商業型長期照護保險的行銷策略之研究－運用分析層級程序法

The Marketing Strategy of Commercial Long-Term Care Insurance - Using AHP

李梓林(Tzu-Lin Lee)

指導教授 ： 李旭華

淡江大學/商管學院/管理科學學系博士班/博士(2021年)

https://doi.org/10.6846/TKU.2021.00087

摘要

在國人平均壽命延長、少子化及社會環境改變等因素的影響下，我國老年人口急遽增加，老化速度堪稱世界第一。「長期照顧」已經成為現今社會特別關注的議題。國人對於商業型長期照護保險的認知不足，認同度不夠，投保率偏低，以至於需要長期照顧時，必須花費龐大的照顧費用，影響家庭經濟與生活品質。
近年來保險公司為因應現今社會對長期照顧的需求殷切而極力推廣長期照護保險商品，但投保率卻不高，因此希望從分析市場機會，找出問題核心，透過「專家深度訪談」及運用「分析層級程序法」做評選分析，研究出解決銷售癥結的方法與技術，研擬推展商業型長期照護保險最佳的行銷策略，最後提出建全發展長期照護保險市場的建議與目標方向。
對保險業者而言，「長期照護保險」絕對是一個極具發展潛力的市場，而目前針對推展商業型長期照護保險的研究，以探索性研究與統計性分析交互運用在行銷策略的國內、外文獻資料並不多，透過本篇論文的研究結果，希望對保險經紀人公司在未來的行銷管理及保險經營上，能夠有所貢獻。
從研究結果，可以發現：
一、保險經紀人可以客觀為保戶分析與選擇長期照護保險的優勢及利益。
二、現行長期照護保險的理賠認定標準及保費結構，已具有競爭力。
三、保險經紀人的專業素養與服務品質，將影響長期照護保險的銷售績效。
四、「區隔化策略」是保險經紀人公司經營商業型長期照護保險市場最具競爭優勢 的行銷策略。
五、商業型長期照護保險市場是保險經紀人公司未來很重要的經營利潤及收益來源。

關鍵字

商業型長期照護保險 ； 行銷策略 ； 分析層級程序法(AHP) ； 專家深度訪談 ； 保險經紀人公司 ； 區隔化策略

並列摘要

Under the influence of factors such as prolonged life expectancy, declining birthrate and changes in the social environment, the elderly population in my country
has increased rapidly, and the rate of aging is the highest in the world. "Long-term care" has become a topic of special concern in today's society. People have insufficient knowledge and recognition of commercial long-term care insurance, and the insurance coverage rate is so low that when long-term care is needed, huge care costs must be spent, which affects family economy and quality of life.
In recent years, insurance companies have tried to promote long-term care insurance products in response to the current social demand for long-term care, but the insurance coverage rate is not high. Therefore, they hope to analyze market opportunities to find the core of the problem, through " open-ended expert interview " and the use of "AHP" conducts selection and analysis, studies methods and technologies to solve sales problems, develops the best marketing strategy for commercial long-term care insurance, and finally puts forward suggestions and target directions for building and developing the long-term care insurance market.
For insurers, "long-term care insurance" is definitely a market with great development potential. At present, there are not many domestic and foreign literatures on the promotion of commercial long-term care insurance and the interactive application of exploratory research and statistical analysis in marketing strategies. Through the research results of this paper, I hope to contribute to the insurance broker company's future marketing management and insurance operations.
From the research results, we can find:
1. Insurance brokers can objectively analyze and choose the advantages and benefits of long-term care insurance for policyholders.
2. The current long-term care insurance claims standard and premium structure are already competitive.
3. The professionalism and service quality of insurance brokers will affect the sales performance of long-term care insurance.
4. "Differentiation strategy" is the most competitive marketing strategy for insurance broker companies operating in the commercial long-term care insurance market.
5. The commercial long-term care insurance market is an important source of operating profits and income for insurance broker companies in the future.

並列關鍵字

commercial long-term care insurance ； marketing strategy ； Analytic Hierarchy Process(AHP) ； open-ended expert interview ； insurance broker company ； Segmentation strategy

參考文獻

參考文獻

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