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    題名: 保險經紀人於長期看護險之行銷研究
    其他題名: A study on the role of insurance brokers in marketing of long-term care insurance
    作者: 李健彰;Li, Chien-Chang
    貢獻者: 淡江大學保險學系保險經營碩士在職專班
    曾妙慧;Tseng, Miao-Hui
    關鍵詞: 長期看護險;保險經紀人;Insurance Brokers;Long-Term Care Insurance
    日期: 2014
    上傳時間: 2015-05-04 09:46:56 (UTC+8)
    摘要: 在社會結構改變及人口高齡化下,長期看護險的重要程度與日俱增,投保長期看護險不但可以分擔家庭在銀色海嘯下所帶來的經濟壓力,同時也可以減輕政府未來的財政負擔,充分發揮商業保險的效果。
    As the social structure evolves and the society is faced with the challenge of population ages, long-term care insurance (LTC) becomes all the more important. Having LTC coverage can alleviate some of the financial burden on individual families brought about by the silver tsunami. It also helps reduce the future fiscal burden of government. It is business insurance working at its best. Insurance brokers operate under legal basis and sales consideration different from those for the direct sales channel of insurance companies, and hence are in the position to offer more varieties of product options. It is believed that selling LTC through insurance brokers can bring insurance companies greater profits.
    This paper analyzes current market conditions and the advantages/disadvantages of LTC products currently available on the market, and furthermore, studies the LTC marketing strategies. Hopefully it will prompt insurance brokers to put forth greater attention and efforts in the sale of LTC, thereby expanding the scale of traditional insurance brokerage channel and developing market segmentation for the sales of products.
    This paper employs the qualitative approach of in-depth interview to interact directly with the interviewees, which aids the study of the complicated issue of selling LTC and two-way communication. The sale of LTC is not a simple choice of yes or no. Through questions and dialogues, the author is able to discern clearly the willingness of insurance brokers to sell LTC and their marketing approaches. The study finds the following:
    1.Objectively, insurance brokers are in the position of seek the greatest LTC benefit for customers.
    2.The benefit payments and premiums of existing LTC products available on the market are competitive.
    3.The professional quality of insurance brokers will affect the sales of LTC.
    4.High commissions, reward of overseas trips and personal honors are viable incentives for insurance brokers to sell LTC.
    顯示於類別:[保險學系暨研究所] 學位論文


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