- 學位論文
產險公司在金控體系下共同行銷策略之探討
A Study on Operating Strategy of Co-marketing for Non-life Insurance Company under A Financial Holding Company System
摘要
臺灣2001年實施「金融控股公司法」後，讓一直以來倚重通路經營的產險業者多了一個壽險業務員通路的合作對象。本研究發現，產險業者中已積極經營壽險業務員通路之公司，其交叉銷售產險業務之成果相當顯著，壽險業務員貢獻產險之保費收入屢創新高。 本研究發現壽險業務員通路之經營確實足以影響產險公司之業務成長動能，同時藉由訪談產險業及保代公司的八位先進後，結果發現產險業如欲有效經營壽險業務員通路，應具備之條件包括：適合之專案商品、提供專業之輔銷人力、獨立之支援作業系統、完整之教育訓練以及量身訂作之獎勵制度。擁有這些條件後才能在壽險業務員通路發揮經營之綜效。在競爭日趨激烈的產險市場，希望藉由本研究之結論與建議可提供予金控公司下之產險業者擬定通路經營策略之參考，以提升公司經營之競爭力。
並列摘要
After the implementation of the "Financial Holding Company Act" in 2001, the non-life insurance company has the opportunity to use the salesman system of life insurance company to enhance its marketing under the same financial holding company. We find that a non-life insurance company engaging in co-marketing through the salesman system of life insurance under its holding company has significantly creased its insurance business proportion in recent years. This study also find that co-marketing with the life insurance salesman system under a holding company is indeed enough to affect the business growth of non-life insurance company. Based on the results of interviewing with 8 chief managers or vice presents of non-life insurance companies or insurance agency companies, we find several important factors for co-marketing using the salesman system of life insurance company under the holding company. These factors are as follows: suitable insurance products, professional marketing team, independent operating system, sound training program and a tailor-made incentive scheme. In a highly competitive non-life insurance market, the findings of this study aim to provide suggestions on mapping out the marketing strategy for non-life insurer under its financial holding company to strengthen its competitiveness.