壽險業銷售目標群之分析與研究 學生:王道真 指導教授:鄭雅穗 博士 元 智 大 學 管 理 研 究 所 摘 要 網際網路商業化,提供了企業經營的另一個平台與工具,可以做到一對一行銷及客製化服務。然而,在微利時代下,所有的企業都戰戰兢兢,希望把每一塊錢都用在刀口上,來贏得顧客關愛的眼神,殊為不易。再加上「選擇大幅增加」,品牌忠誠度也在逐年大幅下降。所以現今的顧客關係比公司的產品、店面、工廠、網址、和員工都還有價值。國內壽險業,亦十分明瞭,以前那些與顧客整合的方法現在逐漸失去效用,不能轉往CRM環境的話,公司將蒙受巨大的損失,如果長此以往,公司無法跨越這道鴻溝,則遊戲結果已見分曉。 壽險業經過長期的經營與整合,不論就有效契約保額、有效契約件數、保費收入、保險給付、及投保率均有長足的發展,擁有龐大的客戶「資料」,且在未來仍有大量發展的市場空間。然就當今國內二十九家的壽險業者,以及隨著金控公司的成立、銀行保代目前也搶食著這塊大餅,再加上傳統保險代理、經紀公司以及網路行銷的積極參與,足見目前國內保險業的市場正面臨著空前激烈的競爭。 本研究針對國內現有保戶的保險規劃狀況進行深入分析,包括壽險、健康險、意外險等各項保險商品,試圖尋找已經存在的保戶特質,以利未來資料採礦模式之運用。 相關結論包括現階段保戶對於保險商品的規劃效率方面可以有提升的空間,可降低壽險比重,以定期險或投資型保險商品做為替代方案,健康險部分移轉現階段著重癌症險規劃,未來可朝更全面性的住院醫療與意外險甚至重大疾病等多樣化健康險方面進行規劃等。具體建議包括:成立跨部室專案小組、持續整理客戶資料、朝資料採礦各樣模型驗証努力及成立身後禮儀部門或購併身後禮儀公司。
Target Sales Analysis via Client Data Analysis in Traditional Life Insurance Companies Student: Tao-Chen Wang Advisor: Hilary Cheng, Ph.D. Graduate School of Management Yuan-Ze University ABSTRACT We were motivated to analyze the insurance plans of clients, including life insurance, health insurance, and accidental insurance. We tried to summarize, organize, and/or find the patterns of customer profiles as a preprocessing step for data mining purpose in the future. We found out that there can be more efficient solutions in insurance planning for clients, e.g. investment-linked insurance can be allocated more to increase return of investment for clients. Health insurance plan can be switched to more specific cancer plan, or even to those insurance plans that cover overall hospital expenses. We also suggested that the case company to team up a corporate strategic/business development unit that is fully in charge of maintaining client data, from data collecting, data cleansing, data preprocessing, data analysis, to data mining, with the hope to keep trying to find a better and an efficient way to service customers and keep the company more competitive. Keywords: Investment-linked Insurance, Data Analysis, Life Insurance