소비자 니드 변화와 보험회사의 상품 및 판매전략에 관한 연구 -표적고객 선정을 중심으로-

다국어 초록 (Multilingual Abstract)

The purpose of this study is to provide useful implications for developing product and distribution strategies of insurance companies to respond to the sophistication of consumers` needs. The main forces driving this sophistication are financial convergence, price liberalization, and the advent of new distribution channels. This paper examines public images of financial institutions including insurance companies, consumer`s preference for insurance products and distribution channels. The correspondence analysis is employed to find out similarity between a consumer group, and the preference for insurance products and distribution channels. The technique is also useful to visualize the points of similarity with a positioning map. The findings of this study are as follows: Firstly, it is recommended for life insurance companies to develop complex products of a hybrid nature highlighting the aspect of providing for one`s old age in order to create and sustain competitive advantage against other financial institutions in the financial convergence. It may be suggested that non-life insurance companies produce the competitive advantage based on risk management and claim services. Secondly, the analysis of preference for insurance products reveals that there is much difference of the preference between consumer`s groups. This finding suggests that an insurance company competes with differentiation marketing strategy and a selection of target customers analytically and scientifically, which enables the company to use resources efficiently. Finally, the preference for distribution channels also differs between consumer`s groups, and products. It is required to employ a distribution mix strategy considering the preference as well as a company`s resources.