後疫情時期台灣保險經紀人公司經營策略之研究-以T公司為例

隨著疫情爆發以及國際金融市場的變動，保險產業發生了巨大的變化，而其中保險經紀人產業普遍對於整體市場的資訊敏感度和掌握程度較低，同時在資產規模上也不如一般保險公司，再加上台灣本身已經是高度發展的保險市場，此外保險經紀人產業本身也較少創新，若未能及時制定有效經營策略來應付疫情後的變化，可能會導致資源不當配置、制度僵化等現象發生。因此，本論文將從文獻探討開始了解台灣整體保險產業的現況與疫情後所產生的變化，再聚焦於保險經紀人產業本身遇到的難題與目前採取的經營策略，最後再藉由對於個案T公司的探討進一步分析目前內、外環境中所遇到的問題與挑戰，以及五種不同力量的影響，再進行深入探討後，提出具有可行性的經營策略以供參考。本研究結論: 一、台灣的保險密度、滲透度跟投保率高，且台灣保險業發展成熟、成長穩定、整體業務人員數量持續增加，並且以壽險為主。二、保險經紀人產業競爭激烈，並且隨著整體金融環境的變化、購併等因素加強競爭。三、現代人對於各式保險的需求越來越高，且在疫情後人們提高了風險意識。四、配合疫情後環境進行產品的變動，例如販賣防疫保單、美元計價保單等。五、透過金融科技及網路等來傳達消息、推動數位平台，再藉由大數據分析，精準鎖定目標客群，並簡化整體流程與成本，以強化業者的競爭優勢。

關鍵字

保險經紀人產業；疫情；經營策略； SWOT分析；五力分析

並列摘要

With the outbreak of the Covid-19 and changes in the international financial market, the insurance industry has undergone tremendous changes. Among them, the insurance broker industry is generally less sensitive and less knowledgeable about the overall market information, and its asset scale is not as good as that of general insurance companies. In addition, Taiwan itself is already a highly developed insurance market, and the insurance broker industry itself is less innovative. Failure to formulate effective business strategies in time to cope with post-pandemic changes may lead to improper resource allocation and system rigidity. Therefore, this thesis will start from the literature review to understand the current situation of Taiwan's overall insurance industry and the changes after the epidemic, and then focus on the problems encountered by the insurance broker industry itself and the current business strategies. Finally, through the analysis of the case T company, to further analyzes and discusses the problems and challenges encountered in the current internal and external environment, as well as the influence of five different forces, and then puts forward a feasible business strategy for reference after in-depth discussion. Conclusions of this study: 1. Taiwan's insurance density, penetration and insurance rate are already high, and Taiwan's insurance industry is mature, growing steadily, and the overall number of business personnel continues to increase, and life insurance is the mainstream. 2. The insurance broker industry is highly competitive, with the changes in the overall financial environment, mergers and acquisitions and other factors, the competition will be strengthened over time. 3. Modern people's demand for various types of insurance is getting higher and higher, and people have increased their risk awareness after the epidemic. 4. Make product changes in line with the post-epidemic environment, such as selling epidemic prevention policies, U.S. dollar-denominated policies, etc. 5. Use financial technology and the Internet to convey information and promote digital platforms, and then use big data analysis to accurately target customer groups and simplify the overall process and cost to strengthen the competitive advantage of the industry.