|題名: ||壽險業傳統經代通路經營分析 : 以臺灣S壽險公司為例|
|其他題名: ||The investigation of life insurance companies operating brokers and agencies distributions in Taiwan|
|作者: ||廖乾任;Liao, Chyan-renn|
|關鍵詞: ||多元通路/多重通路;保險代理人/ 保險經紀人;合作關係;Multi-channel;insurance agent/insurance broker;Partnership|
|上傳時間: ||2010-01-11 02:06:20 (UTC+8)|
The deregulation of Taiwan’s insurance market since 1993, coupled with executing the “Financial Holding Company Act” in 2001, has brought Taiwan’s insurance industry to a prosperous and rapid development. As of the end of 2008, the ratio of having insurance coverage on life insurance and annuity among the local population has surpassed 200%, and the insurance penetration has also reached 15.70%, a leading figure around the world, indicating that the local population’s insurance concept is maturing, and the insurance marketing channels are becoming diverse.
In recent years, besides the conventional insurance salesman distribution and rapidly growing bancassurance, the insurance agent and broker’s distribution has also played a significant role. A critical question arises in terms of how best to coordinate the relationship between life insurance companies and the insurance agent underwriting channel when insurance operators are to adopt the salesman and agent/broker distribution systems concurrently? In 2005, the salesman system-based S Life Insurance Company’s venturing into the insurance agent/broker distribution system has shaken the life insurance sector, with many operators holding a skeptical watch on the subsequent development and yield of S Company’s switching to the insurance agent/broker underwriting venue.
The main purpose of this paper investigates the cooperation relationship between life insurance companies and the insurance agent/broker distribution that signed a contract with S Life Insurance Company. This paper uses the questionnaire method to study how the distribution channel affects the life insurer’s assets, products, operating flow and levels of satisfaction, wit which to devise a premise for improving the cooperation relationship and enhancing the agent/broker distribution’s operating efficiency. Through the case interviews, two representative collaborative insurance agent/broker underwriting companies have been selected to gain in-depth understanding of their perception of S Life Insurance Company, and to validate the questionnaire survey findings. With the analysis results of questionnaire, the paper has derived the following findings:
I.The reputation of life insurance company does not play a prominent role in operating the insurance agent/broker underwriting distribution.
II.Product strategies of life insurers remain the critical elements of success in operating the insurance agent/broker underwriting distribution.
III.The ratio of commission is regards as an important factor for the insurance agent/broker underwriting distribution.