應用灰色關聯分析於保險商品之選擇

Application of Grey Relational Analysis on Insurance Products Choice

蔡幃任(Tsai Wei-Jen)

指導教授 ： 施能義

亞洲大學/資訊學院/資訊工程學系碩士班/碩士(2010年)

摘要

保險從古到今已有兩百年的歷史，其形態與樣貌也不斷的跟著社會的腳步在改變，近年來在政府積極推動國際化與自由化的腳步下，不僅金融與保險人員必須熟悉保險，一般的企業、家庭、個人也都需要瞭解保險。如今，人手兩張壽險保單已成為人們必備的一種形態，而選擇保險商品日益漸進的成為一般民眾或家庭所必須面臨的一項重要課題。然而，保險的種類繁多，平常在推銷保險的業務員，所用的手法不外乎，推銷最新保險商品給原有客戶，或是在陌生開發的客戶上推銷所有並基本的保險，這幾年，還多了項投資型保險這樣的商品，這樣的推陳出新，除讓業務員在推銷保險商品上要一直學習新的知識，在推銷方面，經驗老道的業務員就會以一個客戶要保有所有樣式的保險為主，而新人業務員則是找到自己最拿手的商品一直推銷，所以在選擇保險商品上，業務員與客戶之間的選擇方式就少之又少，為此，本文提出以「灰色關聯分析」之研究，運用此方法，最重要的是能夠使用少數據並且在數據不確定的情況之下去有效率的推銷保險商品。原則上，我們的研究方式是以業務員平常在做市場調查的資料為基礎來獲得數據，依照所得到的數據來分析，將分析結果做灰色系統關聯度的排列，藉此數據了解社會大眾在選擇保險商品時之意向，以提供決策性訊息來讓業務員能在第一時間就了解一般民眾在選擇保險商品時的依據，讓業務員選擇適當的保險商品提供客戶能夠成為一件輕鬆又簡單的事。

關鍵字

灰色關聯分析 ； 保險商品

並列摘要

Insurance have two hundred years of history. Insurance form and appearance are constantly changing along with society's pace. In recent years, the Government is actively promoting the pace of internationalization and liberalization. In addition to financial and insurance personnel must be familiar with insurance, general business, families, and individuals also need to know about the insurance. Today, everyone has two life insurance policies has become a foundation. Select insurance products become increasingly progressive general population or family must face an important topic. However, the insurance have many kinds. Selling insurance salesman, marketing methods used are the following. The latest insurance products sold to existing customers. Selling all the basic insurance products of people in the first met. In recent years, but adds the items of investment insurance of such goods. The emergence of new products to sell goods salesman in need has been learning. Experienced salesman to a customer will want to sell all and keep all the kind of the insurance products. The new salesman is to find his favorite event has been selling goods. When choosing insurance products, salesman and the customer choice between the way of the few. In this paper, we use “Grey relational analysis” method with insurance products of choice. Using this method, the most important thing is to use fewer data and data uncertainty in the choice of insurance products. In principle, our research approach is based on ordinary salesman doing based on data from market research to obtain data. Then we use data to arrange obtain from grey system. So we can understand the intention of select insurance products about people. To provide decision-making information to allow salesmen to understand the first time the people in the choice of insurance products on the based.

並列關鍵字

Grey relational analysis ； insurance products

參考文獻

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