- 學位論文
COVID-19後保險業對防疫相關保險商品之設計策略及趨勢
Strategies and Trend of Insurance Products Related to Epidemic Prevention by the Insurance Industry after COVID-19.
摘要
2019年因COVID-19肆虐，全球上下皆受到嚴重侵襲。台灣也無法避免地受到侵襲。台灣保險業因COVID-19的大量爆發也受到鉅額的損失，因此預防下一次的大規模傳染病疫情是一件勢在必行的事情。本研究以保險業各公司熟悉COVID-19相關事務與資訊及防疫相關保險有深刻理解者為對象，探討COVID-19對台灣保險業之影響與防疫相關保險的未來趨勢。經深度訪談後，整理分析研究結果如下： 1.COVID-19對台灣保險業影響主要是高額的理賠金及短時間內大量的投保件。 2.提升消費者對防疫相關保險之購買意願提高消費者的風險意識是為第一首要。 3.防疫相關保險不建議單獨發行出售，可以以健康險附約方式配套出售。 保險是人們為了未來不確定性風險的管理手段，目的是為了保障未來正常的生活。面對大規模傳染病再度流行的風險，若防疫相關保險商品若能更有 保障效果或提高消費者的風險意識都將會使得消費者更有購買意願。本研究訪談結果對保險業行銷人員提供參考及建議，有助於保險公司了解消費者購買防疫相關產品需求並且藉此去擬定更有效之行銷策略或是未來進行新型防疫商品設計時提供輔助及參考。
並列摘要
The year 2019 witnessed the rampant spread of COVID-19, causing severe disruption worldwide. Taiwan was not exempt from its impact and suffered significant losses in the insurance industry due to the massive outbreak of COVID-19. Therefore, it is imperative to take preventive measures against future large-scale infectious disease epidemics. This study focuses on individuals within insurance companies who possess a profound understanding of COVID-19-related matters, information, and epidemic prevention-related insurance, aiming to explore the impact of COVID-19 on the Taiwanese insurance industry and the future trends of epidemic prevention-related insurance. Based on in-depth interviews, the research findings are summarized and analyzed as follows: 1. The main impact of COVID-19 on the Taiwanese insurance industry is a high volume of claims and a large number of policies sold within a short period. 2. Enhancing consumers' willingness to purchase epidemic prevention-related insurance relies primarily on raising their risk awareness. 3. It is not recommended to sell epidemic prevention-related insurance as a standalone product; instead, it can be offered as a supplementary rider to health insurance policies. Insurance serves as a means for individuals to manage uncertainties and risks in the future, aiming to safeguard a normal life ahead. Faced with the risk of a resurgence of large-scale infectious diseases, if epidemic prevention-related insurance products can provide better protection or increase consumers' risk awareness, it will undoubtedly boost their willingness to purchase. The interview results of this study provide insights and recommendations for marketing professionals in the insurance industry, helping insurance companies understand consumer demands for purchasing epidemic prevention-related products and enabling them to formulate more effective marketing strategies or provide assistance and reference for future designs of new epidemic prevention products.