產險公司行銷績效分析之研究 : 以汽車保險代理人為例

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Title:	產險公司行銷績效分析之研究 : 以汽車保險代理人為例
Other Titles:	A study of non-life insurance marketing performance analysis concerning auto insurance agents
Authors:	楊承峯;Yang, Cheng-Feng
Contributors:	淡江大學保險學系保險經營碩士在職專班廖述源
Keywords:	行銷通路;汽車保險代理人;行銷績效分析;Marketing Channels;Auto Insurance Agents;Marketing Performance Analysis
Date:	2012
Issue Date:	2013-04-13 10:59:04 (UTC+8)
Abstract:	我國財產保險之行銷通路可區分直接行銷與間接行銷二大類，獨以間接行銷中之車商保代佔產險公司業務比重最高，但唯有將整體行銷通路之成本率及損失率加強管控、減少賠案融通、統一維修價格、加強各行銷通路與產險公司之業務融合及產險公司同業之間相互合作，方能避免各行銷通路之予取予求，產險公司整體業務始能發揮最大產能，創造最高利潤。 K、T、H保險代理人係代理N產險公司或其他產險公司之保險業務，由此引申『普通代理』及『專屬代理』之概念。K、T、H保險代理人雖與N產險公司互為關係企業，相較業務配合比重實有差距，K保險代理人業務配合比重較低、T、H保險代理人業務配合比重較高而對N產險公司之整體經營績效及貢獻度將依據十項經營指標實得分數加總後依序排名，即是T保險代理人對於N產險公司之貢獻度最大，其次是K保險代理人，H保險代理人則貢獻度最小，主因係T與K保險代理人簽單業務量約為H保險代理人二倍有餘且其他分析指標保代間差距較無顯著，故T與K保險代理人產生效益較大，H保險代理人則產生效益較小。保險公司與保險代理人是相輔相成之業務關係，費率自由化第三階實施後，造成整體產物保險行銷通路嚴重影響及衝擊，保險公司將依商品、通路行銷及差異化服務方面，制訂出最適之因應策略。主要目的期能獲取最多客源、拓展多樣行銷通路、發揮最大功能並創造最高效益。表單編號：ATRX-Q03-001-FM030-01 Non-Life insurance marketing channels can distinguish between two broad categories of direct marketing and indirect marketing in Taiwan, independent automobile Insurance agency indirect marketing of cars accounted for only after the insurance companies and car dealers to maintain the insurance companies business the highest proportion, and car dealers Insurance agency involved in the automobile insurance market. The friendship of the good providers, you can get a large number of insurance business, insurance companies need a small number of marketing staff training services to automotive dealers, without training a large number of sales for business promotion. K, T, H Insurance agency agents N insurance company or other insurance companies in the insurance business, which cited application of "Independent Agency" and "Exclusive Agency" concept. K, T, H insurance agents interaction with N insurance company affiliates, compared to business with the proportion of the real gap, K insurance agent with the lower proportion of T,H insurance agents with a higher proportion of the overall operating performance and the contribution of N insurance company will be based on ten business indicators have scores add up to order of ranking, that is, T insurance agent for N insurance company of tribute offer degrees, followed by K insurance agent, H insurance agent contribution minimum, the main cause of T and K Insurance agents signing business is about H insurance agent is more than twice the gap between the insurance on behalf of other analytical indicators less.Significant, so the T and K insurance agents benefits, H insurance agent smaller benefits. Insurance companies and insurance agents are complementary business relationship, the third stage after the implementation of the liberalization of the rates, resulting in seriously affected and the impact of the overall product of insurance marketing channel, the insurance company will depend on the goods-how, marketing and differentiated services to work out the optimum of coping strategies.The main purpose of access to up to tourists, expanding and diverse marketing channels to maximize functionality and to create maximum efficiency. 表單編號：ATRX-Q03-001-FM031-01
Appears in Collections:	[Graduate Institute & Department of Insurance Insurance] Thesis

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