保險業數位轉型之服務系統設計與作業策略矩陣分析－以F保險經紀公司為例

運用資料探勘技術可增加對使用者需求的深刻理解、制定以使用者服務驅動的轉型策略。該研究以方法目的鏈(Means-End Chain)理論與文字探勘的二階段分析程序建構服務應用系統設計框架為主題，參考服務設計、保險業數位化現況、保險業創新機會、企業轉型策略的文獻，進而提出保險業數位化轉型策略。本研究架構須由服務概念出發，涵蓋服務營運與資料探勘，起自服務構面之提取至服務策略之形成，終至導入服務系統成果衡量之回饋機制，以擷取重要構面、闡述服務價值與其思考脈絡，以釐清服務概念來建構服務應用系統設計框架與實務推動。此模式有幾項主要特點。一、由二階段分析程序提取的服務構面來執行服務系統設計規劃的架構，同時考量實務上的服務價值與服務營運，以發展保險業數位化轉型策略的內容與過程。二、透過應用服務系統以服務接觸三角提供三方價值，強調營運人員、策略人員、組織三方的需求。三、從組織營運層面先行把關，降低策略分析之偏誤。本研究並以個案分析、質量化驗證的方式，探討服務應用系統設計框架的實際成功應用。

關鍵字

保險業服務系統設計；保險業數位轉型策略；文字探勘與方法目的鏈；服務營運模式；應用系統設計

並列摘要

The use of data mining technology can increase the in-depth understanding of user needs and formulate user service-driven strategies. The research is based on the theme of the two-stage analysis program writing service application system design framework of the Means-End Chain theory and text exploration, and refers to the theoretical design of services, the digital status of the insurance industry, innovation opportunities in the insurance industry, and the theoretical design of corporate transformation strategies. The theoretical business transformation strategy proposed now. The research must start from the concept of service, span service outsourcing and data exploration, from the extraction of service dimensions to the formation of service strategies, to the introduction of service system results architecture, and the final feedback mechanism to capture important dimensions and service value combined thinking Context, to clarify the service concept to form a service application system design framework and practical description. There are several main features of the model. 1. The service dimensions extracted by the two-stage analysis process are used to implement the design and planning structure. At the same time, the practical service value and service operation are considered to develop the content and process of the digital transformation strategy of the insurance industry. 2. Run through the application service system to provide tripartite value with a service contact triangle, and pay attention to the needs of operators, strategists, and organizations. Third, check the oral language of the organization and service first, and reduce the bias of strategic analysis. This study also explores the practical application of a successful service application system design framework by means of case analysis and quality verification.