보험마케팅 50년(1964~2013)의 평가와 향후 과제

The purpose of this paper is to summarize and evaluate the insurance marketing papers published in the Korean Insurance Journal during the last half century and suggest future research topics. We examined the papers divided into five categories: insurance marketing in general, recruitment, commission, channel-product-customer analysis and marketing strategies. In terms of insurance marketing in general, many studies based on practical level were investigated in the 1960s and 1970s. Meanwhile, social marketing had been introduced since the mid 1980s. It emphasized the concept of social responsibility and ethics in the insurance marketing. The papers of insurance marketing in general contributed to consumer confidence for continued growth, inroads into foreign market for new growth, but did not cover the area of customers’ satisfaction and did not suggest a new vision for future development of the insurance industry. Second, with regard to recruitment system, the studies pointed out several problems such as the qualities of planners, low retention and low settlement rate of solicitors, and mis-selling. The problems still remain. Therefore, future studies are required in the area of finance and insurance education, disclosure of solicitor record, the prevention of mis-selling, and strengthening the power and responsibility of sellers. Third, the journal had published the problems associated with commission since 1981 and had pointed out a low linkage between commission and retention, a lugged life owing to low fixed pay. It has emphasized the problem of front-end-loading in recent years. As a result, back-end loading was introduced. A research is needed to test the effect of the new loading method on retention and also the interest of policyholders. Fourth, the papers with regard to distribution channel have mainly focused on the policies and also the strategies as new channels such as direct marketing, bancassurance, and GA were introduced. The studies for a new insurance product were researched in the area of introduction of variable life and variable universal life, which popularizes them. With regard to the customers, the papers have mainly discussed the customer characteristics and satisfaction, the strategy for channel mix. It is expected to research to realize the triple-win, namely a channel strategy for satisfying channel, insurance companies and also consumers. Finally, with regard marketing strategy, the papers issued the channel-product-customer mix strategies and the market segmentation strategies such as STP (segmentation, targeting, positioning), CRM (customer relationship management) around 2000. However, most of these studies were only focused on policy proposals or model development. In order to have more practical implication a research is required to advise on establishing an useful marketing strategy in the field.