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研究生:李敏一
研究生(外文):Min-il Lee
論文名稱:新保險業務之市場機制(可能性研究與實際計畫)
論文名稱(外文):New Insurance Sales Mechanism (Feasibility Study and Implementation Plan)
指導教授:胡星陽胡星陽引用關係林修葳林修葳引用關係陳明賢陳明賢引用關係
指導教授(外文):Shing-yang HuHsiou-wei LinMing-shen Chen
口試日期:2013-04-18
學位類別:碩士
校院名稱:國立臺灣大學
系所名稱:企業管理碩士專班
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:2013
畢業學年度:101
語文別:英文
論文頁數:55
中文關鍵詞:新保險業務之市場機制
外文關鍵詞:New Insurance Sales Mechanism
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‘Establishment of Mobile Application’ was planned to be designed and implemented in 2012, supported by AAA’s previous senior management, but due to AAA’s internal issues, it was suspended till 7th of March 2013. When it was finally implemented, strategic initiative purpose of this project was disappeared. It was altered as IT project which was commended to be implemented regardless of financial rationalities through technical analysis.

As a previous project manager at SIO, Strategic Initiative Office at one of the biggest international insurers in Korea, I assumed that what if this actual project, Establishment of Mobile Application was implemented through what I had learned from National Taiwan University as well as my previous career experiences in the insurance industry in Korea.

Therefore, assuming that I am the project manager assigned for this project, I prepared this project, Establishment of Mobile Application based on real data mostly supported by current employees of AAA Korea.

However, due to the confidentiality, the data used for this business plan including of the company name were modified through Prof. Ph.D. Hu’s agreement.


Approval of Relevant Parties 1
Contents of This Business Plan 1
1. Executive Summary 1 ~ 4
a. Business Needs 1
b. Solution Design 2
c. Implementation Plan and Challenges 3
d. Financial Summary 4
2. Business Case Context 4
3. Implementation Phase Components 5
4. Quality Plan for Entire Project 6
5. Milestone Chart 7
6. Funding Plan (KRW and USD) 7
7. Cost Breakdown (KRW and USD) 9
8. Financial Justification 10
9. Key Performance Indicators 10 ~ 17
a. Embedded Value 11
b. Major Assumption for KPIs 12
c. Information Used for KPIs 13
d. Calculation of KPIs 14 ~ 17
1) Application Rate for Tablet Users 14
2) Application Rate for Smartphone Users 14
3) Calculation of Application Rate 15
4) VONB 16
10. KPI Details 18
11. Benefit Realization 19

Appendix-1
Scope & Deliverables 21
Road Map for Mobile Solutions 21
Business Scope to be Applied 22
Road Map for Mobile Solutions for IT development 23
Sensitivity Test 24 ~ 25
a. Cancellation Rate of Potential Customers before Sign-up 24
b. VONB Margin from ANP 25
Governance Structure 26
Project External Dependencies 27
Top Project Risks 28
Check List of Business Case Context 29
Master Planner Survey Form 30
Glossary 31
Works Cited 33

Appendix-2
Business Plan Slides Deck 36


Book
Ross, Stephen A., Randolph W. Westerfield, Jeffrey F. Jaffe, and Bradford D. Jordan. Core principles and applications of corporate finance. New York: McGraw-Hill/Irwin, 2011.

Database
"2010 Population of South Korea." 국가통계포털. Korean Statistical Information System, N.p., 2011. Web. 11 Apr. 2013 <http://kosis.kr/abroad/abroad_01List.jsp?parentId=A>.

"2012 Survey on Wireless Internet Usage." 한국인터넷진흥원. Korea Internet & Security Agency, 20 Dec. 2012. Web. 11 Apr. 2013 <http://www.kisa.or.kr/notice/pressView.jsp?mode=view&p_No=8&b_No=8&d_No=1026>.

Website
"Glossary-Investor Relations." AIA.com. American International Assurance, 6 Mar. 2013. Web. 11 Apr. 2013 <http://investors.aia.com/phoenix.zhtml?c=238804&p=irol-glossary>.

"Financial Report-Investor Relations." AIA.com. American International Assurance, 6 Mar. 2013. Web. 11 Apr. 2013 <http://investors.aia.com/phoenix.zhtml?c=238804&p=irol-reportsother>.

"Smart Device User Penetration Explodes in South Korea." - EMarketer. EMarketer.com, 27 Feb. 2013. Web. 11 Apr. 2013 <http://www.emarketer.com/Article/Smart-Device-User-Penetration-Explodes-South-Korea/1009696>.

Interview
Park, JaeSung. “ANP trend & VONB Margin, and Project Management.” AIA Korea, Seoul Korea: 4, 5, 28, 29 Mar. 2013.

Yun, WoonBae. “Project Management.” Strategic Planning at AIA Korea, Seoul Korea: Mar. and Apr. 2013.

Lee, MiHyun. “ANP Trend & VONB Margin, and Data Gathering.” CRM at AIA Korea, Seoul Korea: Mar. and Apr. 2013.

Lai, Anita and her forty-six colleagues. “Cancellation rate of potential customers before sign-up.” Agents at Nan Shan Life Insurance, Taipei Taiwan: 1 Apr. 2013.


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