NH농협 공제사업의 경쟁력 강화 방안에 관한 연구

Abstract

This study improvements of Nonghyup's multi-aid project based on its future reorganization to advance into insurance business and examined methods to secure competitiveness of Nonghyup's insurance business. As financial environment changes rapidly, financial industry set out to sell insurance products for increasing non-interest profits through business diversification from net interest margin dependent profit structure and it accelerated competition among financial industries. Therefore this study researched security of competitiveness by Nonghyup's multi-aid project because Nonghyup must overcome limitations of its multi-aid projects through the revision of Nonghyup laws and establishment of insurance related subsidiary companies, secure its competitiveness through the maintenance of exemption and enhance synergy effects of a holding company. It examined marketing management methods specialized by customers and channels for developing strategic products to cope with changes of insurance environment through demand survey of insurance and enhancing competitiveness of insurance marketing. It also studied methods of developing Nonghyup insurance which can help farmers' stable economic life in a dead zone of disaster by increasing commission income when more competitive insurance system is introduced through development of a new product, enhancement of marketing capacity and advancement of insurance system. For the purpose of securing competitiveness of NH insurance, Nonghyup should be developed to comprehensive financial group through the security of competitiveness of insurance products meeting insurance demander's needs, extension of professional sale channels, activation of policy insurance for increasing farmers' actual profits, capture of niche market, and extension of marketing education, and with these, it must make system which can be a help for Korean agriculture.