我國保險經紀人產業之現況與展望

The current situation and prospect of the insurance broker industry in Taiwan

柯在(Ko Tsai)

指導教授 ： 陳建勝

朝陽科技大學/管理學院/保險金融管理系/碩士(2009年)

摘要

長久以來，我國保險業的行銷通路皆以業務員系統為主，但近年來，由於電話行銷、直效行銷、銀行保險、網際網路及電視購物頻道等保險通路之蓬勃發展，使得保險業環境產生快速的變化，各保險公司透過不同的保險行銷方式開發不同的客源，致使同業間之競爭更為激烈，其中，保險經紀人產業更是扮演關鍵且重要的角色。惟受限於我國國情與保險業的行銷傳統，保險經紀人產業正面臨更嚴酷的挑戰，因此，其必須迅速掌握國際化、科技化及全球金融經濟市場的發展方向，才能把握市場利基及永續發展的契機。除此之外，保險經紀人亦應不斷地吸收保險相關新知，充份瞭解市場現況與客戶需求，進而為客戶規劃最佳的保險內容。本研究透過對保險經紀人產業負責人作調查，其結果發現影響產業發展的因素非常多元且複雜，如業務人員流動性過高、承保內容限制、服務專業度不足、社會地位不及歐美國家等問題，基此，本研究建議管理者面對如此多變且競爭激烈的產業環境，必須設法改善經營所面臨之問題與挑戰；其次，尋找成功的關鍵因素並加以強化，使得保險經紀人產業的經濟效益擴大，並結合全方位的服務內容，為顧客創造更高之價值。如此，保險經紀人公司才能在保險業中取得競爭的優勢。
關鍵詞：保險經紀人、行銷通路

關鍵字

行銷通路 ； 保險經紀人

並列摘要

The marketing path of insurance industry was always focusing on salesperson in Taiwan for a long time. Nevertheless, there are many insurance paths are flourishing recently, such as the telephone marketing, direct marketing, bancassurance, internet, shopping on TV and etc. For this reason, the condition of insurance industry changed quickly. Each insurance company developed different customers with varied marketing way and cause keen competition. The broker was an important role among insurance industry. Because the limitation of national condition and traditional marketing, the insurance broker industry faced the strictly challenge. Therefore, the insurance broker has to command the internationalization, technicalization and the development direction of global financial market for controlling the market and sustainable development. Besides, the insurance broker also needs to study the updated knowledge constantly, comprehend marketing situation and customer requirement completely Then, planning the best insurance contents for customers. The research was investigated to the person who was in charge of the insurance broker industry. To discover from the research, the elements effect the development of industry were very diversely and complexly. For examples, the liquidity of insurance broker is high, the insuring content is limited, the service is not professional and the social status is inferior to Europe and U.S.A. and etc. The research suggested administer must think up the methods to improve the issues of managing when faced to the varied environment. In addition, administer have to enhance the key success factors for expanding the economic benefits of broker insurance industry and integrate multidimensional service to create the highest values for customers. Consequently, the insurance broker company can obtain the advantages in insurance industry.
The key words： insurance broker、marketing path

並列關鍵字

insurance broker ； marketing path

參考文獻

•林媗琪(2007)。論保險經紀人之自律規範與法令遵循。未出版碩士論文，政治大學風險管理與保險學研究所，台北。

•黎曉鵬(2007)。論產物保險輔助人之功能與法律定位。未出版碩士論文，政治大學風險管理與保險學研究所，台北。

（1）期刊

•何幼雲(2005)。保險經紀人代理人訓練展望，保險事業發展中心專刊。

•周瑞祥(2008)。中國保險市場概況，華南產險海外事業專題論述。