影響保險經紀人產業競爭優勢之關鍵因素探討-FAHP 之研究

目前我國的保險市場正逐漸進入市場飽和的狀態，同業之間競爭激烈，而保險經紀人產業則位於產業中游，除了要與傳統的保險公司競爭，還要面對其他通路 (電話行銷、電視購物、直效行銷、銀行保險、網際網路及社群媒體等) 的威脅，因此保險經紀人產業需要在這競爭劇烈的時代，掌握關鍵因素，提升產業的競爭優勢。本研究將使用五力分析 (Five Forces Model) 作為基礎，初步衡量保險產業之競爭優勢與劣勢，並以專家意見法 (Expert Opinion) 與模糊層級分析法 (Fuzzy Analytic Hierarchy Process, FAHP) 作為本研究之實驗工具。本研究將影響保險經紀人產業關鍵因素之架構，分為六大構面與 24 項評估準則，並分析其權重關係，以此探討保險經紀人產業競爭優勢之關鍵因素。研究結果分析，保險經紀人產業若要提高自身的競爭優勢，由於此產業屬於服務業，因此首先必須注重相關從業人員的基本素養，對於顧客的服務態度、產品及相關涉略範圍之專業知識，都是必不可少的；並且保險經紀人可提供更加多樣性、客製化的產品組合。保險經紀人公司若能持續針對本研究所提出之關鍵因素作為參考，期望對於在保險業中取得競爭優勢有幫助。關

關鍵字

保險經紀人；競爭優勢；關鍵成功因素；模糊層級分析法

並列摘要

At present, our country's insurance market is gradually entering a state of market saturation. The competition among peers is fierce, while the insurance broker industry is located in the middle of the industry. In addition to competing with traditional insurance companies, it has to face other channels (telemarketing, TV shopping, direct marketing, bancassurance, Internet and social media, etc.), so the insurance brokerage industry needs to master key factors in this fiercely competitive era to enhance the industry's competitive advantage. This study will use the five forces model as the basis to initially measure the competitive advantages and disadvantages of the insurance industry, and use the expert opinion (expert opinion) and fuzzy analytic hierarchy process (FAHP) method as the research experimental tool. This study divides the structure of key factors affecting the insurance broker industry into 6 dimensions and 24 evaluation criteria, and analyzes their weight relationships, in order to explore the key factors for the competitive advantage of the insurance broker industry. According to the analysis of the research results, if the insurance broker industry wants to improve its own competitive advantage, because this industry belongs to the service industry, it must first pay attention to the basic literacy of the relevant practitioners, the service attitude to customers, the professional knowledge of products and related scope, are essential; and insurance brokers can offer a more diverse and customized product portfolio. If insurance brokerage companies can continue to use the key factors proposed in this study as a reference, it is hoped that it will help to gain a competitive advantage in the insurance industry.