壽險業傳統經代通路經營分析--以台灣S壽險公司為例

The Investigation of Life Insurance Companies Operating Brokers and Agencies Distributions in Taiwan

廖乾任(Chyan-Renn Liao)

指導教授 ： 田峻吉

淡江大學/商學院/保險學系保險經營碩士在職專班/碩士(2009年)

https://doi.org/10.6846/TKU.2009.00335

摘要

我國保險市場自1993年全面開放，再加上2001年「金融控股公司法」三讀通過，保險業界於短短的十五年迅速蓬勃發展。截至2008年底國人的投保率已經突破200％，保險滲透度也達到15.70％，在全世界國家名列前茅，足見國人對保險觀念逐漸成熟，保險行銷通路也趨向多元化。
近年來，除傳統保險業務員通路與成長快速的銀行保險通路外，保險經紀人與保險代理人通路也扮演非常重要的角色。然而大型壽險業若同時採取業務員與保經代通路，如何去協調壽險公司與保經代通路之間的關係是非常重要的課題。2005年以業務員通路為主的S壽險公司卻投入此保險經代通路經營，引起壽險業的震撼，並觀望著S公司採取保經代通路的後續發展與效應。
本研究目的是探討壽險公司與保險經代通路之間的合作關係，藉由問卷調查方式，以S壽險公司簽約之保險經代人通路為樣本，研究此通路對於壽險公司資產、商品、作業流程的滿意程度，作為改善合作關係增進通路經營效率的依據。此外透過個案訪談，選擇兩家具代表性的合作保經代公司，深入了解其對於S壽險公司的觀感，以驗證問卷調查的結果。經探討分析後，本研究得到以下發現：
一、品牌並非經營保經代通路絕對的優勢。
二、商品策略為經營保經代通路成功的要素之一。
三、佣金高低為保險經代通路注重的項目。

關鍵字

多元通路/多重通路 ； 保險代理人/ 保險經紀人 ； 合作關係

並列摘要

The deregulation of Taiwan’s insurance market since 1993, coupled with executing the “Financial Holding Company Act” in 2001, has brought Taiwan’s insurance industry to a prosperous and rapid development. As of the end of 2008, the ratio of having insurance coverage on life insurance and annuity among the local population has surpassed 200%, and the insurance penetration has also reached 15.70%, a leading figure around the world, indicating that the local population’s insurance concept is maturing, and the insurance marketing channels are becoming diverse.
In recent years, besides the conventional insurance salesman distribution and rapidly growing bancassurance, the insurance agent and broker’s distribution has also played a significant role. A critical question arises in terms of how best to coordinate the relationship between life insurance companies and the insurance agent underwriting channel when insurance operators are to adopt the salesman and agent/broker distribution systems concurrently? In 2005, the salesman system-based S Life Insurance Company’s venturing into the insurance agent/broker distribution system has shaken the life insurance sector, with many operators holding a skeptical watch on the subsequent development and yield of S Company’s switching to the insurance agent/broker underwriting venue.
The main purpose of this paper investigates the cooperation relationship between life insurance companies and the insurance agent/broker distribution that signed a contract with S Life Insurance Company. This paper uses the questionnaire method to study how the distribution channel affects the life insurer’s assets, products, operating flow and levels of satisfaction, wit which to devise a premise for improving the cooperation relationship and enhancing the agent/broker distribution’s operating efficiency. Through the case interviews, two representative collaborative insurance agent/broker underwriting companies have been selected to gain in-depth understanding of their perception of S Life Insurance Company, and to validate the questionnaire survey findings. With the analysis results of questionnaire, the paper has derived the following findings:
I.The reputation of life insurance company does not play a prominent role in operating the insurance agent/broker underwriting distribution.
II.Product strategies of life insurers remain the critical elements of success in operating the insurance agent/broker underwriting distribution.
III.The ratio of commission is regards as an important factor for the insurance agent/broker underwriting distribution.

並列關鍵字

multi-channel ； insurance agent/insurance broker ； partnership

參考文獻

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