我國保險網路行銷之研究

A Study on Internet Marketing in Taiwan

何佩璋(Pei-Chang Ho)

指導教授 ： 林麗銖

淡江大學/商學院/保險學系保險經營碩士在職專班/碩士(2010年)

https://doi.org/10.6846/TKU.2010.00547

摘要

網路保險通路為近年來保險行銷的新興通路之一，而保險透過網路工具行銷與透過傳統通路行銷相比，網路行銷具有顯著的特性。以電腦和通訊技術為核心內容的資訊技術在保險業中的應用，不僅使保險公司可以開發出新的服務產品，還可以使其提高服務品質。雖然在未來的保險業發展過程中，網路保險前景看好，但也必須切實解決網路保險發展中存在的一些現實和技術性問題。因此，本研究主要目的包括：
一、剖析保險商品在網路行銷上所遇到的瓶頸，包含前端網路核保避免逆選擇的發生與控管網路上通過核保後道德危險之技術。
二、建議保險公司開發適合網路投保的商品的同時，並能藉由商品的包裝組合來降低保險公司的經營風險。
三、建議主管機關在相關法令的制定上能跟上目前網路環境的變遷，增加保險公司經營的靈活度。
經文獻資料蒐集研究結果顯示：一、保險在網路上銷售與服務的整個過程必須在嚴格的相關法令下監督，此舉導致保險公司在網路上發展受到限制，無法有效的突破網路保險所遇到的盲點。但如果沒有嚴格的網路監督機制，又會造成保險公司面對逆選擇與道德危險無法有效的預防，此等結論正是我國網路保險無法快速發展的原因之一。二、目前保險公司所推行的保險業憑證共通平台，申請過程造成民眾不便，普遍不受民眾接受。而憑證共同平台對保險公司也沒有足夠的誘因加以推行。致使保險公司不重視網路保險所帶來的商機。三、中國大陸運用靈活的商品組合策略，讓網路購買保險變得簡單，其中不需運用到繁雜的網路技術，也不用申請複雜的網路憑證，就可以在網路上完成購買手續，雖然目前所產生的業務量還未具規模，但足以讓我國網路保險向前跨越一步，參考中國大陸網路保險的發展也是提供我國網路保險很好的發展方向。

關鍵字

網路行銷 ； 保險 ； 行銷通路

並列摘要

Internet channel is one of the new distributions of insurance marketing. Compared with the traditional channel, internet channel has its obvious character which is applied with computer and communication technology. It not only helps insurance companies to develop new type of products but also raise the service quality. Although the foreground of internet insurance is good in future growing, the existed and technical problems still need to be solved positively. This research includes: [A] To analyze the bottle neck of insurance in internet channel. It includes the underwriting behind internet and avoiding the adverse selection and the management of moral risk control after underwriting on internet. [B] To advise insurance companies to develop proper products for internet channel. To lower the managing risk by the variety combination of insurance products. [C] To advise the authorities to constitute the law which can catch up the change on internet environment and increase the flexibility of insurance companies’ management.
The findings are as below: [A] The total process of insurance sales and service on internet has to be monitored extremely by law. This limit the development of insurance companies on internet channel and it also cannot see through the blind spot in internet insurance. On the contrary, without the extremely monitoring, it can’t prevent the moral risk and adverse selection effectively. This conclusion is one of the major reasons that block the development of our internet insurance slowly. [B] The application process of the internet insurance platform authorization which built by insurance companies is not as convenient for the customers and not accepted generally. There is also not enough temptation for insurance companies to improve this platform which makes insurance companies ignore the chance of internet insurance. [C] Mainland China uses the flexible product combination to make internet insurance simple. It doesn’t use complicate internet technology or authorization to complete the insurance application. Although the sales revenue is not in a big proportion yet, it could help our internet insurance step forward. It will also provide a good direction to take Mainland China’s internet insurance development as reference.

並列關鍵字

internet marketing ； insurance ； distribution

參考文獻

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