汽車保險市場上行銷通路特性之研究

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Title:	汽車保險市場上行銷通路特性之研究
Other Titles:	The characteristics of marketing channels in the automobile insurance market
Authors:	藍勻;Lan, Yun
Contributors:	淡江大學保險學系保險經營碩士在職專班汪琪玲
Keywords:	專屬代理人;保險;行銷通路;Independent Agent;Insurance;distribution
Date:	2011
Issue Date:	2011-12-28 17:59:44 (UTC+8)
Abstract:	保險市場的行銷通路發展日趨多元，不同的銷售系統其通路特性與行銷模式亦有所不同，因此產生許多不同型態的代理人問題。有關通路的行銷策略與發展趨勢等相關研究不勝枚舉，本研究則以不同角度實證分析在不同的銷售通路下所產生的契約品質與損失情形是否有所差異。本文藉由獨立代理人，專屬代理人，分析車險包含（一）車體險（二）任意第三人體傷險（三）任意第三人財損險等予以分析探討，並以某產險公司之樣本資料，包含投保年齡、性別、保額、廠牌車型、保費、出險頻率等變數，加以分析以進一步了解以下三點: 1、獨立、或專屬代理人通路，比較傾向能賣出高保障的保單？(分三種保險分別探討)？ 2、獨立、或專屬代理人通路出售的保單，比較會有較高的理賠機率？(分三種保險分別探討)？ 3、獨立、或專屬代理人通路，何者的核保能力(用loss ratio來觀察)較強？(分三種保險分別探討) 經實證結果顯示: 以Tobit迴歸模型實證下，承保資料觀察期間的理賠頻率高低而言，專屬代理人通路相對於獨立代理人通路的損失頻率具有顯著的負向相關，亦即專屬代理人所招攬的契約理賠頻率較獨立代理人為低。此外，就契約的損失率而言，以OLS迴歸式來實證分析發現，專屬代理人相對於獨立代理人的損失率亦為顯著的負相關，顯示專屬代理人所招攬契約之損失率較佳。另以Probit迴歸模型實證發現，專屬代理人在汽車車體損失險的招攬中，能夠售出較高保障的保險，是具有正向相關的。 As the marketing channel for insurance industry has become increasingly diverse, the characteristics of the channel and the business models vary under different sales systems, which lead to problems with different types of agents. There are numerous researches related to marketing strategies and development trends of channel. This study empirically analyzes the contract quality and loss condition under various sales channels from a different angle. This article discusses auto liability insurance coverage including (1) collision (2) bodily injury (3) property damage liability by independent agents and exclusive agents. From further analysis of sample information provided by an insurance company with variables such as insurance age, sex, insurance amount, car brand and model, insurance premium, accident frequency, the following three points are understood: 1、Which of the channels, an independent agent or an exclusive agent, tends to sell insurance policy with higher protection? (to be discussed respectively in regard to three insurances) 2、Which of the channels, an independent agent or an exclusive agent, tends to sell insurance policy with a higher claim compensation ratio? (to be discussed respectively in regard to three insurances) 3、Which of the channels, an independent agent or an exclusive agent, has higher underwriting capability (through the observation of the loss ratio)? (to be discussed respectively in regard to three insurances) The empirical results show that with the verification of Tobit regression model, as far as the claim compensation ratio during the observation period of insurer’s information is concerned, there is an obviously negative relationship between exclusive agent channel and loss ratio in comparison with independent agent channel, which means that the claim compensation ratio of the insurance policy sold by an exclusive agent is lower than that of an independent agent. Moreover, as far as the loss ratio of the contract is concerned, with the empirical analysis of OLS regression model, there is also an obviously negative relationship between exclusive agent channel and loss ratio in comparison with independent agent channel, showing that the insurance policy sold by an exclusive agent has a better loss ratio than that of an independent agent. In addition to that, with the verification of Probit regression model, it is discovered that there is a positive relationship between an exclusive agent and a policy with higher protection when selling the collision insurance.
Appears in Collections:	[Graduate Institute & Department of Insurance Insurance] Thesis

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