advanced sales systems must be positively examined for the diversification of sales network which fits diverse insurance products.
First, this research described the basic concepts and principles of marketing, and service marketing strategy. In addition, reflecting the changing attitudes of corporations towards customers, I presented DB marketing and CRM as theoretical backgrounds.
Next, the research examined the developments of Postal Insurance. Afterwards, I delineated the current status of Postal Insurance with its strengths and weaknesses, and evaluated its level of marketing capabilities.
Finally, the study presented the marketing strategies required for the continuous development of Postal Insurance. in the 21st century, composed of three perspectives: customer perspective, service perspective and marketing organization's structure perspective. The recommended conclusions are as follows:
(i) the study emphasizes the needs to revitalize CRM(Customer Relationship Management) system.
(ii) it is recommended that Postal Insurance diversify its service channels and introduce new services as soon as possible. I pointed out that, for an effective marketing implementation, it was necessary to mobilize all available channels such as telephones, the Internet as well as human resources. and
(iii) it is finally argued that postal insurance set up a task force team and secure a pool of marketing experts. Specifically, the organization needs to revitalize the callcenter and establish a marketing division. The marketing division may well conduct more specialized researches and set out and implement the relevant marketing policies, thereby strengthening insurance business marketing.