台灣保險業經營策略之研究-以F保險公司為例

大型產險公司擁有較大價格影響力，往往透過交叉整合行銷策略，便足以創造良好獲利，業績穩定成長。惟如此龐大保險公司，若未能制定有效經營決策，勢必產生制度僵化、不當資源配置等浪費現象。因此，本論文從文獻回顧開始，進一步探討國內數家產險公司主要採行經營策略，透過目前內、外環境遇到的問題或急須改善之經營課題，深入探討後，提出可採行之經營策略。本研究結論：一、國內產險公司利用SWOT及PESTEL分析，找到公司市場定位，運用購併整合，促進資源互補，增進營運規模，提升資源運用效率。同時透過多元異業通路合作，開發獨特、差異化商品，強化本身行銷通路優勢，以區隔市場，創造不同於同業的優勢成長利基，獲取超額利潤，達成企業高度穩定成長。二、透過創新保險科技，鎖定目標客群，透過大數據分析，事先偵測巨災風險威脅，精算合理費率，借鏡國外科技應用實例，減化事前繁複投保流程，強化事故發生即時回應及手續自動化。科技應用不僅擴大承保能量、降低成本，同時減少IFRS 17及ICS 2.0上路，對業者帶來的衝擊影響。

關鍵字

經營策略；保險業；產險；產險競爭

並列摘要

Large property insurance companies have greater price influence, and they often use cross-integrated marketing strategies to create good profits and achieve steady growth in performance. However, if such a huge insurance company fails to make effective business decisions, it will inevitably lead to wasteful phenomena such as institutional rigidity and improper resource allocation. Therefore, this paper starts with a literature review and further explores the main business strategies adopted by several domestic property insurance companies. Through the current internal and external environment problems or business issues that urgently need to be improved, the paper proposes options that can be adopted after in-depth discussion. Business strategy. Conclusions of this research: 1. Domestic property and casualty insurance companies use SWOT and PESTEL analysis to find the company's market positioning, use mergers and acquisitions and integration to promote complementarity of resources, increase the scale of operations, and improve the efficiency of resource utilization. At the same time, through diversified cross-industry channel cooperation, develop unique and differentiated products, strengthen its own marketing channel advantages, separate the market, create a growth niche different from the same industry, obtain excess profits, and achieve a highly stable growth of the company. 2. Through innovative insurance technology, target customer groups are targeted, big data analysis, pre-detection of catastrophe risk threats, actuarial reasonable rates, borrowing examples of foreign technology applications, reducing the complicated pre-insurance process, and strengthening immediate response to accidents. Procedures are automated. The application of science and technology not only expands the underwriting capacity and reduces costs, but also reduces the impact of IFRS 17 and ICS 2.0 on the road and the impact on the industry.