The Integrated Marketing Strategy of Financial Holding Company-A Case Study of Cathay Century Insurance

[[abstract]]How could Cathay Century Insurance strive from ranked 5th to 2nd in 2007 in such a highly competitive business environment in Taiwan’s non-life insurance market? What are the key factors of success for Cathay Century Insurance to stand out in the non-life insurance market with no more than 15 years? What are Cathay Century Insurance’s successful integrated marketing strategies? This research focused on the Financial Holdings’ non-life insurance subsidiary. In order to have more clearly overall pictures about the integrated marketing strategies adopted by companies, this research interviewed with superintendents from middle level, high level and unit managers. There are four inductive aspects through the interviews: organization structure design, the superiorities and inferiorities of integrated marketing strategies, job trainings and incentive measures. For the organization structure design, Cathay Century Insurance monitors and evaluates her various procedures from up to down, from inner to outer. Every unit is responsible for his own authorities. For the integrated marketing strategies, Cathay Century Insurance mainly enhanced relationship with the clients of Cathay Financial Holdings, providing various financial products or integrated services through inner sales channels and enhancing the added values for the Holdings’ subsidiaries. Therefore, clients can purchase all the financial products at one time, the so-called one-stop shopping. For job training, Cathay Century Insurance made use of multi-channel’s training to strengthen the knowledge and skills of integrated marketing strategies. In order to reach her business target, Cathay Century Insurance successfully promoted her integrated marketing business by many incentive measures. From the above four mentioned aspects, the success of Cathay Century Insurance is attributed to the Cathay Financial Holding’s dual-engines, dual-channels, over 40 thousand employees and over 790 branches and offices of the Financial Group. With the sizable professional sales forces teams and successful integrated marketing strategies, that’s why Cathay Century Insurance can stand out in such a few years and exceeded the majority of aged non-life insurance companies in Taiwan