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研究生:周啟玲
研究生(外文):CHOU CHILING
論文名稱:保險經紀人公司擴大市場版圖之研究-以公勝保險經紀人公司為例
論文名稱(外文):Insurance Broker Company\'s Research on Expanding Market Territory- Take the Golden Insurance Broker Company as an Example
指導教授:李賢達李賢達引用關係
指導教授(外文):Lee, Hsien-Da
學位類別:碩士
校院名稱:美和科技大學
系所名稱:企業管理系經營管理碩士班
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:2018
畢業學年度:107
語文別:中文
論文頁數:58
中文關鍵詞:保險經紀人商業模式人情化制度
外文關鍵詞:insurance brokerbusiness modelcommercial map
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本文以公勝保險經紀人公司為研究對象,透過分析該公司經營之商業模式,探討保險經紀人公司擴大市場版圖之關鍵策略。為了達到研究目的,本研究是以質性訪談的方式進行,藉由訪問公勝內部之關鍵人士,訪談內容之學理,來自於文獻Johnson, Christensen and Kagermann (2008)所提出商業模式之四構面:「顧客價值主張」、「利潤公式」、「關鍵資源」及「關鍵流程」,並且加入Osterwalder (2004)提出之商業九宮格作為分析工具。
研究結果發現,在顧客價值主張方面:因應人口老年化,公勝保經積極耕耘相關之保險商品。利潤公式方面,旗下業務員薪資來自業績獎金與顧問收入。關鍵資源方面,以提高資訊化降低人事成本,擴大業績亮創造規模經濟利益。關鍵流程方面,公勝保經有四大核心價值,以客為尊、福國利民、眾善聚集、利益眾生。
公勝保經與他家公司最大的差異在於:人性化業務制度,這是她能在競爭激烈的保險市場屹立不搖之關鍵。在此制度下,業務員能夠放心展業,連帶能永續服務好更多的顧客。公勝在網絡社群行銷方面,將公勝現有分散在各業務中心的粉絲專頁,整合為單一代表公司的粉絲專頁,獨立由社群專營部門來管理及編輯,即時回覆網友提問的相關訊息,並適時運用議題操作來創造有趣的議題,引發群體發酵、討論,讓訊息可以很快、有深度的推廣,引發社群的迴響與互動,倍增效益。
關鍵詞:保險經紀人、商業模式、人情化制度
This paper takes the “Golden Insurance Brokers” company as the research object, and analyzes the business model of the company's operation to explore the key strategies for insurance brokers to expand the market. In order to achieve the purpose of the research, this study was conducted in the form of qualitative interviews. The key points of interviewing the public, the content of the interview content, from the four facets of the business model proposed by Johnson, Christensen and Kagermann (2008) : "Customer Value Proposition", "Profit Formula", "Key Resources" and "Key Process", and joined the commercial nine-square grid proposed by Osterwalder (2004) as an analytical tool.
The economic benefits of the insurance industry have exceeded NT$3 trillion since 2015.If it is based on Taiwan's insurance market marketing model, it can be divided into direct marketing and indirect marketing. The former is directly recruited by the insurance company's business personnel to the insurer, or the insurer is directly purchased from the insurer; the latter is The insurance brokerage company recruits people to obtain business. An insurance broker is a person who, based on the interests of the insurer, negotiates an insurance contract with the insurance company and collects commissions from the insured insurance industry. However, the insurance company clerk is a salaried employee of the insurance company under the responsibility of the insurance company. It is based on the company's business strategy and objectives, and sells the insurance products to the insured. Therefore, under the two-phase comparison, the insurance broker company practitioners are mainly based on the interests of the insurer. Under the personal needs of the insurer, the goods that are launched by many insurance companies are the most suitable to protect the people. Tailored insurance product portfolio. The insurance company's salesman, based on the business policy of the restricted company and the company's performance requirements, sells insurance products to the insured.Difference between insurance practitioners Such a huge economic interest, insurance professionals with the most professional and close customer needs, insurance brokerage companies, how to provide high-level insurance services, It is able to attract more customers' needs and expand the business map of the business, which is the question that the research tries to answer. The research found that in terms of customer value proposition: in response to the aging of the population, the public wins the insurance and actively cultivates relevant insurance products. In terms of profit formula, the salary of its salesmen comes from performance bonuses and consultant income. In terms of key resources, to improve information, reduce personnel costs, and expand performance to create economies of scale. In terms of key processes, Golden Insurance Brokers has four core values, respecting customers, benefiting the country and the people, gathering good people, and benefiting all beings.
The biggest difference betweenGolden Insurance Brokers and his company is: the humanized business system, which is the key to her ability to stand in the fiercely competitive insurance market. Under this system, the salesman can rest assured that the exhibition industry will continue to serve more customers. In terms of online community marketing, it will win the existing fan pages scattered in various business centers and integrate them into a fan page for a single representative company. It will be independently managed and edited by the community franchise department, and will immediately respond to questions from users. The message, and timely use of the topic operation to create interesting topics, trigger group fermentation, discussion, so that the message can be quickly and in-depth promotion, triggering the community's reverberation and interaction, multiplying the benefits.
中文摘要 I
ABSTRACT II
目 次 V
表 次 VII
圖 次 VIII
第一章 緒論 1
第一節 保險經紀人公司從業者與保險公司業務員 1
第二節 保險經紀人商業模式 3
第三節 研究目的 4
第四節 研究流程 6
第二章 保險經紀人產業歷程與發展 7
第一節 保險經紀人發展歷程與產業概況 8
第二節 保險經紀人經營模式 13
第三節 商業模式分析保險經紀人公司經營模式 19
第四節 個案公司-公勝保險經紀人公司經營模式 26
第三章 研究方法 30
第一節 訪談法之資料蒐集與分析 30
第二節 訪談問卷架構 32
第三節 訪談對象 33
第四節 信效度分析 34
第四章 研究結果分析 36
第一節 個案公司經營與行銷方式 37
第二節 商業模式九宮格分析 43
第三節 分析結果 45
第五章 結論與建議 50
第一節 本文結論 50
第二節 本文建議 53
參考文獻 55
一、中文部分
王光煜,2004,「日本保險公司因應自由化之策略」,大華風險管理顧問有限公司。
阮綠茵,2006,訪談法,設計研究方法台北市: 全華科技圖書,頁 119-140。
李冠儀,2017,「保險經紀人公司經營模式之研究:以公勝保險經紀人公司為例」,實踐大學企業管理學系碩士在職專班碩士論文。
吳嘉苓,2012,訪談法, 社會科學研究方法 (二): 質性研究法,台北: 東華,頁34-36。
何佳玲與蔡宏智,2014,「台灣保險經紀人與代理人簽署人制度之研究」,保險專刊,30(3),頁297-330.
周奕君,2008,「世界主要國家保險代理人經紀人專業責任保險之比較研究」,淡江大學保險學系保險經營碩士班學位論文。
陳建勝、柯在、劉詠順、栗志中與陳美菁,2010,「淺論我國保險經紀人產業之現況與展望」,朝陽商管評論,9(1),頁39-60。
蔡文從,2004,「建立保險經紀人公司加盟連鎖店之經營模式」,高雄第一科技大學風險管理與保險所碩士論文。
劉怡君,2010,「影響壽險業務人員創業機會辨識相關因素之研究-壽險公司及保險經紀人公司之比較分析」, 朝陽科技大學保險金融管理系學位論文。.


二、英文部分
Abdelkafi, N., &Täuscher, K. (2016). “Business models for sustainability from a system dynamics perspective. ” Organization & Environment, 29(1), 74-96.
Bamiatzi, V., Bozos, K., Cavusgil, S. T., &Hult, G. T. M. (2016). “Revisiting the firm, industry, and country effects on profitability under recessionary and expansion periods: A multilevel analysis. ” Strategic management journal, 37(7), 1448-1471.
Camisón, C., &Villar-López, A. (2014). “Organizational innovation as an enabler of technological innovation capabilities and firm performance. ” Journal of business research, 67(1), 2891-2902.
Child, J., Hsieh, L., Elbanna, S., Karmowska, J., Marinova, S., Puthusserry, P., ...& Zhang, Y. (2017). SME international business models: The role of context and experience. Journal of World Business, 52(5), 664-679.
Eisenhardt, K. M. (1989). “Agency theory: An assessment and review.” Academy of management review, 14(1), pp.57-74.
Ghezzi, A., Cortimiglia, M. N., & Frank, A. G. (2015). “Strategy and business model design in dynamic telecommunications industries: A study on Italian mobile network operators.” Technological Forecasting and Social Change, 90, 346-354.
Helms, T. (2016). “Asset transformation and the challenges to servitize a utility business model. ” Energy Policy, 91, 98-112.
Im, S., Vorhies, D. W., Kim, N., & Heiman, B. (2016). “How knowledge management capabilities help leverage knowledge resources and strategic orientation for new product advantages in b-to-b high-technology firms. ” Journal of Business-to-Business Marketing, 23(2), 87-110.
Johnson, M. W., Christensen, C. M., and Kagermann, H. (2008).“Reinventing your business model.” Harvard business review, 86(12), pp.57-68.
Lincoln, YS. & Guba, EG.(1985). Naturalistic Inquiry. Newbury Park, CA: Sage Goldenations.
Muriel L. and Crawford, J. R., (1994) Life and Health Insurance Law, Irwin Mcgraw-Hill.
Osterwalder, A. (2004). “The business model ontology: A proposition in a design science approach."academia working paper
Prahalad, C. K., and Hamel, G. (2006).“The core competence of the corporation.”In Strategic learning in a knowledge economy pp. 3-22.
Yin, Robert K.,(2003).Applications of Case Study Research, 2nd edition.Sage, Thousand Oaks, CA.
三、網際網路
中時電子報,2017年8月5日,「人口老化愈來愈嚴重台灣老人比小孩多8萬人」,http://www.chinatimes.com/newspapers/20170805000033-260202
公勝保險經紀人,2016,「認識保險經紀人」,http://www.goldennet.com.tw/news01.aspx
公勝保險經紀人,2016,「認識公勝」,http://www.goldennet.com.tw/company.aspx?ID=59。
金管會,2014年6月24日,「保險經紀人管理規則」,http://law.fsc.gov.tw/Law/NewsContent.aspx?id=4810。
哈佛企業評論,2016年8月22日,「商業模式是什麼?」https://www.hbrtaiwan.com/article_content_AR0006619.html。
財團法人保險事業發展中心,2018年4月,「2018保險市場重要指標」,https://www.tii.org.tw/opencms/research/research05/category03/000135.html。
蘋果日報網路新聞,2018年1月5日,「保經前3大 公勝保經新契約收入奪冠」,https://tw.appledaily.com/realtimenews/article/new/20180105/1272234/
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