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보험종목별 소비자의컨조인트 선호 분석과 표적고객

  • Journal of Insurance and Finance
  • 2003, 14(2), pp.43-76
  • Publisher : Korea Insurance Research Institute
  • Research Area : Social Science > Business Management

정세창 1

1보험개발원

Candidate

ABSTRACT

The main purpose of this study is to provide useful implications for developing marketing strategies between insurance products such as the automobile insurance, the whole life insurance, the private health insurance, and the personal pension. It is expected to alter consumers' needs for the products due to the recent environmental changes such as price liberalization, financial convergence, and the advent of new distribution channels. The conjoint analysis and the correspondence analysis are employed to find out the conjoint preference for considerations in purchasing a product and a distribution channel, and target customers, respectively. The findings of this study are summarized as follows: Firstly, it is required to adapt a different marketing strategy between insurance products in order to use resources efficiently. The conjoint analysis, for example, shows that the marketing strategy focused on distribution is needed in the automobile insurance. On the contrary it is a better way to allocate resources to the product development, promotion, and pricing rather than distribution in the case of whole life insurance. Secondly, the correspondence analysis shows a great different conjoint preference between customers, which recommends the differentiation marketing strategy and a selection of target customers analytically and sophisticatedly. Finally, with regard to the new distribution channels internet is to be preferred in the automobile insurance and the private health insurance. The preference for banking and professional financial planner is to be high in the personal pension and the whole life insurance.

Citation status

* References for papers published after 2022 are currently being built.