網路投保行銷策略之研究

台灣網路投保開放多年，每年保費收入和件數成長率均有一定幅度的增長，加上科技進步的推波助瀾下，現代人習慣於在網路上透過電商購物，也逐漸越趨接受在網路上直接進行金融服務與消費。網路投保有別於以往需臨櫃以及業務員現場服務的方式，能線上快速地滿足消費者的保障需求，同時個人資料保護及交易安全也在主管機關的嚴格管理與科技的進步下逐漸受到信賴。本研究宗旨在運用電商消費者行為模型 (AISAS) 做問卷調研的基礎，分析消費者現行購買網路保險產品前中後三階段的想法，從投保客戶輪廓、消費場景、廣宣管道、消費商品、後續互動之面向提供相關消費者之數據以及洞見，整篇文章希望提供網路投保消費者購買前中後之各面向的概觀，並藉由行銷 4P 理論，提出推動網路投保業務可能的行銷策略與思考方向，進而增進網路投保的普及以及增進社會福祉之發展。

關鍵字

網路投保；金融科技

並列摘要

Taiwan has released the regulation to permit the insurance company could conduct the online insurance business for several years, and the total corresponding premium income and amount of purchased policies are significantly growing by each year. Because of the technology and networking continue advance and popularize, people are already getting used to purchase commodity online via e-commerce. This fact also leads to people would like to obtain their financial service directly online. The online insurance, which people could directly purchase insurance online without spending effort of reaching the agent or the physical service center, has made much convenience compared to the above traditional way. Adding that the online privacy protection and the transaction security are increasingly improved and well controlled by the authority has made people feel much reliable to purchase insurance online. This thesis leverages the well-known AISAS model, which explain the consumer purchase decision process on the internet, to conduct questionnaire survey to obtain what customer are speculate during different stages of online insurance purchasing. This questionnaire also reveals much of useful data and insights in several perspectives, which includes customers demographics, purchasing scene, marketing channel, insurance product, after-sell service and the interaction. Overall speaking, we would like to provide the reader a whole picture view regarding to what people are thinking in different phases of purchasing insurance online and propose possible marking strategy via the marketing theory of 4P to promote the popularity and development of this industry.