以系統思考探討大數據應用對保險業的衝擊

人們的行為一如冰山理論一樣，所顯示出來的行為往往只有內心層面的一部份。保險業在資訊不對稱的狀態下，業務或客戶過去有機會可以隱藏許多不利於自己的資訊而得利。然而隨著科技進步，許多過去可能存在但卻取得不易的數據已逐漸能夠透過數據科技蒐集到。大約從2009年大數據開始成為一個流行的詞彙，大數據的發展奠定基礎在網際網路、資料倉儲、雲計算等網路技術發展，而保險公司的業務包含了商品設計、銷售、核保及理賠，是一個複雜且動態的體系，在面臨資訊不對稱現象將因大數據應用的導入而改變的趨勢下，會面臨如何的衝擊，是一個複雜但值得探究的問題，也需要使用一個能夠處理動態且具總體觀點的方法來探討，保險業在大數據的發展下將會受到那些衝擊。本研究使用系統動態學中的系統思考方法論，針對台灣保險業的情境，探討大數據應用對此產業的可能衝擊。研究結果顯示： 1. 大數據會減少要保人、被保險人與保險公司之間的資訊不對稱，劣質業務員的操作模式空間將被壓縮，有助逐漸提升產業的整體形象。 2. 大數據資訊有助於建立優體及客製化的商品，當保險商品複雜程度越來越高，將提升業務員服務的專業門檻。 3. 保險公司在大數據及保險科技的進步下，將會避開無利可圖的商品，保險業將更競爭。而過去以為大數據將大幅度替代業務員的狀況，也不一定會發生，聰明的保險公司將更積極的培養有數據應用能力的業務員。 4. 產品多樣性提升之後，目前保險經紀人公司的運營模式可綜合多家產壽險公司的產品，使得保戶可以擁有最大利益化，而單一壽險公司的業務員將逐漸失去競爭力。 5. 大數據不一定可以消除客戶的決策障礙，但對於業務員在專業上的要求是具備一定的程度，因此業務員仍應繼續學習非單保險行業的專業知識，同時培養自身在數據應用得上的能力。保險公司的思維應該是要善用大數據的資訊，未來發展分析系統，藉以提升業務員來提升業務效率，持續提升業績績效，而非讓大數據及保險科技來取代業務員的角色。

關鍵字

大數據；金融科技；系統思考；系統動態學

並列摘要

People's behavior is just like the iceberg theory. The explicit behavior only reveals a small part of their mental model. In the insurance industry, Sales or customers could leverage information asymmetry to acquire extra benefit. However, the emerging data science and technology is changing the situation. We can collect many data that are difficult to obtain in the past. Since 2009, Big data has become a popular vocabulary. The development of big data lays the foundation for the development of Internet technology, data warehouses, cloud computing, and other network technologies. The insurance company's business includes product design, sales, underwriting and claims. It’s a complex and dynamic systems. How the development of big data technology could influence the insurance industry is a complex but important research question. This study used the systems thinking of the system dynamics methodology to analyze this issue. The results showed that:  Big data could reduce the information asymmetry between the applicant, the insured and the insurance company, and the operating modes of bad salesmen might disappear, which could help to gradually improve the overall image of the industry.  Big data information might help the insurance company to design better customized products.  Insurance companies could avoid unprofitable products by better information supply.  Insurance agent company could be more competitive than before, due to the increased competition in the industry.  The product mixes should become more complex so that it could be difficult for customers to make choices. Sales agents are still needed, but required to have more professional knowledge. The thinking of insurance companies should be to make good use of big data information. Big data cannot replace salesperson. Insurance companies should develop insurance technology. Help salesperson improve their performance.