| Abstract: | 美國次級房貸危機引發全球經濟危機的蔓延，亦使各種危機接連引爆，帶來一連串的不良效應，因而造成對投資型保險商品銷售產生莫大影響，保險公司如何在全球經濟危機下，改變投資型保險商品的行銷策略，增加民眾對於投資型保險商品的接受度。
首先對投資型保險商品的定義、種類、市場與行銷方式進行討論彙整。以全球經濟危機的源頭「次級房貸」為開端，逐步列舉全球金融的變化，包括石油危機、通貨危機以及投資機構的倒閉潮等，加上經濟危機帶來的失業潮，進而說明全球整體經濟局勢對於投資型保險商品的影響，因此保險公司針對全球經濟危機所提出因應策略分析如下:
(1)就投資策略而言，強調投資型保險應在低檔持續扣款，並且重建資產配置的觀念，針對投資機構應更重視信用評等。
(2)就行銷策略的轉變，創新商品的結構，降低投資型保險的投資風險，並且建立客戶分類，提供保障極大化，強化全方位理財資源，加強保單加值服務。
(3)就保險糾紛的因應，嚴格遵守業務員銷售資格，加強教育訓練，確實保險資訊透明化，相關費用及風險確實的告知，強化下單流程，並確認客戶投資屬性，減少申訴案件的發生。
並根據研究探討結果，就保險公司、壽險業務主管、壽險業務員、未來研究者提出建議。
The United States subprime mortgage crisis spread of the global economic crisis, also set off a series of crises, brought about by a series of adverse effects, resulting in the invest-oriented insurance products have a very significant effect on sales, insurance companies, how the crisis in the global economy, changes in invest-oriented insurance commodity marketing strategies to increase public invest-oriented insurance for the acceptance of goods.
First of all types of investment goods, the definition of insurance, types of markets and marketing to discuss the whole Department. To the source of the global economic crisis "subprime mortgage" as the beginning of the gradual changes in the global financial cited, including the oil crisis, currency crisis, as well as investment institutions, such as closures, coupled with the economic crisis brought about by unemployment, and the situation in the global economy as a whole for investment goods, the impact of insurance, so insurance companies against the global economic crisis in response to the proposed strategy is as follows:
(1) On the investment strategy, the emphasis on invest-oriented insurance should be charged in the continuing low-grade, and the reconstruction of the concept of asset allocation for institutional investors to pay more attention to credit rating.
(2) Changes in marketing strategy, innovation and product structure, reduce the investment risk insurance, investment, and build customer classification, provide great protection, and strengthen all-round financial resources to enhance value-added services to policyholders.
(3) In response to insurance disputes, strict compliance with the sales clerk qualifications, strengthening education and training, did the insurance information transparency, the associated costs and risks of this firm, and strengthen order flow and customer investment properties, to reduce the incidence of appeals .
According to study findings, insurance companies, in charge of life insurance business, life insurance salesman, future researchers to make recommendations. |
