農漁會員工行銷保險之研究

Research for marketing Insurance by the Farmer's and Fishermen's Association

林廷亮(Ting-Liang Lin)

指導教授 ： 郝充仁

淡江大學/商學院/保險學系保險經營碩士在職專班/碩士(2011年)

https://doi.org/10.6846/TKU.2011.00527

摘要

這幾年來受到經濟不景氣的影響，導致投資報酬率不佳以及市場利率不斷走低，再加上公司企業頻傳倒閉的消息，企業逾放款比率升高，使得農會存放款的利差收益降低，迫使農會得積極開發其他非利息收入業務（如保險手續費佣金）作為提高收益的來源，以確保利潤的穩定性。此外，金融業務的整合以及提供客戶完整的金融商品也成為未來趨勢之一，因此農會也追隨這股潮流，要在金融整合的時代中生存，不僅本業要顧好，跨業保險金融商品服務的提供，似乎也是勢在必行。而保險則因為早期牽涉到法令關係以及銷售需擁有保險業務員登錄資格的限制，而較晚「現身」於農會服務範圍中。不過隨着法令的開放，以及保險市場逐漸受到農會重視下，農會也逐漸正式開展保險業務。
本研究藉由問卷調查，以「農漁會全體員工」為研究對象，藉此瞭解員工認知態度及心理欲求、商品面與教育訓練之間的關係，並針對如何提高保險手續費提出具體改進的建議，進而提供農漁會經營保險業務之參考，以期能提高農漁會在保險方面的競爭力。
本研究透過卡方檢定分析，提出六大假設，發現「認知態度與心理欲求和商品條件與激勵具有顯著之關聯性」、「認知態度與心理欲求和協銷訓練具有顯著之關聯性」與「商品條件與激勵和協銷訓練具有顯著之關聯性」的假設成立，驗證「人口統計變項」與「員工心理態度」之間存在部分的正向影響關係。最後，本研究提出實務上改善商品、服務及主管機關監理面的建議，以提高農漁會在保險業務之競爭力。

關鍵字

農會 ； 銀行保險 ； 行銷策略

並列摘要

The impact of the economic depression in the recent years, leading to poor investment return rates and lower market interest rates, coupled with the frequent news of closure of enterprises, the business lending rate increased and making the low spread of deposits and loans for the agricultural income. Farmers’ association will be forced to actively develop other non-interest income business (such as insurance fee commission) as a source of increased revenue to ensure the stability of profits. In addition, the integration of financial services and financial products is becoming one of the future trend, so farmers ‘ association will also follow this trend, to survive in the era of financial integration. It seems imperative not only in their own sales need to be taken care, but also the financial insurance products and services need to be crossed. The Insurance “coming up” late at Farmer’s Association as it was restricted by the regulation and the qualification of the insurance sales. However, as the opening regulation and the insurance market has been gradually valued, the Farmers ‘s Association officially launched the insurance products.

This study is a survey to the object of "all the staffs of farmers and fishermen Association" to understand the relationship between the cognitive attitude and psychological desires; the relationship between the
products and the education training to provide the proper suggestion on how to improve the insurance fee and then provide the farmers and fishermen’s assoication a reference for insurance business in order to improve the competitiveness of insurance market.

This study was proposed six hypothesis by analysis through chi-square test, and found that "cognitive attitudes with psychological desires and the product condition with its incentives has a significant connection ", "cognitive attitudes with psychological desires and marketing assistance training has a significant connection" and " products condition with incentives and marketing assistance training has the significant connection” are assented. It verifies positive influences between “demographic variable" and "employee psychical attitude." Lastly, this study proposes the practical suggestions of the products, services and the authorities of supervision to improve the competition of the Farmers and Fishmen’s Associationy in the insurance market.

並列關鍵字

Farmer's Association ； Bancassurance ； Marketing Strategy

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