- 學位論文
傳統壽險通路經營投資型保險策略之研究
Strategic Analysis of Investment-Linked Insurance via Sales Channel in Traditional Life Insurance Companies
摘要
本文研究藉由對相關文獻探討，以及傳統壽險通路經營投資型保險的困境經由五力與 SWOT分析，並佐以個案公司的經營績效，來擬定一可行之經營策略並取得通路的競爭優勢。 投資型保險自2001年問世以來，市佔率一路攀升，至2006年甚至已占新契約保費一半，推出短短五、六年間已席捲整個台灣保險市場。根據投信投顧公會調查顯示，國內基金投資人已達184萬人、定時定額投資人數也達62萬人、投資人投資在境內、境外基金的金額共約達四兆新台幣，顯見基金投資愈來愈受國人重視。 對投資型商品出現後，剛好遇上基金熱賣造成各保險公司保費收入遽增；通路如雨後春筍般的爭相竄出，殊不知消費者購買投資型保險是基於共同基金的獲利，業務人員因貪圖佣金遂將客戶資金大量投入保費中，少量資金投入共同基金之分離帳戶，此行銷手法造成的糾紛事件層出不窮。 因展業成本的變化，造成通路銷售投資型商品時，因銷售基金的佣酬過低，銷售人員沒有足夠的服務費用，長此以往只會讓投資型保險變成歷史。 經由五力與SWOT分析及個案公司的佐證結果顯示，結合基金管理公司形成具有優勢的競爭通路，一方面增加商品的多元化，另一方面可提升投資型保險中共同基金的銷售收益。但因國內銷售共同基金屬於特許行業，傳統壽險通路無法取得國內基金管理公司代理契約，更別提分享經理人分銷費；故另外成立境外資產管理公司與境外基金管理公司簽約並結合傳統壽險通路為可行的競爭策略。
並列摘要
We were motivated to analyze and find out what the major obstruction traditional insurance companies face, as the sales of investment-linked insurance has become dominating the life insurance market. While most insured would like a large portion of their premium to be allocated to fund investment, the compensation to brokers from this part is much less compared with the commission they get from sales of traditional life insurance. How insurance companies compensate the brokers and balance the sales of products in between traditional life insurance and investment-linked insurance becomes even critical to motivate sales growth, satisfy customers, and sustain employee loyalty. By using Porter’s Five Forces Analysis and the SWOT analysis in both industry analysis and the case study, we conclude that to startup an offshore asset management company so as to run the offshore fund may provide one feasible solution to this problem.