本研究將利用問卷調查及訪談的方式來調查保險公司的業務員,在銷售長期照護保險商品時所面臨的問題,實證結果顯示:在專業知識方面,業務員認為長期照護保險商品的內容較為重要,當訓練業務員時以及推銷長期照護保險商品時,保險公司適合先從長期照護保險商品的內容開始訓練以及講解說明;在行銷認知方面,長期照護保險商品市場未來空間相當龐大這選項普遍皆認同,所以當保險公司應該積極的開發有關長期照護保險商品,並且讓該商品在保險市場上具有競爭力;在商品訓練,業務員認為公司開設長期照護保險商品的商品內容課程對於銷售長期看護保險商品有幫助,所以保險公司應該更積極的聘請具有豐富的銷售長期照護保險經驗的優異主管來上有關於長期照護保險商品的商品內容課程。
This study explores the perceiving elements that insurance sales agents selling long-term care insurance products through questionnaire and interview. The empirical results show: In professional knowledge aspect, insurance agents consider the content of long-term care insurance is more important. Insurance company may start training insurance agents from explaining the content of long-term care insurance product as well as when agents promoting it. In marketing aspect, the potential market of long-term care insurance is huge, hence insurance company should develop new long-term care insurance products enthusiastically, and also keep the products competitively in the market. In sales aspect, insurance agents hoping insurance company offer more long-term care insurance courses which instructed by experienced supervisor. Moreover, during the interview, most of the insurance agents indicate they would work harder to overcome difficulties in their career.