- 學位論文
保險經紀人於長期看護險之行銷研究
A Study on the Role of Insurance Brokers in Marketing of Long-term Care Insurance
摘要
在社會結構改變及人口高齡化下，長期看護險的重要程度與日俱增，投保長期看護險不但可以分擔家庭在銀色海嘯下所帶來的經濟壓力，同時也可以減輕政府未來的財政負擔，充分發揮商業保險的效果。 保險經紀人在法源立場及行銷考量上不同於保險公司的直營業務通路，商品選擇的多元化也更勝保險公司直營業務通路。保險經紀人行銷長期看護險可以為保險經紀人帶來更大的市場利潤。 本論文從市場現況到現售商品優缺點分析，進而研究長期看護險之行銷策略，希望能讓保險經紀人投注更多的心力在行銷長期看護險，傳統保險經紀人發展規模也能因此擴大。 選擇深入訪談之質性方式能直接和受訪者對話互動，有助於研究長期看護險行銷之複雜性問題及雙向互動溝通，長期看護險銷售與否不是單純是與非兩種選項，透過提問、談話互動溝通能更清楚保險經紀人對長期看護險的行銷意願及行銷方式。研究結果發現: 一、保險經紀人得客觀為客戶爭取長期看護險理賠之最大權益 二、現行長期看護險給付標準及保費具競爭力 三、保險經紀人專業素養將影響長期看護險業績好壞 四、高額佣金、出國獎勵及個人榮譽得刺激長期看護險行銷
並列摘要
As the social structure evolves and the society is faced with the challenge of population ages, long-term care insurance (LTC) becomes all the more important. Having LTC coverage can alleviate some of the financial burden on individual families brought about by the silver tsunami. It also helps reduce the future fiscal burden of government. It is business insurance working at its best. Insurance brokers operate under legal basis and sales consideration different from those for the direct sales channel of insurance companies, and hence are in the position to offer more varieties of product options. It is believed that selling LTC through insurance brokers can bring insurance companies greater profits. This paper analyzes current market conditions and the advantages/disadvantages of LTC products currently available on the market, and furthermore, studies the LTC marketing strategies. Hopefully it will prompt insurance brokers to put forth greater attention and efforts in the sale of LTC, thereby expanding the scale of traditional insurance brokerage channel and developing market segmentation for the sales of products. This paper employs the qualitative approach of in-depth interview to interact directly with the interviewees, which aids the study of the complicated issue of selling LTC and two-way communication. The sale of LTC is not a simple choice of yes or no. Through questions and dialogues, the author is able to discern clearly the willingness of insurance brokers to sell LTC and their marketing approaches. The study finds the following: 1.Objectively, insurance brokers are in the position of seek the greatest LTC benefit for customers. 2.The benefit payments and premiums of existing LTC products available on the market are competitive. 3.The professional quality of insurance brokers will affect the sales of LTC. 4.High commissions, reward of overseas trips and personal honors are viable incentives for insurance brokers to sell LTC.