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研究生:林保淳
研究生(外文):Bao-Chun Lin
論文名稱:影響人身保險經紀(代理)人通路績效關鍵因素分析--以人壽保險產業為例
論文名稱(外文):A Study of Key Factors Influencing Life Insurance Broker's Channel Performance
指導教授:榮泰生榮泰生引用關係
指導教授(外文):Tyson Jung
學位類別:碩士
校院名稱:輔仁大學
系所名稱:管理學研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2006
畢業學年度:94
語文別:中文
論文頁數:98
中文關鍵詞:壽險業保險經紀(代理)人通路績效
外文關鍵詞:life insurance industryinsurance brokerchannel performance
相關次數:
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論文提要內容:
近年來隨著相關金融法令的開放,壽險行銷通路呈現多元化的發展,保險經紀(代理)人通路發展已趨成熟,不僅家數眾多、從業保險業務人員人數持續上升,由此通路經手簽單的新契約保費佔率也逐漸提高,目前30家的壽險公司當中有超過半數與保險經紀(代理)人公司簽約合作,其他的壽險公司也逐漸重視到這條行銷通路。
由於此通路的特殊屬性(與多家壽險公司簽約合作),在經營管理上與傳統直營業務員通路大不相同,如何能在激烈的競爭環境中於此通路達成較高績效目標,是各家壽險公司經代通路經理人最重要的課題。本研究的目的就在探討壽險公司在通路支援、通路激勵、通路策略等三方面的六項關鍵因素,對保險經紀(代理)人通路績效的影響。根據作者在壽險經代通路經營實務上的經驗與觀察,以及過去的文獻整理與推論,藉由對五位保險經紀(代理)人公司經營者的深度訪談內容,進行綜合分析、歸納以得到研究結果,提出具體建議供業界參考。
本研究如能順利完成,期望能增益通路管理相關研究領域的價值與內涵,並且對於壽險業負責經代通路之經理人在實務操作上能有所幫助,同時也提供壽險業界在通路管理上有所參考。
英文論文提要
Title of Thesis: A Study of Key Factors Influencing Life Insurance Brokers’ Channel Performance
Name of Institute: Graduate Institute of Management Fu Jen Catholic University
Name of Student: Bao-Chun Lin Advisor: Dr. Tyson Jung
Total Page:145
Abstract:
With the deregulation of related financial laws in recent years, the marketing channels of life insurance have had diversified developments, and the development of insurance brokers’ channels has been mature. Not only has the number of companies and brokers been growing, but the rate of new contracts signed up via this channel has also been rising. At present, among the thirty insurance companies in Taiwan, more than half of them cooperate with insurance broker companies, while other insurance companies are paying close attention to this marketing channel as well.
Because of the special attribute of this channel (contractual cooperation with various insurance companies), its management is very different from the traditional channel composed of salespeople hired by the insurance company. For the channel manager, the all-important issue becomes how to achieve higher performances in this channel in such a competitive environment. The purpose of this research is to survey how insurance brokers’ performance is influenced by the six key factors in three aspects: channel support, channel motivation, and channel strategy. According to the author’s own experience and observation in the business of life insurance brokerage and the scrutiny and inference of the literature, and by way of in-depth interviews with five executive officers of five insurance agency companies, comprehensive analyses have been conducted to propose concrete and specific suggestions as references for the business.
The research, if smoothly and successfully done, expects to have a substantial contribution to the studies of channel management, to be helpful to the practice of insurance channel mangers, and to provide reference materials to the insurance industry on channel management.
目 錄
第 壹 章 緒論…………………………………………...……………………1
第 一 節 研究背景…………………………………………...…………..1
第 二 節 研究動機……………………………………...………………..2
第 三 節 研究目的……………………………………...………………..3
第 貳 章 文獻探討…………………………...………………………………4
第 一 節 壽險業及保險經紀(代理)人通路發展概況…………………..4
第 二 節 通路支援…………………………………………..………….15
第 三 節 通路激勵…………………………………………..………….20
第 四 節 通路策略…………………………………..………………….24
第 五 節 通路績效……………………………………..……………….28
第 三 章 研究方法………………………………………………..………...34
第 一 節 研究流程……………………………………………..……….34
第 二 節 研究架構……………………………………………..……….35
第 三 節 變數衡量……………………………………………..……….36
第 四 節 個案研究方法………………………………………..……….37
第 五 節 個案的選擇…………………………………………..……….39
第 六 節 資料的收集方式……………………………………..……….40
第 四 章 個案研究分析與結果……….……………………………………41
第 一 節 個案公司介紹…………….…………………………………..41
第 二 節 保險經紀(代理)人通路市場概況與營運模式.…….……….49
第 三 節 通路支援對經代通路績效之影響…………….……….…….54
第 四 節 通路激勵對經代通路績效之影響…………….….………….64
第 五 節 通路策略對經代通路績效之影響…………….….………….74
第 六 節 最主要影響經代通路績效的關鍵因素……….……………..83
第 五 章 結論與建議………………………….………………………..…..85
第 一 節 研究命題………………………….…………………………..85
第 二 節 研究建議………………………….…………………………..86
第 三 節 後續研究建議…………………….…………………………..88
參考文獻…………………………………………….…….………………….89
附錄、訪談大綱…….…………………………….……….………...……….96
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