| 摘要: | 產險業者如果想從商業健康保險商品的經營中獲得大量業務，是否能引起消費者之投保意願將是決定勝敗之關鍵，因此推出的商品必須與既存市場之健康保險商品有所區隔。但產險業者又不能貿然前進，參考壽險公司之經驗並調查消費者所重視之健康險商品特性，將是產險業者在商品設計中不可欠缺的一環。
本研究蒐集相關文獻與統計數據以整理出商業健康保險市場概況與各種商業健康保險的發展情形。再藉由問卷調查釐清消費者需求，問卷主要針對經常往來大台北地區的22歲以上具商業健康保險購買經驗之消費者為研究對象。研究方法為描述性統計、卡方分析( Test)與單因子變異數分析(oneway ANOVA)。問卷題組為人口統計變項、健康風險認知、商品購買概況、購買評估準則量表、商品型態偏好、健康保險商品利益、產險公司接受度與未來投保意願等八個部份，以SPSS檢定各變數間的差異情形。
最後再根據所得的研究結論，分別對產險公司提出「產險公司之定位策略」、「商業健康保險商品之定位策略」、「保險商品之設計」、「行銷策略之擬定」與「鎖定具淺力的目標市場」等五點建議；此外，並提出後續研究相關建議。
Non-life insurance industry wants to obtain a large amount of business from the management of the commercial health insurance goods,consumer insure or not will be a key. Therefore we must launch of goods in the original health insurance segment. Non-life insurance industry could not rashly forward. Reference to the experience of life insurance companies and consumers to investigate the health insurance of goods, Reference to the experience of life insurance companies and consumers to investigate the health insurance of goods, will be the insurance industry in the production of goods indispensable to the design.
The collection of statistical data and related literature to describe a commercial health insurance market overview of various commercial health insurance and the development of situation. Consumer demand through a questionnaire survey. The questionnaire’s target about the demand of insurance is consumer that has experience of health insurance purchaser. Research Methods for descriptive statistics, chi-square analysis and oneway ANOVA. That’s a questionnaire in eight part that is variable of demographic statistics, the recognition of health risk, overview of goods purchased, the purchase of factors Scale, Preferred type of goods, health insurance benefits,non-life insurance industry to accept degree and insurance will in the future. This research apply software of SPSS To test the differences between the variables.
In accordance with the conclusion of studying finally ,propose '' the localization tactics of non-life insurance company, '' the localization tactics of the commercial health insurance goods '', '' insurance design of goods '', ''The drafting of marketing strategys '', ''on a lock of the target market'',etc. five suggestions. In addition, propose the relevant suggestions of follow-up study. |
