人壽保險公司企業社會責任之個案研究

近年來企業社會責任在臺灣受到廣泛的重視，但是實務上對於各個行業如何履行社會責任企業的作法，目前仍然缺乏有關的參考資料。準此，本研究主要利用個案研究法來進行個案人壽保險公司履行企業社會責任之行為的探討，期盼經由本論文之撰述，能增進個案公司與保險同業於未來更能有效的履行企業社會責任，增進社會的福祉。本研究歸納出企業執行企業社會責任活動之成功因素有(1)活動確實針對特定弱勢族群設計、(2)確實有效幫助弱勢族群、(3)與公司本業相關等；而失敗之活動設計則主要導因(1)內部員工支持率低、(2)沒有成效使得無法達成善意目的、(3)與公司本業關聯性不高等；因此建議企業於後續設計與規劃活動時，應注意(1)是否與公司本業相關、(2)活動之設計是否能有效針對目標地區或民眾之需求給予輔助支援、(3)活動之執行是否受內部員工支持等面向。

關鍵字

企業社會責任；人壽保險公司；個案研究

並列摘要

Corporate social responsibility (CSR) has recently drawn widespread attention in Taiwan. However, for how to fulfill CSR in various industries, there is still lack of relevant references. This study mainly use case study to explore and analyze how a life insurance company in Taiwan conducts activities to fulfill its CSR. According to research finding, this study also makes suggestion on how a life insurance company can refine its CSR activities. This study concludes that there are three factors that lead to a successful CSR activity: (1) tailor-made design for disadvantaged groups, (2) effectiveness in helping the disadvantaged groups, (3) relatedness with the core business of the company. On the other hand, factors that lead to an unsuccessful CSR activity are: (1) internal staff do not voluntarily support, (2) failure to meet the good will of the activity itself, (3) irrelevancy with the company’s main business. Therefore, this study suggests that while designing and planning subsequent CSR activities, life insurance companies should pay attention to (1) whether the activity is related with their core business, (2) whether the activity is designed to meet the region-specific or group-specific need, (3) whether the activity is widely supported by the company’s employees.