壽險通訊處關鍵成功因素之研究‏

Study of communications service operation and development of life insurance

楊秀華(Hua-Hsiu Yang)

指導教授 ： 李弘暉

元智大學/管理學院/管理碩士在職專班/碩士(2012年)

摘要

中文摘要
我國壽險公司的銷售系統，採用壽險公司業務人員、代理人，以及經紀人等業務體系，而多數的壽險公司透過大量的業務人員來佔有市場，但有了大批的業務員，且客戶分散在各區域，為了便於發展與管理，壽險公司通常於各地區成立通訊處，以便利業務人員的教育、拜訪與銷售。由於各通訊處的成效不同，有鑑於此，本研究透過個案研究方法，以台灣人壽保險金融集團的五個成功通訊處作為研究對象，透過深度訪談的方式，配合相關理論視角，試圖瞭解了解成功通訊處，分別在「人才培育」、「組織文化」、以及「領導風格」方面運用了哪些策略。
我們的研究顯示一個成功的壽險業通訊處，在人才培育方面擁有一套完整的「增員、引導、培育、養成、發展」系統，而組織文化多採取「支持型文化」的行事作風，組織的領導者風格，則為「轉換型領導」，也就是交易型與魅力型的結合運用。因此，以「人」為主的壽險通訊處，透過這些策略得以永續發展經營。
關鍵字：壽險公司、通訊處、人才培育、組織文化、領導風格

關鍵字

壽險公司 ； 通訊處 ； 人才培育 ； 組織文化 ； 領導風格

並列摘要

Abstract
The development of insurance company marketing systems in Taiwan highly rely on sales, brokers, and agents to exploit it market, and the insurance company consequently recruits a large number of employees in order to keep close with domestic customers and quickly occupy the market. Therefore, it is need for the insurance company to establish service offices around Taiwan to manage and train domestic employees and facilitate its business. Although the mother insurance company offers the same resources to its service offices, the performance of them are quite different. So, we adopt case study as a tool based on solid theories, and investigate five successful service offices of Taiwan Life Insurance Co. Ltd. The purpose of this research is to identify the strategies that successful service offices utilize on human resources, organizational culture, and leadership style.
Our research finds that a successful service office has a complete human resources system from recruitment, orientation, training, cultivation, to development. It also conducts a supportive culture and demonstrates transformational leadership, the combination of charismatic leadership and transactional leadership. With these strategies, the services offices of the people-oriented insurance company can achieve sustainable development.
Key Words: the insurance company, the service office, human resources, organizational culture, leadership style

並列關鍵字

leadership style ； the insurance company ； the service office ； human resources ； organizational culture

參考文獻

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