| Abstract: | 近年在與社會大眾相關的社會保險退休制度的變革，包括勞工退休金新制、國民年金與勞保年金的實施，在在都引起社會大眾的重視，也勢必引發保險銷售人員的關注，並將之利用於保險行銷，而這是否會改變保險客戶的保險購買行為，是本研究想加以探討的課題。
此外，保險商品具有保本與長期的特性，是合適的退休規劃商品，保險銷售人員長期以來，善於引用話題行銷，吾人相信必能催化這個話題的發酵，本研究正可作為保險公司與銷售人員因應準備的方向。
本研究變數資料的取得採發放問卷方式，共發出500 份問卷，回卷有效樣本數為339 份，有效回卷率為62%，回收後有效問卷以SPSS 統計分析方式，採描述性統計、均值分析、集群分析、交叉分析等方式，將各構面之研究變項做統計分析，以探討研究之結果。
統計分析結果顯示，大部分人對近幾年的退休制度改變，有關變革的項目與主要內容，大致了解，大部分人對目前的財務狀況不滿意，近期退休制度變革的話題，會讓大部分人重新關注與審視自己的退休問題，認真檢視儲蓄與投資是否足夠養老，保險公司人員較常運用退休話題行銷，大部分人會從其最常接觸的投資與理財管道處，選擇退休規劃商品，客戶目前會選擇投保的原因依序會是身體醫療、養老規劃與儲蓄理財。
The recent years is retiring an institutional change with the society''s social related insurance, include the implement of new system of the labor pension, National Pension Plan and labor insurance annuity, all in all aspects cause the society''s value, certanly will also cause the concern of insurance sale personnel, and make use of it to sell at the insurance, and whether this will change the insurance customer''s insurance to purchase behavior, is the topic that this research wants to take into a study or not.
In addition, the insurance merchandise has to protect origin and long-term characteristic, is a suitable merchandise of the retirement programme, the insurance sells for long time, the personnel is good at quoting from topic marketing, we believe can not fail to catalyst, this fermenting of topic,this research just be insurance company and sale the personnel respond preparation of direction.
The research variable material obtains picks the provide questionnaire way, altogether sends out 500 questionnaire, the reflex winding effective sample number is 311, the effective reflex winding rate is 62%,after recycling effective questionnaire by SPSS statistical analysis way, picks ways and so on descriptive statistics analysis , mean Analysis, cluster analysis, cross table, makes variable research each construction surface the statistical analysis, discusses result of the research.
Statistics analysis result suggest, greatly parts of persons'' retirement to the last few years system changes, the item concerning change and main content, mostly understand, greatly parts of persons to current financial standing dissatisfied, will retire the topic of system change in the near future, will let greatly parts of persons re- pay attention to and examine his/her own retirement problem, hard examine to save and whether investment enough retires to enjoy life or not, the insurance company personnel a little bit often makes use of retirement topic marketing, greatly parts of persons will choose to retire programme merchandise from its most get in touch with investment and finance mangaing way, the customer will choose currently the reason for insuring one after another wills be a body medical treatment and retires to enjoy life programmes and saves finance mangaing. |
