產險經紀人經營個人傷害保險行銷行為之研究

A study of Personal Accident Insurance on Marketing Channels by Insurance Brokers

張傑昌(Chieh-Chang Chang)

指導教授 ： 廖述源

淡江大學/商學院/保險學系保險經營碩士在職專班/碩士(2006年)

https://doi.org/10.6846/TKU.2006.00335

摘要

傷害險經營確實提供了產險公司產銷分離的發展契機，面對與過往截然不同的經營型態與市場選擇時，運用保險經紀人公司之通路拓展無疑是最佳方法之一，尤其為產壽險業皆深入經營之險種,勢必加速市場競爭型態與商品發展。
今以銀行、證券、經紀人公司之業務員為例，針對個人傷害保險商品行銷行為和環境作商品問卷分析，透過不同性質市場交互了解，提供被保險人能對市場環境與商品發展有更多認識，確保權利保全與義務履行，亦能肯定保險經紀人存在之正面積極角色與社會化功能。
本研究所探討內容為產險經紀人經營個人傷害保險行銷行為中影響因素探討，分析業務員行銷環境、傷害險商品服務認知、傷害險商品發展、行業態度與組織文化等，藉由行銷組織型態探討與行銷行為實證統計分析之，作為消費者對個人傷害保險要保時能知如何享受其權利與應盡義務之參考，同時提供產險經紀人如何維繫保險契約當事人間權利與義務之履行，建立與客戶忠誠長遠的夥伴關係，如此方能建立公平合理市場環境與優質契約的維持，保險互助社會化功能才能真正發揮，產險經紀人存在的積極服務功能才能真正彰顯出來。

關鍵字

保險輔助人 ； 保險經紀人 ； 個人傷害保險 ； 代理理論

並列摘要

Accident insurance business indeed offers non-life insurance company a developing opportunity to separate insurance and channels. When we face totally different business type and choice, It’s one of the better methods to exert insurance brokers. Especially it’s common business for the Non-life and Life ins. Industry. It is a tendency to accelerate market competition and product development.
For example, in order to evaluate selling behavior and environment, we focus on bank, security or broker agents and made many questionnaires. Through different market segments, we understand more knowledge about market environment and product development which can provide for insured. Not only to secure their privileges but also ascertain brokers positive roles and socialized function.
The research analyzes non-life insurance broker’s selling behaviors to run individual accident business, the marketing environment, product service recognition, product development, vocational attitude, organization culture and
o on. By means of type and statistics analysis, it’s a reference for clients. At the same moment, non-life brokers can understand how to let insured know his privilege and obligation, how to get well along with clients. As a result, we can establish a fair market environment and maintain good quality contracts. Insurance mutual sociality can be really exerted. The value and service function of non-life brokers can be truly showed.

並列關鍵字

Insurance Auxiliary ； Insurance Brokers ； Personal Accident Insurance ； Agency Problem

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