保險科技對產物保險業商業模式創新之研究—以Uber 為例

Abstract

科技的發達促使保險科技的創新與運用，確實為傳統保險業帶來相當大的衝擊，且帶來了新的商機。本研究就保險科技對產物保險業商業模式創新加以探討，透過資料蒐集分析、文獻探討、研究方法及Uber 個案的探討，本研究提出保險科技對產物保險業的四大衝擊，及運用克里斯汀生Christensen及強生Johnson提出四大元素，分別為顧客價值主張、利潤公式、關鍵資源及關鍵流程，組成之商業模式為基礎，建構出產物保險業商業模式創新的架構。最後以Uber個案為例，運用該建構之創新商業模式，有效因應Uber在共享經濟中所生保險需求之解決方案，提供產險業者在面臨保險科技創新與應用時，商業模式創新思考之參考。

The development of science and technologies are enabling the innovation of insurtech application which indeed has a considerably great impact on traditional insurance industry and also brings new business opportunities. This research centers on exploring the impact of insurtech on the business model innovation of property and casualty insurance industry. Through data collection and analysis, literature, research method and Uber case study, this study put forward the four major impact of insurtech on the property and casualty insurance industry. Furthermore based on the innovation business model proposed by Christensen and Johnson consists of four interlocking elements that, taken together, create and deliver value. They are Customer Value Proposition (CVP), Profit Formula, Key Resources and Key Processes as fundamental of business model to construct a new framework for the business model innovation of property and casualty insurance company. Finally, take Uber as the case study to utilize the innovated business model of this framework and effectively provide solutions of Uber’s insurance demand grown from sharing economy. This study provides a reference framework of business model innovation to cope with when property and casualty insurance company faces the challenges of insurance technology innovation and application.