Academic literature on the topic 'Nan Shan life insurance'

Purpose – Based on job embeddedness (JE) theory, the purpose of this paper is to explore the impact of goal orientation (GO) and JE on job stress for financial service salespersons in the indeterminate situation. Design/methodology/approach – Participants were 298 insurance salespersons employed at two major life insurance institutions in Taiwan: Nan Shan and Fubon – which were formerly the subsidiaries of two international financial groups, American International Group and International Netherland Group, respectively. The models were tested using the two-step structural equation procedure. Findings – Findings indicated that, compared with salespersons in the newly merged Fubon, those in Nan Shan, which was undergoing mergers and acquisitions, were found to be subject to higher job stress with lower JE. In the process of reducing stress, JE is an important mechanism. However, the modulating influence of embeddedness is dependent on salespersons’ GO. In situations of higher stress, learning-oriented salespersons (in Nan Shan) were unable to significantly reduce job stress until JE was introduced as a full mediator. However, in a lower stress context, performance-oriented salespersons (in Fubon) fully applied JE in order to relieve job stress. Research limitations/implications – Managers endeavor to help salespersons effectively improve stability and reduce job stress by exploiting salespersons’ dispositions. Originality/value – The contribution of this study includes identifying the role of JE on the relationship between GO and job stress for the contingency of an indeterminate state.

'Self-awareness' and the development of the autonomous subject (derived from Enlightenment and the Anglo-European philosophical traditions) has often been implicated in discussions of modernity. In East Asian societies where the Confucianist social order is seen as a deep-rooted social and cultural force, discussions of modernity and modernisation have often revolved around the tension between the spread of individualism and liberalism that come with modernisation and contact with the West. The preservation of traditional sociocultural values and familial and social structures that stress mutual obligations, social harmony and a certain form of "benign" paternalism have been key concerns. The popular television dramas in these societies seem to provide a public imaginary space where such tensions and conflicts are often played out in dramatic ways. They provide places were simulated or compromised solutions are proposed and explored. Popular TV romance dramas in particular can serve as a window to the ways in which the topic of the (non-) self-determining subject is explored. These dramas typically present a scenario in which strong mutual love and desire between two people come into conflict with the existing sociocultural values (e.g., familial, social constraints). In this paper, I analyse a recent popular South Korean TV romance drama: (1) Autumn in My Heart (also known as Endless Love I, Autumn for short below) and contrast it with (2) Friends, another recent popular TV romance drama jointly produced by television companies in Japan and South Korea. These cultural products are shown not only in their respective societies but also sold to television companies in other neighbouring countries; their VCD/DVDs are widely marketed and circulated in East Asian areas (e.g., Hong Kong, Taiwan, Mainland China). 1 Autumn is about a brother (played by Song Seung-hun) and sister (played by Song Hye-kyo) who had grown up together and had developed a very close relationship in a happy middle class family until one day the family found out that the girl was actually not their own. There had been a mistake in the hospital and two baby girls were swapped. Hye-kyo was 14 when this mistake was discovered. She returned to her real mother's poor working class home (her father died from blood cancer before she was born), while the middle class family left Korea for the States with their son and newly recovered daughter as an attempt to forget about the whole incident. From then on, Hye-kyo was separated from her "brother" (Seung-hun) and started her longing for him. Ten years later, the middle class family returned to South Korea and the "brother" and "sister" met again and fell in love. Seung-hun wanted to break his prior engagement with his fiancée to marry Hye-kyo. However, family and friends still saw them as "brother" and "sister" (despite the fact that they are not related in blood) and imposed great familial and social pressure on them to end their "improper" relationship. Later, Hye-kyo discovered that she had blood cancer. She hid her illness from Seung-hun and wished him happiness with his fiancé. Seung-hun, not knowing about Hye-kyo's illness, and under a guilty conscience to make it up to his fiancée (who had attempted suicide for him), consented to leave Hye-kyo and go back to the States with his fiancé. At the last moment, he found out about Hye-kyo's illness and rushed to the hospital. Families and friends were finally moved by their love for each other and did not prevent them from spending their last days together. Hye-kyo died from her illness soon and Seung-hun, having lost all hope and interest in life, was hit by a truck. To the Western audience, such a storyline may seem implausible and perhaps impossible. For instance, how can family and friends find any legitimate reasons to prevent Seung-hun and Hye-kyo from loving each other when they are not blood relatives? Seung-hun's father mentioned once that their "improper relationship" would bring disgrace to the family. His mother did not support their union, either, as she could not bear to see the "brother-sister" relationship being transformed into a romantic, sexual relationship. She became ill, tormented by her own guilty feelings: she blamed herself for not taking Hye-kyo with her to the States ten years ago and she thought that their "love" for each other was a tragic distortion of their original brotherly and sisterly feelings due to their long separation. On the other hand, Seung-hun felt guilty for breaking his prior promise to his fiancé. Hye-kyo was also full of guilty feelings for she felt that they were hurting everybody who cared about them. Almost 90% of the time when the couple talked to each other, they were in tears and were deeply tormented by the conflict between their perceived obligations towards family and friends who loved them and their strong desire to stay together. At one point, they decided to part so that "no one would get hurt any more" (without admitting that they themselves were deeply hurt). Such self-negating actions were coupled with an unquestioning acceptance of the legitimacy of the familial and social demands on them. Is the current South Korean society very much against the development of an autonomous individual and the individual's self-determining actions? On this issue, Korean cultural studies scholar Lee Dong-hoo had the following comments: Many Korean dramas, especially daily soap operas, put values on relationships, such as family relationship and friendship. Even a success story, which emphasizes one's own will to succeed, doesn't neglect the aspect of human relationships. … The traditional Confucianist ethics or patriarchal ideology can be found in the dramas' emphasis on relationship or one's social role. And I think that keeping good relationships is one of the survival strategies in Korea. The Korean society has been maintained by the closely connected social nets. The dramas may (unconsciously) reflect this reality. Lee's remarks about the importance of Confucianism in the Korean society are evidenced in the long-term activities of the well-organised Confucianist society ("Confucian Forest"), which maintains special schools in major cities and counties, offering instruction in Confucianist ethics, rituals and practices (Wu 27). Another example of Confucianist relational ethics can be found in the recent rejection by the South Korean parliament of the nominated female prime minister; one of the reasons quoted is that her son has chosen to be an American citizen (Nan 26). Before moving on to a discussion of the ideological implications of the tragic ending in Autumn, let us first look at another recent popular TV romance drama, Friends, which was jointly produced by Japanese and South Korean television companies. Interestingly, Friends did not start with a scene in Korea or Japan but with the Victorian Harbor scene in Hong Kong, with spectacular cosmopolitan skyscrapers in the background, and a Western-style saxophonist playing Jazz music in a busy street corner. Tomoko, a tourist from Japan, was left on her own by her colleague who had travelled with her on holiday but was keen to see her boyfriend who worked in Hong Kong. Soon, Tomoko was robbed of her handbag in a busy street. In chasing the robber, she mistook Kim as the culprit. After the misunderstanding was cleared up, they became friends. Kim was a college student from South Korea and an active member of the Film society in his university. He was in Hong Kong trying to shoot his first and last movie on a shoestring budget (last because he had decided to give up film-making after this to conform to his father's wish for him to run the family business). Tomoko agreed to help Kim by acting in his movie, which was about a young woman running and searching for true love in the busy streets of a foreign place (Hong Kong). After the short stay in Hong Kong, they returned to Japan and Korea respectively and started their e-mail correspondence. Soon they fell in love. Tomoko felt that corresponding with Kim made her able to like herself again. Coming from a divorced, single-parent family and not doing very well in school, she had tried to commit suicide before. Her lowly, routine job as a sales assistant in a big department store in Tokyo also gave her little satisfaction and purpose in life. However, after starting her romance with Kim, Tomoko seemed to have regained confidence in herself and a purpose in life -- she started taking lessons in the Korean language, worked very hard and finally succeeded in becoming a tour guide for Korean trips so that she could move to South Korea. Likewise, Kim found that he could become himself again when he was with Tomoko. Tomoko encouraged him to pursue his dream of becoming a movie director. However, aggravating family pressure later made Kim wonder whether he was right in defying his father's wishes (by pursuing a film career and loving a Japanese woman) and he blamed Tomoko for his strained relationship with his father. Tomoko, dejected and heart-broken, returned to Japan. Kim, having lost Tomoko, came to his senses and returned to his low-paid job as a film production assistant. Finally he succeeded in gaining a prize for his movie and his parents came to the award ceremony indicating a softening on the part of his father, who finally came to recognise the value of, and his passion for, film work. Kim later became re-united with Tomoko. The happy ending of Friends stands in sharp contrast with the tragic ending of Autumn. The simulated ending of Friends reflects "imaginary realism", one of the newly appropriated strategies based on marketing considerations found in the recent hugely successful blockbuster movies produced in South Korea; it "enables [one] to escape the restrictions of reality without losing a sense of the real" (Lee 12). In Autumn, Hye-kyo frequently said to Seung-hun that their actions would be punished and she later remarked that her illness was a punishment for hurting other people. This tragic ending thus seems to have the ideological, didactic effect of teaching about the punishment for violating the Confucianist social order. Friends, on the other hand, seems to use the hybrid, third space created by the cosmopolitan scene and Western symbols (the Western street musician playing jazz) in Hong Kong (a former British colony which claims itself to be "the Manhattan of Asia") to fabricate a modernised, Westernised and yet still Asian background for the love story to start in. Tomoko was instrumental in inducing Kim to follow his dream, to become the person he really wanted to be. Kim's subsequent success which helped win the acceptance of his father symbolises the possibility of the maturing of the self-determining subject in the new, globalised economic order (Kim's superior in Kim's military service once encouraged him to follow his passion and contribute to the film-making industry to bring glory to the nation) and the possible gradual transition from Confucianism to a certain form of nationalist liberalism in South Korea (e.g., following one's dream and contributing to national glory simultaneously), under the influence of seemingly more Wesernised neighbouring societies (e.g., Japan, Hong Kong). Autumn and Friends seem to represent two different possible stances towards the traditional order at this historical juncture when South Korea is experiencing enormous economic success and going through modernisation and a certain degree of Westernisation that come with its participation in the global economic order. Sociocultural tensions, conflicts and resolutions are simulated and explored in the relatively safe, imaginary space of popular TV dramas, which apart from playing their economic part in a highly successful national media industry, also play an important role in engaging the transnational public (e.g., audiences in East Asian societies which share a Confucianist tradition) with sociocultural issues in an imaginary space. As in the feminist retelling and re-staging of the traditional Chinese opera Butterfly Lovers in newly formed Communist China in the 1950s to explore the self-determining subject and autonomous actions of the female protagonist (Li), these Korean TV dramas seem to provide an important public space for the explorations of a society's cultural ethos and the contested issues of modernity, Westernisation and cosmopolitanisation. They reflect the articulation of different (contradictory) cultural, economic and historical forces and their potential constitutive impact on the future sociocultural landscape of East Asian societies awaits further research. Notes For instance, the media in Hong Kong and China readily talk of the coming of the "Korean Wave" and the names of Korean TV idols such as Song Hye-kyo, Song Seung-hun and Won Bin (who co-starred in Autumn) are familiar to many Chinese young people. The final episode of Autumn aired on Asia Television (ATV) in August 2002 had attracted as high as 70% of that night's television audience in Hong Kong, a rare phenomenon that ATV hurried to boast of. References Lee, Dong-Hoo. "Relationships in Korean Dramas". E-mail communication to the author, 6 August 2002. Lee, Sooyeon. Explaining the South Korean blockbuster movies: An industrial and textual analysis. Unpublished manuscript. Korean Women's Development Institute, South Korea, 2002. Li, Siu Leung. Cross-dressing in Chinese opera. Hong Kong: The University of Hong Kong Press, 2001. Nan, Li Ming. "Broken dream of female prime minister in a sad South Korea [in Chinese]." Yazhou Zhoukan—The International Chinese Newsweekly, 12-18 August 2002: 26. Wu, Le Shan. "Female prime minister in South Korea's new era [in Chinese]." Yazhou Zhoukan—The International Chinese Newsweekly, 22-28 July 2002: 26-27. Citation reference for this article Substitute your date of access for Dn Month Year etc... MLA Style Lin, Angel M. Y.. "Modernity and the Self" M/C: A Journal of Media and Culture 5.5 (2002). [your date of access] < http://www.media-culture.org.au/mc/0210/Lin.html &gt. Chicago Style Lin, Angel M. Y., "Modernity and the Self" M/C: A Journal of Media and Culture 5, no. 5 (2002), < http://www.media-culture.org.au/mc/0210/Lin.html &gt ([your date of access]). APA Style Lin, Angel M. Y.. (2002) Modernity and the Self. M/C: A Journal of Media and Culture 5(5). < http://www.media-culture.org.au/mc/0210/Lin.html &gt ([your date of access]).

碩士
國立交通大學
管理學院財務金融學程
105
Insurance industry in Taiwan began from 1947, when the first insurance company started, and went through booming stage after opening to foreigner, during financial crisis in 2008, many foreign insurance companies divested from Taiwan, resulted in the change of insurance industry territory. nowadays, FinTech rise, which is another challenge to the traditional insurance industry. Nan Shan Life has been established for 54 years, and experienced all the ups and downs, this case study introducing the past and present of Nan Shan Life, exploring it’s transformation from the perspectives of corporate culture, business philosophy and customer service, also analogizing the spirit of customer-centric and people oritented will be the way to successful by business model comparison of Walmart, Starbucks and Amazon.

碩士
國立雲林科技大學
財務金融系
107
The labor market of insurance business is marked as having high employee turnover.At the same time, the insurance companies emphasize customer service and the high employee turnover may cause the low retention rate of insurance and high operating cost.Therefore, how to reduce employee turnover through employee training program is an important issue for insurance industry.This study uses the sample of Sanshang Meibang Life Insurance and Nanshan Life Insurance to conduct the analysis.Our results show that higher training expenses relates to higher employee stability and performance.

碩士
大葉大學
管理學院碩士在職專班
97
This study integrated the related factors which resulted in having turnover intention for life insurance agents. These factors typically consisted of three dimensions. The first dimension referred to personal factors, which include job performance, personality traits, job satisfaction, and payment satisfaction. The second dimension was that of organizational factors that contain organization climate, commitment to organization, incentive system, and transformational leadership style. As for the third dimension of environmental factor, it was comprised of boom awareness and awareness of employment opportunity in marketplace. The study began with exploring what the effect that the various variables have on turnover intention, then using time factor as extraneous variable to examine how the moderating effect affecting the turnover inclination by the various variables. Study tool was that a questionnaire. The participants chosen to fill the questionnaire were the life insurance agents with the same service time selected from the 6 agency offices in Taichung, NanShan Life Insurance Co.Ltd. Taiwan. The questionnaire was filled in the months of Jan., Feb., and Apr. in a given year by the participants. The analytical method was that of simple regressions and general linear models to test each hypothesis. And the findings are as follow: Different age and different education background of life insurance agents are showing significant discrepancies on turnover inclination; It is personality traits, job satisfaction, payment satisfaction, organization climate, commitment to organization, incentive system, and awareness of boom that all having negative effect on turnover inclination; however, it is work stress that demonstrate positive effect on intent to leave; Time factor shows a moderating effect on the relationship between the variables of work performance, personality traits, job satisfaction, payment satisfaction, organization climate, work stress, commitment to organization, incentive system, and transformational leadership style and the turnover inclination. Further researches may retest (the relationship) by using the secondary information and the marketplace employment opportunities which were recognized from the boom awareness, discuss whether the work stress source of life insurance agents is caused by the macro-environment change, and systematically construct the scale of environmental dimension factor and a leadership style scale that exclusively used by the life insurance.

碩士
健行科技大學
國際企業管理研究所
101
In 2008, the global financial crisis impacted the entire world. During this period all industries were faced with strong daunting challenges including the insurance industry in Taiwan. The world’s attention focused on the American International Group AIG who was forced to sell a major insurance section which was one of their golden egg companies – Nan Shan Ren Shou. It experienced financial difficulties, and periodically changing stocks. Finally in August 2011, Run Tai Group bought into Nan Shan Ren Shou and became the major stock holder and it also obtained financial control over the company. Because of the advancement of the internet, decreasing interest rates, and insurance regulating bodies implementing severe control over coverage policies caused Taiwan’s insurance industry to face a buyer saturation point that produced fewer profits. Insurance companies had to control their capital investments more efficiently as well as their management hierarchies.The main purpose of this research was to evaluate Nan Shan Ren Shou’s management style and to use related agencies data as provided by Taiwan’s Economy Research Institute, Taiwan’s Economic Newspapers, the Insurance Bureau, and the Conservatorship Insurance Developing Center, as well as related data from published research reports and past thesis as statistical references. In addition, it utilized related documentation and information that focused on Nan Shan Ren Shou’s internal and external environment to conduct advanced SWOT analysis studies to identify key points and factors for successful management strategies.By becoming a WTO member, the country’s insurance market became internationalized. Using internalization to helped increase Taiwan’s competitive ability and open up the international market. In addition, after joining MOU, Taiwan’s financial industry had the opportunity to open doors into the Chinese market. Soon after Taiwan signed the ECFA, local investors were able openly conduct business with China. Nan Shan insurance company can rely on its own marketing strategy to open up the China market which is inevitable: On the other hand, expanding its market into Southeast Asia is becoming a marketing necessity. The insurance industries owns tremendous amount of capital to invest in that market. Nan Shan has many choices to invest in various opportunities such as government bonds, stocks, government funds, real estate, and loans etc. but Nan Shan has to balance its investment portfolio between negotiable securities and real estate. By pursuing this strategy, it is believed that Nan Shan will open up a brighter future in insurance industry.

碩士
國立交通大學
管理學院高階主管管理碩士學程
103
From 2008 to 2011, through tough process, Nan Shan Life is the biggest financial institution’s merge throughout R.O.C history, it’s also the most restrictive transaction. It’s a great honor for me to witness and expect “Every cloud has a silver lining.”. I’m glad to record the history through this thesis. It’s 100 years between the Revolution of 1911 and the first year of new Nan Shan Life in 2011. It’s maybe the arrangement of the God, a new start. I studied for three years in National Taiwan University Library and got certifications of CPAs and CSIA in 2011. Having the great things, I write the thesis to think about what’s next step. With GDP growth less than 1% for two consecutive years, ratio of having insurance coverage is over 223% and low interest; all of them are outside threats. Taiwan has already become an aging society. They’re outside opportunities that life insurance companies become business-like social enterprises and evolution of bank distribution of insurance. I’d like to take this opportunities to find out Blue Ocean Strategy of Nan Shan Life.

碩士
僑光科技大學
資訊科技研究所
99
Due to the training and operational factors for an insurance broker, industry systems and the provisions for the professional information of an Insurance Salesman are very different from other occupations of industries, also the training is quite different. From the personal studiey, we tenow that of personality would certain effect the results of knowledge-sharing. The purposes of this study as follows: 1. Investigating the relation of personality to knowledge-sharing willingness. 2. Investigating the personality of higher-willingness to knowledge-sharing. This research uses questionnaire survey as a procedure. The subjects of the study are from Nan Shan Insurance Company. The questionnaire includes three main parts, personality, knowledge-sharing and personal information. The grand total provides 500 copies, recycling effective 307 questionnaires, deducting 281 invalid questionnaires, the effective questionnaire recycling a rate 56.2%. After analyzing by SPSS12, we found the sample of the personality centralizes at affinity and extrovert, and the samples of the extrovert are more than affinity. This situation may be relevant to choosing staff in the insurance, educational training and culture organization. In the other hand, the salesmen need to face a lot of frustrations, and therefore it forms a natural selection in this environment, it will eliminate other personality from general business, the interaction with colleagues and boss is also a competition. So under this culture organization, the member in the organization will encourage and push each other through the company competition and the target of the organization. They create an environment to affect those staff, and stimulate them to develop a personality which is suitable to the environment, it is consistent with a contention which is the environment will influence a person. So it will become a virtuous circle and automatic sifting organization.

碩士
國立高雄第一科技大學
風險管理與保險所
91
Before the life insurance employee only undertook the sale of the life insurance, they couldn''t stride over to the property insurance, but since Year 1998, Taiwan government opened the property and life insurance co-marketing, the registrations for the number of the property insurance salesman increase, also bring the growth on the achievement for the property insurance company. But for the property insurance company, how to let the life insurance employee understand the mode of operation on the property insurance company, how to face the product marketing, training, settlement of claim of the property insurance handle etc., how to inquire the life insurance employee at face the property insurance marketing on the problem and harassments, to be used as the property insurance company and life insurance company refer for the property and life insurance co-marketing. Theis study is based on Nan Shan Life Insurance Company and AIU Insurance Company Taiwan Branch. In this research, we analyzed the life insurance employee''s attitude for the property and life insurance co-marketing. This study surveyed 800 questionnaires totally for the life insurance employee and got back 578 effective questionnaires. Through this study, the major conclusions are as follows： 1.There exist significant differences for the life insurance employee personal basic data in the product marketing, price orientation, service feeling. 2.The life insurance employee in the property and life insurance co-marketing have higher approbation, with the male life insurance employee、lower work years in the life insurance、the property and life insurance marketing seniority below a year or have the property insurance salesman license, central part regional life insurance employee. 3.The average monthly income of month is higher; the title is higher and undertakes life insurance seniority that is longer, for the satisfied degree of the property insurance company more bad. 4.There exist significant differences for personal basic data of the life insurance employee and have the property and life insurance co-marketing experience for the settlement of claim transaction, marketing, training and jobs payment.

碩士
國立政治大學
經營管理碩士學程
92
Following the trend of internationalization and deregulation, many new life insurance companies were set up in Taiwan under such circumstances. As a result, competition intension was driven all around the market. In view of the changes of economic conditions and profitability, which are increasing the operation cost, life insurance industry move towards the industry realignment as well as arising mergers and acquisitions. More than ever, life insurance industry shall enhance not only the development of organization but also the efficiency of the use of human resources in the future to retain the business profit as the competition intensifies. In consideration of the labor relationship and benefit, the Labor Standards Law in Taiwan was announced by the government. Insurance industry has also been applied since April 1st , 1998 but made a serious impact in life insurance industry even caused the demonstration of outdoor employee. This paper is trying to analyze the problems of current implementation for Labor Standards Law and hope to purpose the solution regarding the application of outdoor staff for life insurance companies. Life insurance companies should specifically focus on the retirement plan for outdoor employee in advance. The benefit of retirement plan is based on the accumulation of time period and compound interest . Therefore, the retirement scheme should encourage outdoor employee to meet with requirement of incentive system and to receive more efficiency in using human resources as well as to optimize their creation of successful performance. The purpose of this paper is to review the development of labor pension scheme and to analyze the appropriateness for the implementation of Labor Standards Law. This paper uses two real cases as sample: Nan Shan Life and ING Antai Life on the basis of their history, operating concept, organization and the specialty of outdoor employee to study for the retirement scheme of outdoor employee in life insurance industry. This paper also evaluates the impact and influence for the application of outdoor employee under Labor Standards Law for life insurance companies to provide conclusions and recommendations for reference in this aspect. Keywords : outdoor employee, retirement scheme, labor standards law, Nan Shan life insurance, ING Antai life insurance

碩士
國立中山大學
高階經營碩士班
91
Abstract To probe deeply into the Customer Relationship Management strategy and operation flow of life Insurance. - ex. Nan Shan life Insurance Co, LTD. Due to the well development of information technology (IT) during the recent years, the clearance of the contents and knowledge as well as the price offered of life insurance caused the dramatic competition in this industry. The commodity of life insurance is only an intangible contract , it has to be relied on the operation combining with company image, reputation and the trust from customers for long term. Also they are the promise and responsibility to their clients. The marketing of life insurance is different from the other industries , it is an intangible deal. Owing to the variation of the whole environment comes the drastic competition, life insurance is the buyer’s market oriented instead of seller’s . It says the cost to create a new account is about 6 times or even 5 less or 10 more to maintain an old customer. Therefore, this industry has to pay more attention on the current accounts on hand and try to attract new clients to be owned gradually. To look for a break through as the task of the greatest urgency at present is to make good use of Customer Concept, which is to take good care of the CRM, to enhance customers’ loyalty and satisfaction as to keep our clients and wish them also to introduce new accounts for us. Therefore, CRM is the most important part of life insurance. Previousely most of the customers’ data base is incomplete. Now it is the e century, we can take the advantage by using the IT service to do a good CRM one to one deeply as to cope with the competition. To look into the 21th century, now the form of customer group is varied, the market is also different, they reform the market direction of life insurance industry as well—from the commodity oriented to the customer base. Besides, the insurants now expect the value of commodity and service much more than before and also very sensitive to them. They would like the custom made offer, voluntarily to participate in the offer, they no longer accept the offer passively. Consequentially, we have to make the design-in service and one-to-one commodity as our new marketing strategy. Following is the planning on CRM case study—How to cite the 4 big steps of Pepper & Roger’s Model and 5W to probe the execution of tactic and operation flow, meanwhile, to learn and to execute the 4 conceptions of Customer Process Cycle Model to achieve the company strategy target of this CRM case. The findings through this research are : 1. Nan Shan Life Insurance Co, LTD. especially stress the function and operation of Call Center and result in the significant achievements. It is the most important area and elite of CRM. 2. By the CRM system integration and collecting the customers’ information from time to time, the system can understand the customer’s value and update it. Moreover, with the concept and technique of CRM Data warehouse and Data mining, it can record and analysize the customer’s behavior mode then look for the target market as to correct the strategy of service and marketing in time(to carry out the project marketing) 3. In regards to the customer segment, according to the items of those information that Nan Shan Life Insurance Co, LTD. searching and collecting, it is not easy to make out the customer value-based and only can segment the customers by Need-based. Moreover, it is uneasy to find out the value of effective segment customer for company, but, it can rely on customer’s demand to look for suitable service and commodity to your customers. 4. As human is the main motive for interaction between insurance and customer, sales rep. is acting a key role in this business. The CRM system of Nan Shan Life Insurance Co, LTD. requests the rep. to have the deal done by using the e-tooling and IT. They are pretty successful in the efficiency. 5. The skeleton of IT in CRM is very intact, which provides extensive channels for data surfing. Do pay the attention on insurant’s servicing articles and convenience, direct contact with customers and do the best to find the chance to contact your customers. There are so many ways to communicate effectively with the customers by science and technology, no space-time limitation on communication: （1） www.nanshanlife.com.tw （2） E-mail （3） Telephone (Call center) （4） Cellular phone news flash （5） Sales representatives （6） Mail or DM 6. The construction of e-tooling in Nan Shan life Insurance Co, LTD. is perfect. It is also excellent on providing the design-in commodity and servicing. There have been 10 marketing projects presented within one year, they are all P/S after the analysis from customer segment. However, the training for the outside field sales reps. has to be re-inforced because there were too many projects presented within a short period of time, they can not comprehend completely duly and fail to become CI and CK then it will change the customers’ purchasing habit. 7. The customer’s information will not be complete collected in case the rep. is not practicable in the operation of CRM. The following proposals are brought up after the research: （1） To share the company current situation and various information with the insurant via e-mail or internet, such as the operation of investment. To deem your customers as the stock shareholders or partners, you will get the trust from your accounts. On the other hand, they will also be proud that they are the insurant of Nanshan. Life Insurance. （2） Recommend to use ES From 2002, the reps. prefer to deal with the investment insurance policy. If the education system can combine with the ES to do the financial planning, you will be a financial specialist soon. （3） Rep. is the interface to communicate with customers, while, there is always no good performance on those activities for projected commodity with the less bonus. It can link up with the campaign of balance score card to evaluate the performance and give the pressure on rep. to achieve the execution efficiency and target of CRM. （4） Nan Shan Life Insurance Co, LTD. does not only have a very good performance on the 4 steps of CRM flow but also can be pattern for those companies in the same business who would like to achieve company target by the way of CRM. It can be even perfect if they can consider their own company culture, background and market demand then modify a bit to be their own.