以保險經紀人角度探討純網路投保之可行性分析

本研究以保險經紀人公司為主體進行深度訪談，以探討保險經紀人在近年法規正式開放保經、代公司辦理網路投保後，實務上面臨到的各樣隱性問題，給予保經、代業者在網路投保經營上更多的因應之道，以及保險經紀人發展純網路投保之可能性。研究結果發現造成保險經紀人網路投保業績量未起色的關鍵包含回收時間不符合規模經濟、保費支付方式、已上架之保險商品種類被侷限、保險網路行銷上受到既有法規嚴謹規範、業務員招攬通路上之衝突等因素。此外，相較於保險公司的高度監理、設立門檻及風險承擔皆高，反之保險經紀人、代理人公司，設立門檻相對低，若以設立門檻相對低，不涉及風險承擔之中、低度監理的保險經紀人、代理人為營業主體，捨棄過往以業務員制度為要的商業模式，改以純網路為主的投保方式，透過監理政策、市場區隔、行銷策略的調整，純網路保險經紀公司是值得期待的新興保險營運方式。

關鍵字

保險科技；保險行銷；網路投保；純網路投保

並列摘要

After the supurvisors deregulated online insurance operations for insurance brokers, more insurance brokers developed online insurance business. By using in-depth interviews with managers of insurance broker companies, the main purpose of this essay is to explore the various problems pure online insurance business model of insurance insurance brokers. The results of this study found that the key factors that caused the failure of insurance brokers to improve their online insurance performance are shown as follows. Fisrt of all, the economies of scale is not large enough to recover the online insurance cost very soon. Second, the types of online insurance products, marketing and premium payment methods are limited by the current and strict regulations. Finally, the insurance broker compamies face the chanel conflicts bwteen salesman chanel and online insurance chanel. In addition, compared with the high level of supervision, establishment threshold and risk-taking of insurance companies, insurance brokers and agency companies have relatively low establishment thresholds.If insurance brokers and agents with low-to-medium supervision and no risk-taking of the main business entities, abandon the business model based on the salesman system, insurance brokerage companies switch to a purely online insurance method could be a novative bussine model. Through the adjustment of supervision policies, market segmentation, and marketing strategies, the pure online insurance brokerage company is an emerging insurance operation method that is worth looking forward to in the future.