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System No. U0002-1806201118152600
Title (in Chinese) 產險業與人身保險經紀人合作推廣策略之研究-以X產險公司為例
Title (in English) The strategy of promotion of Non-life insurance industries to cooperate with the life insurance brokers- X Non-Life Insurance Company
Other Title
Institution 淡江大學
Department (in Chinese) 保險學系保險經營碩士在職專班
Department (in English) Department of Insurance
Other Division
Other Division Name
Other Department/Institution
Academic Year 99
Semester 2
PublicationYear 100
Author's name (in Chinese) 鄭博文
Author's name(in English) Bao-Wen Cheng
Student ID 798560230
Degree 碩士
Language Traditional Chinese
Other Language
Date of Oral Defense 2011-06-17
Pagination 113page
Committee Member advisor - 陳瑞
co-chair - 凌氤寶
co-chair - 高棟梁
co-chair - 李儀坤
Keyword (inChinese) 人身保險經紀人
Keyword (in English) Life Insurance Brokers
Promotion Of Cooperation
The Strategy
Other Keywords
Abstract (in Chinese)
Abstract (in English)
In recent years, as adversely impacted by the spread loss and reserve increase following the financial crisis and the implementation of IFRS, many foreign-based life insurance companies in Taiwan have sold their Taiwan branches to the other local life insurance companies. As a result, about 60,000 salesmen of these Taiwan branches of the foreign-based companies were merged into the local companies, and  some of them may not be able to adopt to the system of the local companies and turn to the life insurance brokers or agents as their best choice.
    This thesis discuss how the Non-life insurance industries cooperate with the life insurance brokers by maneuvering the four main dimensions, ie.  environmental factors, business strategy, organizational structure, and performance goals, the last dimension of which is generated by the coordination of the former three ones.  Further, by the way of the questionnaire survey methods of the expert Delph and given from the results of the said methods conducted for two times , the recommendations and conclusions of the four dimensions are summarized as below :
1.Environmental factors : Due to the low price competition prevailing in the non-life insurance industries, the market has been grown slowly.  In such circumstance, the non-life insurance companies can provide the life insurance brokers with a convenient e-commerce platform so as to reduce the cost of labour operation and to maintain long-term dependence, which aims to win the reliance of the life insurance brokers and create the value of mutual cooperation. 
2.Business strategy : Though the main factors considered by the life insurance brokers to choose the non-life insurance companies as their partners are the brand image, financial soundness, product uniqueness and differentiation etc. However, the brokers usually put more focus on the level of brokerage; as a result, the loyalty of the brokers is not stable and they even do not care about who the partner is. In this situation, in addition to the brokerage, the business strategies of the non-life insurance companies are recommended to tie up their partners of the life insurance brokers under the common goal of profitability, on the basis of the effective integration of resource and the achievement of the mutual benefit to the both parties, and make the maximum performance as their strategy.
3.Organizational structure : The non-life insurance companies are also recommended to set up independent departments responsible for the development and maintenance of channel of life insurance brokers. For the external operation, the departments are to provide the brokers the channel of communication and complaint so as to solve problems from the brokers efficiently and to improve the service quality; for the internal side, the departments are to convey the right message from the brokers and through the division of labour authorization, to know well and keep regular progress of cooperation with the brokers, and to have conflicts resolution between the brokers, which from the point of cooperation strategy, will reach a long-term interactive partnership.
4.Performance goals : the non-life insurance companies shall conduct a periodical access on the performance of the partners of life insurance brokers to work out and meet the goals agreed by both parties. For the non-financial sides, the performance is evaluated via the contribution and productivity of the employees to the channel, and provide incentives to create the operation profit. Ultimately, to surpass the performance goal is the core value of strategy of promotion of Non-life insurance industries to cooperate with the life insurance brokers.
Other Abstract
Table of Content (with Page Number)
目 錄
第一章 緒論	1
第一節 研究背景與動機	1
第二節 研究目的	4
第三節 研究範圍及限制	5
第四節 研究流程	6
第二章 文獻回顧與探討	9
第一節 合作推廣	9
第二節 人身保險經紀人合作現況	13
第三節 X金控下產險公司經營通路現況	24
第四節 環境、策略相關文獻	34
第五節 組織結構、績效相關文獻	47
第三章 研究方法	53
第一節 研究架構	53
第二節 研究工具	54
第三節 研究指標建構	58
第四節 研究設計與實施	59
第五節 問卷設計	61
第四章 研究結果與分析	68
第一節 四大構面資料分析	68
第二節 環境因素指標構面分析	71
第三節 經營策略指標構面分析	74
第四節 組織結構指標構面分析	78
第五節 績效目標指標構面分析	81
第五章 結論與建議	84
第一節 研究結論	84
第二節 研究建議	86
參考文獻	88
附錄一、產險公司與保險經紀人之間簽訂合作推廣契約書	96
附錄二、德爾菲調查問卷專家名單	104
附錄三、修正式德爾菲法(Modified Delphi Method)第一次問卷調查	105
附錄四、修正式德爾菲法(Modified Delphi Method)第二次問卷調查	113

【表2-1-1】合作契約之國外相關文獻	12
【表2-2-1】保險經紀人得提供相關服務範圍表	15
【表2-2-2】國內保險經紀人資本額及種類統計表	17
【表2-2-3】保險經紀人業務人員統計表	19
【表2-2-4】保險經紀人保費暨佣金收入統計表	20
【表2-2-5】保經代相關文獻探討一覽表	21
【表2-3-1】2010年X金控各子公司財務數字	24
【表2-3-2】X產險與人身保險經紀人合作階段性推廣策略內容	30
【表2-3-3】X產險與人身保險經紀人合作商品現況	32
【表2-4-1】環境定義相關文獻彙整表	34
【表2-4-2】環境的因素構面變數	36
【表2-4-3】國外學者對策略定義彙整看法	38
【表2-4-4】策略層級組織區分表	39
【表2-4-5】策略與行銷關係分析	40
【表2-4-6】策略型態演進	40
【表2-5-1】組織結構的定義彙整表	48
【表3-5-1】問卷收發時間表	66
【表3-5-2】平均分數決斷參照表	67
【表4-1-1】四大構面第一次問卷調查分析結果	69
【表4-1-2】四大構面第一次及二次問卷調查分析彙總結果	70
【表4-2-1】環境因素構面第一次問卷調查分析結果	72
【表4-2-2】環境因素構面第一次及二次問卷調查分析彙總結果	73
【表4-3-1】經營策略構面第一次問卷調查分析結果	76
【表4-3-2】經營策略構面第一次及二次問卷調查分析彙總結果	77
【表4-4-1】組織結構構面第一次問卷調查分析結果	79
【表4-4-2】組織結構構面第一次及二次問卷調查分析彙總結果	80
【表4-5-1】績效目標構面第一次問卷調查分析結果	82
【表4-5-2】績效目標構面第一次及二次問卷調查分析彙總結果	83

【圖1-1-1】台灣產險市場保費收入比較	2
【圖1-1-2】2010年台灣產險市場簽單保費分布-依險種別	3
【圖1-4-1】研究流程圖	8
【圖2-1-1】合作關係「協商」、「承諾」、「執行」、「評估」過程圖	10
【圖2-1-2】環境策略與結構配適模式	11
【圖2-2-1】我國現行保險市場關係結構圖	13
【圖2-2-2】保險經紀人資本額分佈概況	17
【圖2-2-3】保險經紀人種類分佈概況	18
【圖2-3-1】2010年X金控各子公司市場分佈概況	25
【圖2-3-2】2010年台灣14家金控獲利排名(EPS)	25
【圖2-3-3】台灣前十大產險公司市佔率	26
【圖2-3-4】X產險公司各通路來源比重	27
【圖2-3-5】X產險公司專責單位組織圖	28
【圖2-3-6】X產險公司推廣人身保險經紀人通路之SOWT分析圖	29
【圖2-4-1】Porter之一般性策略	42
【圖2-4-2】Porter之五力分析圖	44
【圖3-1-1】本研究之研究架構圖	53
【圖3-3-1】本研究考量建構主要之指標因素	58
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