我國保險經紀人公司經營策略之研究-以H公司為例

金融體系邁向國際化及自由化後，金融保險市場競爭更甚以往。近期全球景氣的大幅變動，也為保險市場投入不少影響變數。面對環境變革及競爭激烈下，保險公司為了減少經營壓力及保有市場佔有率，紛紛開放與保險經紀人公司合作，讓保險經紀人公司的地位日趨重要。本研究以個案研究方式，對某保險經紀人公司進行研究，提出個案公司在規劃經營策略時以發展品牌形象策略、服務品質策略及內部行銷策略為核心價值強化競爭優勢，並探討其間的關聯性，茲將研究結果摘要如下：一、發展品牌形象策略：對內部應塑造融合企業文化，提升人員專業素養與服務能力並善用客戶資料庫維護與提升顧客關係，協助業務人員建立個人品牌，協助其轉型成為保險專業顧問或財務規劃顧問。對外應慎選提供商品的保險公司，並著重其資金穩健狀況、商品開發能力及服務能力。二、發展服務品質策略：保險商品本身就屬於長期契約，對保險經紀人公司而言保單的持續性是主要的獲利關鍵。因此，提供適合保單及良好的售後服務都是必備的作法。透過服務品質提升顧客滿意度讓客戶持續擁有契約的保障及繼續繳費是非常重要的。所以，建立快速暢通的溝通管道、加強人員的教育訓練、重視主管機關所發佈的各項規範、以落實並提昇服務品質。三、發展內部行銷策略：市場變化非常快速，教育訓練的目的在於讓人員提昇專業能力及行銷能力，並運用資訊軟體做好顧客需求分析及顧客關係管理。透過激勵與獎勵制度留住人才並培養人才，提昇內部員工滿意度。有了滿意的內部顧客才能創造良好的服務品質，進而提升外部顧客的滿意度。歸納個案公司發展經營策略時，必須能與企業願景及企業文化目標方向一致，如此所推動執行的發展策略才能創造企業的核心價值及核心競爭力。

關鍵字

保險經紀人、品牌形象、服務品質、內部行銷

並列摘要

After the globalization and the free-marketization of the financial system, insurance companies faced increased market competition. The recent fluctuation of global economy adds environment variables to the insurance market. Facing environmental changes and fierce competition, the insurance companies strive to reduce the operating pressure and maintain market share by starting business partnership with insurance brokerage companies. Under such condition, the status of insurance brokerage companies becomes more and more important. This study deploys case studies method. The project examines a case insurance brokers company’s operative planning strategies: its development of brand strategy, service quality strategy and internal marketing strategy. These strategies would constitute the case company’s core values for strengthening market competition. This case study particularly explores the connection between these core strategies and the company’s competitive advantages. The project’s findings are summarized as follows: 1. The development of brand strategy: Internally, help business create a personal brand to assist its transition to becoming professional consultant or financial-planning consultants by promoting the integration of internal corporate culture, enhancing professionalism and service capacity, and improving customer database maintenance and customer relations. Externally, exercise caution in selecting provider insurance companies, pay particular attention on the stability of the provider companies’ capital reserve, product development capabilities, and service capabilities. 2. The development of service quality strategy: The product of insurance company is a long-term contract; thus, for an insurance brokerage company, the key to profit is to ensure the continuation of the insurance contract. Essential practices used to achieve this goal are providing appropriate insurance policies and products, as well as offering quality after-sales service. Also, it is very important to enhance customer satisfaction through quality service so as to ensure customers continue to receive the protection offered by the insurance policy and maintain their willingness to continue payment. To achieve this effect, the brokerage company works to establish smooth communication channels, strengthen personnel training, and pay careful attention to guidelines issued by administrative structure so as to implement and improve service quality. 3. The development of internal marketing strategy: As market environment is fast changing, education and training enhance staff’s professionalism and marketing capabilities as well as their capacities in using IT software for customer needs analysis and customer relationship management. Enhance internal employee satisfaction by developing an incentive and reward system. Heighten the satisfaction of internal customers can ensure that they provides the quality service for external customers’ satisfaction. As the case company develops business strategies, oversights are taken to ensure that the strategies are well integrated with business vision and corporate culture. Proper integration helps promote excellent implementation process of the development strategies, and hence, create core values and core competitiveness.