我國網路保險行銷之研究

由於網際網路的興起，資訊的傳遞更加迅速便捷，不再受限於地區、時間上的差距，顛覆了以往的商業模式與生活型態，也逐漸地改變了消費者的消費習慣。網路除了可以提供消費者多元的資訊外，也成為消費者評價與意見交流的最佳管道。我國各家保險業者在網際網路行銷策略投下大量的時間與研究，其目的是希望在競爭激烈的保險市場上，能夠降低成本與提高利潤，也因此，透過網路行銷的電子商務已是我國保險業者在企業經營上不可或缺的行銷模式之一。本研究對於網路保險行銷模式如何配合保險銷售進而提高保險在網路上的銷售量，透過文獻回顧進行SWOT分析後，從中得出我國網路保險發展現況之問題，提供以下建議以及解決方法：ㄧ、對於保險公司 (ㄧ) 保險公司可以開發專屬網路保險的保險商品，以做出與其他行銷模式的區隔性，將省下的人力成本轉為提供消費者保費的優惠，如此一來，便可推動消費者透過網路投保的意願。 (二) 保險公司加強網路即時核保的功能，將可開放更多原本道德風險較高的險種供消費者投保，提供消費者更省時便利的服務，提高消費者投保意願。二、對於保險監理單位 (ㄧ) 明確規定保險公司經營網路保險業務時必須遵守的資訊揭露的法規減少保險公司與消費者之間資訊不對稱的問題與爭議。 (二) 明確訂定出保險公司應該遵守及建立相關的防護系統，以確保保險公司自身的資訊安全性，也可以提高對於消費者的個人資訊防護。

關鍵字

網路保險；保險行銷

並列摘要

Due to the rise of the Internet, the transmission of information is more rapid and convenient, and it is no longer limited by the gap between regions and time. It has overturned previous business models and lifestyles, and has gradually changed consumer spending habits. In addition to providing consumers with diverse information, the Internet has also become the best channel for consumer evaluation and exchange of opinions. Taiwan's various insurance companies have invested a lot of time and research in Internet marketing strategies. In a highly competitive insurance market, it is hoped that they can reduce costs and increase profits. Therefore, e-commerce through Internet marketing has become a staple in our country and is one of the indispensable marketing models for insurers in business management. This research provides the following suggestions and solutions to how the online insurance marketing model can cooperate with insurance sales and increase the sales of insurance on the Internet. After conducting a SWOT analysis through literature review, the current situation of Taiwan's internet insurance development is derived. For insurance companies: (1) Insurance companies can develop exclusive internet insurance products to differentiate them from other marketing models, and convert the saved labor costs into the provision of consumer premiums. In this way, willingness of consumption can be promoted through the Internet. (2) The insurance company need to strengthen the function of real-time underwriting on the Internet, which will open more insurance types with higher moral hazard for consumers to provide insurance, provide consumers with more time-saving and convenient services, and increase consumers' willingness to insure. For insurance supervision units: (1) Regulations that clearly disclose information disclosure that insurance companies must follow, so that operating internet insurance businesses can reduce issues and disputes about information asymmetry between insurance companies and consumers. (2) It is clearly stipulated that the insurance company should abide by and establish relevant protection systems to ensure the insurance company's own information security and improve the protection of consumer's personal information.