保險公司結合生前契約行銷之研究

The Research on Insurance Company’s Combining Pre-need Contract Marketing

黃富(Fu Huang)

指導教授 ： 賴本隊

朝陽科技大學/管理學院/保險金融管理系/碩士(2010年)

摘要

中文摘要
　　保險、生前契約、信託三合一是為當前商業保險理財新趨勢，故「金融整合行銷」是保險業務發展重點，有鑑於國人投保率逐年攀增，壽險公司無不費盡思量，想提高投保附加價值，於是保險結合生前契約的商品便應運而生，保險範疇也正式延伸至生、老、病、死、傷、殘、終，全方位服務。
　　本研究係以現有國內五家壽險保險公司結合生前契約產品為研究範圍，因受限人力、物力及時間之因素，無法全面深度訪問擴及國內三十二家壽險保險公司。商品設計部門主要對結合生前契約的產品之設計觀念及行銷意願，逐一發掘障礙因素。另以已購壽險或生前契約消費者為對象實施問卷調查，以對生前契約認知及滿意度、銀行信託認知、保險結合生前契約現況發展這三個因素，依數據進行統計、分析、比對其相關性。經研究後發現消費者對保險結合生前契約商品需求確具有需求性與期待性，保險及生前契約業者大部份對保險結合生前契約商品發展亦看好其融合性。唯業者在產品研發行銷仍受限保險法及消費者對商品混淆不一缺乏認同度，仍有待政府主管機構提出正式規範。
關鍵字：金融整合行銷、生前契約、附加價值、融合性

關鍵字

融合性 ； 附加價值 ； 生前契約 ； 金融整合行銷

並列摘要

Abstract
The combination of insurance, pre-need contract, and trust is currently a new trend of business insurance financial management; therefore, “financial integrated marketing” is the focal point of development of insurance business. In view of the countrymen’s rate of insurance covering’s increasing substantially year by year, all life insurance companies think about and do all they can to boost the value-added for taking out an insurance policy without exception; hence, the commodities combining insurance and pre-need contract have come with the tide of fashion, and the insurance categories have formally extended to the omnibearing services of birth, age, illness, death, injury, disability, and last stage of life.
The research took five domestic life insurance companies combining pre-need contract products as the research scope; because of being limited by manpower, material resources, and time, the research could not do the comprehensively in-depth interview and expand to the thirty two life insurance companies in Taiwan. The commodity design department mainly aimed at the design concept and marketing intention of products combining pre-need contract, and explored and discovered the obstacle factors one by one. Moreover, the research took the consumers that already bought the life insurance or a pre-need contract as the subjects to do the questionnaire, in order to do the statistics, analysis, and compare the correlation based on the data from the three factors of the cognition of and satisfaction with pre-need contract, bank trust cognition, and the present condition and development of insurance combining pre-need contract. Through the research, it was found that the consumers indeed have demand and expectancy for the commodities of insurance combining with pre-need contract, and most of insurance industry and pre-need industry proprietors are optimistic to the blending development of commodities combining insurance and pre-need contract. However, the proprietors’ product R&D and marketing are still restricted by the Insurance Law, and the consumers are confused and lack the recognition for the commodities, waiting for the competent authorities of the government to formulate formal standards.
Key words: Financial integrated marketing, Pre-need contract, Value-added, Blending.

並列關鍵字

Blending. ； Value-added ； Pre-need contract ； Financial integrated marketing

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參考文獻