臺灣博碩士論文加值系統

本研究主要針對保險專業人士「個人執業經紀人」的招募與留任過程，透過「雇主品牌」做探討，從深度訪談中發現雇主施行「雇主品牌」過程中之看法與方法以及受雇者在由保險業務員身份轉職「個人執業經紀人」的過程中，「雇主品牌」價值主張的型塑與施行考慮的因素，及專業人員轉職者選定雇主的方式與確定就業的影響因素。
研究發現「雇主品牌」執行者的使命如下：一、應確保內外行銷價值主張互相一致；二、通過內部教育訓練確保滿足員工先前的期望；三、通過與員工不斷的溝通來降低內部員工的不一致感知，以減少內部員工的心理契約違反知覺；四、以教育訓練的方式成為外部行銷推廣活動和獨特的「雇主品牌熟悉度」管道，最終建立「雇主品牌聯想」，進而提升「雇主品牌」對於專業人才「個人執業經紀人」的吸引力。
本研究並做出以下之命題：一、「雇主品牌」價值主張是吸引「個人執業經紀人」與保險經紀人公司合作成為受雇承攬人員之主要因素；二、吸引「個人執業經紀人」的「雇主品牌」價值主張之外部行銷內涵為保險專業、保戶權益以及契約正義；三、「雇主品牌聯想」有助於促使「個人執業經紀人」與保險經紀人公司合作成為受雇承攬人員；四、「雇主品牌」價值主張之內外行銷的一致性，是「個人執業經紀人」持續留任與推薦合作保險經紀人公司之主要因素；五、提高「個人執業經紀人」留任率的「雇主品牌」價值主張之內部行銷內涵為一致性、專業訓練以及經驗傳承；六、「雇主品牌忠誠」，有助於提升「個人執業經紀人」留任意願並推薦合作之保險經紀人公司。

The main focus of this research is to probe the recruitment and retention of insurance professionals " Individual Practice Broker " through the "Employer Brand", we found from in-depth interviews that employers implement "Employer Brand" views and methods in the process of “Employer Brand” and employees’ transition from insurance salespersons in the process of working as an "Individual Practice Broker", the shaping of the "Employer Brand" value proposition and the implementation considerations, and the manner in which professional transferees select employers and determine employment influencing factors.
Base on the research findings, the mission of the executor implements “Employer Brand” as following: First, ensure that the value propositions of interior and exterior marketing are aligned mutually. Second, ensure the interior education and training are compliant with the expectations of employees . Third, lower interior employees' perception of inconsistency through constant communication with employees, and also reduce their perception of psychological contract violations. At last, through education and training, it becomes an exterior marketing promotion activity and the unique channel for “Employer Brand Familiarity ”. Therefore, establish the “Employer Brand Association”, thereby enhancing the attractiveness of the “Employer Brand” to “Individual Practice Broker”.
This research makes the following propositions: 1. The value proposition of “Employer Brand” is the key factor to attract“Individual Practice Broker” cooperates with insurance brokers company to become the superior of the insurance agents of the division. 2. The value proposition of “Employer Brand” that attracts “Individual Practice Broker”. The connotation of external marketing is profession of insurance, the rights of the clients and the justice of the contract. 3. “Employer Brand Association” helps to promote the cooperation, in order to impel “Individual Practice Broker” to cooperate with insurance brokers company as hired contractors. 4. Consistency of internal and external marketing within the value proposition of “Employer Brand”, is the reason that “Individual Practice Broker” to remain in the insurance brokers company and the key factor to recommend the company to other insurance agents. 5. To enhance retention rate of “Individual Practice Broker”: the value of “Employer Brand”, consistent content of internal marketing, professional training and experience inheritance. 6.“Employer Brand Loyalty”, which helps to increase the willingness of “Individual Practice Broker” to stay and to recommend the company to other insurance agents.

目錄………………………………………………………………………………I
圖目錄………………………………………………………………………….IV
表目錄...………………………………………………………………………...V
第一章 緒論………………………………………………………………….....1
1.1研究背景與動機….…………………………………………………….1
1.1.1 研究背景………………………………………………………….1
1.1.2 研究動機………………………………………………………….3
1.2研究問題與目的……….……………………………………..………..8
1.2.1 研究問題…………………………………………………….….8
1.2.2 研究目的…………………………………………………….….8
1.3研究範圍與流程……..………………………………….……………..9
1.3.1 研究範圍………………………………………………………….9
1.3.2 研究流程………………………………………………………….9
第二章 文獻回顧……………………………………………………………11
2.1保險爭議與處理………………………………………….…………11
2.1.1金融消費爭議及其利害關係人之定義與現況分析…….…....12
2.1.2金融消費爭議之處理程序…….………………………………...13
2.1.3小結……………………….…….………………………………...16
2.2 保險個人執業經紀人…………………………………..……………17
2.2.1法定保險輔助人之分類……….………………………………....17
2.2.2保險輔助人資格取得之相關規定….…………………………....17
2.2.3保險經紀人之定義………….…………………………………....19
2.2.4保險經紀人之特質………….…………………………………....19
2.2.5保險經紀人制度之市場實務分析……………………………....21
2.2.6 小結…………………………………………………….………..22
2.3 雇主品牌……………………………..………………………………24
2.3.1雇主品牌之起源………………………….……………………....24
2.3.2雇主品牌之定義與內涵………………………………………....25
2.3.3雇主品牌架構之發展………………………….………………....28
2.3.4小結………………………….…………………………………...34
第三章 研究設計……………………………………………………………...38
3.1研究架構………………………………….………………………..…38
3.2研究方法………………………………….………………………..…39
3.2.1 個案研究法…...…………………………………………………41
3.3訪談對象基本資料蒐集整理…………………………………………42
3.3.1 V保險經紀人公司及其所屬P營運中心之背景資料…………..42
3.3.2 受訪人之背景資料..…………………………………………….46
3.4訪談大綱………………………………………………..……………47
3.4.1雇主A訪談大綱…………...…………………………………….48
3.4.2個人執業經紀人訪談大綱…………………….…………………52
3.5資料處理與分析…………………………………….………………..56
第四章 訪談內容分析………………………………………………………...57
4.1 雇主品牌價值主張訪談內容分析…………………………………..60
4.1.1 外部行銷中關於雇主品牌價值主張的訪談整理分析………...60
4.1.2 內部行銷中關於雇主品牌價值主張的訪談整理分析…….......84
4.2 雇主品牌外部行銷訪談內容分析…………………………………..99
4.2.1 雇主品牌熟悉度………………………………………………...99
4.2.2 雇主品牌聯想………………………………………………...104
4.3 雇主品牌內部行銷訪談內容分析…………………………………107
4.3.1 與雇主的經驗………………………………………………….107
4.3.2 雇主品牌忠誠………………………………………………...111
第五章 研究結果與建議…………………………………………………….116
5.1 命題…………………………………………………………………116
5.2 研究發現……………………………………………………………121
5.3 管理意涵……………………………………………………………122
5.4 後續研究建議………………………………………………………124
5.5 研究限制……………………………………………………………125
參考文獻……………………………………………………………………126


圖目錄
圖1-1 2019/12~2020/08保險業務員人力消長圖…………………….5
圖1-2 研究流程圖.....……..……………………….………………………….10
圖2-1 雇主品牌(EB)構面內外行銷關聯圖………………………………….26
圖2-2 雇主品牌(EB)價值主張的效價和權重………………………………27
圖2-3雇主品牌架構圖………..……………………….….………………….29
圖2-4 雇主品牌資產的要素………………………..…………………..…….30
圖2-5 雇主品牌資產(EBE)的元素概念框架………......……………..……..31
圖2-6 雇主品牌(EB)內外行銷架構圖……………………………………….36
圖3-1 V保險經紀人公司業務組織架構圖……….……………………….42
圖3-2 V保險經紀人公司組織架構圖………………………………..…….43
圖3-3 P營運中心業務制度架構圖…………………………………..…….44
圖3-4一般保險經紀人公司業務制度架構圖…..……………………..…….45


表目錄
表1-1 保險業2016年~2020年申訴及評議案件統計表…………….…….…..2
表1-2 保險業2016年~2020年申訴及評議連續排行前五名案件類別統計表..2
表1-3 2019年前十大保經公司人力排行……..…………………….…….…..6
表3-1 訪談形式:連續性模式………………………………….…….………….40
表3-2 受訪人員年齡及保險相關年資資料一覽表………………….………….47
表3-3 P營運中心負責人之外部行銷訪談大綱一覽表…..…….………….49
表3-4 P營運中心負責人之內部行銷訪談大綱一覽表…..…….………….51
表3-5 P營運中心「個人執業經紀人」之外部行銷訪談大綱一覽表…….53
表3-6 P營運中心「個人執業經紀人」之內部行銷訪談大綱一覽表.……55
表4-1 質化訪談結果編碼與歸納表………………………………………….57
表4-2 社會價值主張外部行銷訪談結果編碼表…………………………….60
表4-3 興趣價值主張外部行銷訪談結果編碼表…………………………….68
表4-4 經濟價值主張外部行銷訪談結果編碼表…………………………….75
表4-5 價值主張外部行銷訪談結果吸引因素排序表……………………….83
表4-6 社會價值主張內部行銷訪談結果編碼表…………………………….85
表4-7 興趣價值主張內部行銷訪談結果編碼表…………………………….89
表4-8 經濟價值主張內部行銷訪談結果編碼表…………………………….93
表4-9 價值主張內部行銷訪談結果吸引因素排序表……………………….96
表4-10 雇主品牌熟悉度訪談結果編碼表………………………………..….99
表4-11 雇主品牌聯想訪談結果編碼表…………………………………….104
表4-12 與雇主的經驗訪談結果編碼表…………………………………….107
表4-13 雇主品牌忠誠訪談結果編碼表……..…..……………………….…111

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