人身保險經紀人公司行銷策略研究

The Study on The Marketing Strategy for The Life Insurance Broker Company.

李梓林(Tzu-Lin Lee)

指導教授 ： 郝充仁

共同指導教授 ： 李雅婷(Ya-Ting Li)

淡江大學/商學院/保險學系保險經營碩士在職專班/碩士(2009年)

https://doi.org/10.6846/TKU.2009.00483

摘要

本文研究的主要目的在探討人身保險經紀人公司在經營保險業務拓展時，所採行的行銷模式及分析研討保險經紀人公司根據經營理念、營運目標、市場定位、發展規模等，所擬定的推廣策略；並以人身保險經紀人公司為研究母體，針對保險行銷策略的研擬、制定到執行對保險經紀人組織績效與業務發展的影響。本文採行探索性研究方法，透過文獻資料的探討與彙整，進行八家人身保險經紀人公司經營者的深度訪談及內容紀實，藉由綜合調查、歸納及分析，得到研究結果，並提出建議與論點，期對壽險業界在經營管理方面有所助益，同時也提供給保險經紀人公司在行銷策略及通路管理方面做為參考。
面對金融環境變遷及市場競爭，保險中介通路業務員登錄人數及簽單保費在近年展現大幅的成長，因此如何在競爭環境中達成營運績效及目標，是各家保險經紀人通路經營管理者最重要的課題。經過本次研究分析與探討，提供二項結論做為保險經紀人業者在行銷策略規劃的參考：
第一、人身保經公司的營運規模、目標方向及經營理念，會影響行銷
策略的擬定。有的是以代理費用率較優的創意商品為研擬行銷
策略的方向，有的公司是開發運用了多樣又靈活的行銷策略。
第二、保險行銷不再以人情招攬，而是以理財顧問、創意行銷、消費
者需求導向為新定位、新思維、新趨勢。因此為增加行銷契
機，需要專業的教育訓練以及常態性的活動舉辦和商品促銷策
略。

關鍵字

人身保險 ； 保險經紀人 ； 行銷管理 ； 經營策略管理

並列摘要

The main purpose of this document is to provide guidelines of how to manage insurance broker company. By looking into
This research paper primarily discusses purposes that the life insurance broker company-managing method about marketing business development and draws up promotion strategy in according to management ideas, operation business goals, market position, and development scale. The object of study, for the life insurance broker company, is to analysis influence between organizational performances and business development in insurance marketing strategy planning, decision, and execution. The main method used by this study is exploratory research. Also through the related literary discussion and organization with eight executive officers of eight life insurance broker companies, comprehensive analyses have been conducted to propose concrete and specific suggestions as references for the business. The research expects to be helpful to the life insurance brokers’ mangers, and to provide reference materials to the insurance industry on marketing strategy and channel management.
In front of the changes of the financial environment and intensive market competition, insurance brokerage channels have great achievements in both registered sales force and premium income in recent year. For the channel manager, the all-important issue is how to achieve higher operation performances and goals in such a competitive channel environment. Based on the analysis results, two conclusions were proposed to the life insurance brokers on strategy planning of marketing
First, scale of operation, goal direction and idea of
managing mindset of insurance agent's company, have so much to do with the drafting of marketing strategy.Some insurance broker company's marketing strategy direction considers that more advantageous innovation products and agency fee rate, some companies develop the marketing strategy by using a number of flexible plans.
Second, it is not like to know someone by friends’ introductions to get a new customer any longer, as it was decades ago. How to provide financial analysis, to fulfill consumer's requirements and demands is the key to seize new customers. To increase opportunity to close sale,professional training, flexible promotional strategy and holding seminar are essential.

並列關鍵字

life insurance ； insurance broker ； marketing management ； manage strategy administration

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