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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/51735

    Title: 我國保險網路行銷之研究
    Other Titles: A study on internet marketing in Taiwan
    Authors: 何佩璋;Ho, Pei-chang
    Contributors: 淡江大學保險學系保險經營碩士在職專班
    Keywords: 網路行銷;保險;行銷通路;Internet Marketing;Insurance;distribution
    Date: 2010
    Issue Date: 2010-09-23 15:56:48 (UTC+8)
    Abstract: 網路保險通路為近年來保險行銷的新興通路之一,而保險透過網路工具行銷與透過傳統通路行銷相比,網路行銷具有顯著的特性。以電腦和通訊技術為核心內容的資訊技術在保險業中的應用,不僅使保險公司可以開發出新的服務產品,還可以使其提高服務品質。雖然在未來的保險業發展過程中,網路保險前景看好,但也必須切實解決網路保險發展中存在的一些現實和技術性問題。因此,本研究主要目的包括:
    Internet channel is one of the new distributions of insurance marketing. Compared with the traditional channel, internet channel has its obvious character which is applied with computer and communication technology. It not only helps insurance companies to develop new type of products but also raise the service quality. Although the foreground of internet insurance is good in future growing, the existed and technical problems still need to be solved positively. This research includes: [A] To analyze the bottle neck of insurance in internet channel. It includes the underwriting behind internet and avoiding the adverse selection and the management of moral risk control after underwriting on internet. [B] To advise insurance companies to develop proper products for internet channel. To lower the managing risk by the variety combination of insurance products. [C] To advise the authorities to constitute the law which can catch up the change on internet environment and increase the flexibility of insurance companies’ management.
    The findings are as below: [A] The total process of insurance sales and service on internet has to be monitored extremely by law. This limit the development of insurance companies on internet channel and it also cannot see through the blind spot in internet insurance. On the contrary, without the extremely monitoring, it can’t prevent the moral risk and adverse selection effectively. This conclusion is one of the major reasons that block the development of our internet insurance slowly. [B] The application process of the internet insurance platform authorization which built by insurance companies is not as convenient for the customers and not accepted generally. There is also not enough temptation for insurance companies to improve this platform which makes insurance companies ignore the chance of internet insurance. [C] Mainland China uses the flexible product combination to make internet insurance simple. It doesn’t use complicate internet technology or authorization to complete the insurance application. Although the sales revenue is not in a big proportion yet, it could help our internet insurance step forward. It will also provide a good direction to take Mainland China’s internet insurance development as reference.
    Appears in Collections:[保險學系暨研究所] 學位論文

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