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標題: | 台灣農作物保險創新發展策略之探討 The Study on Innovation Strategies of Taiwan Crop Insurance |
作者: | Yi-Chun Chen 陳怡君 |
指導教授: | 陳家麟(Chia-Lin Chen) |
關鍵字: | 農業保險,價值主張,創新,價值適配,農業保險生態系, crop insurance,value proposition,value fit,crop insurance ecosystem, |
出版年 : | 2020 |
學位: | 碩士 |
摘要: | 近年來天然災害發生的強度與頻率不斷增加,政府過去對農民多以天災補助的方式減輕農民損失,但每年政府平均核定金額多僅約占災損的25%,農民仍需自行承擔高達七成以上的損失。因此近年來政府期望藉由保險的方式提高農民的保障,並減輕國家財政負擔。我國自2015年起推動農業保險,至今已陸續開發完成多張保單,但若以投保面積去計算,投保率仍遠低於農委會目標。 本研究主要目的為探究農民投保所在意與考量的因素,探討保單設計改善空間。並提出短、中、長期的農業保險發展建議策略,期能協助農委會制定出更加符合農民需求的保險制度,提高投保意願,以達政府開辦農業保險,分散農民生產風險的美意。 本研究使用個案研究法,並使用多重方法收集資料,包括參考次級資料整理出價值主張圖、半結構式的電話訪談收集使用者對於農業保險的需求、看法與建議,最後再依《價值主張年代》中提出的「價值主張圖」,整理出使用者的「顧客素描」,並與農委會的「價值地圖」做適配,期望能因此得到解答。 最後綜合適配結果與次級資料整理,得出結論為現存農業保險雖可滿足農民「分散種植風險」的任務,但無法建立在「低保費」的前提下,也無法滿足農民希望「從保險中獲利」的顧客任務。另在農民投保痛點上包括「對於政府提供的數據與自身真實田間情況有存疑」、「對政府公告的數據與計算方式信任度低」、「保單設計無法反應個人需求或作物生長特性」、「投保流程不順暢或保險觀念推廣尚未獲得信任」等,則存在巨大的改善空間。 本研究最後也提出「農業保險生態系」的概念,未來將可結合其他農業服務商,發展農業數據管理,逐漸建立起保險生態系,提供農民全方位風險控管服務,期許可讓未來的研究者,在發展創新的農業保險商業模式上得以參考。 In recent years, the frequency and severity of natural disasters have been increasing. The government used to subsidize farmers’ loss from the natural disasters, but the annual average subsidy from government only covers about 25% of the loss amount. Farmers have to bear up above 70% of the losses. Lately, the government wants to improve the protection of farmers and reduce the national financial burden through agricultural insurance. Since 2015, Taiwanese government has initiated the agricultural insurance program and has successively developed multiple insurance policies. However, the proportion of insurance coverage is still far below the target of COA(Council of Agriculture). The main purpose of this study is to explore the factors and considerations for farmers' when applying for agricultural insurance and how to improve the design of insurance policies. The result of this study is expected to put forward short-term, medium-term and long-term agricultural insurance development suggestions and strategies, which can help the COA to develop an insurance system that more meets the needs of farmers, increase farmers' willingness to apply for insurance, so as to achieve the government's desire to set up agricultural insurance and diversify farmers' production risks. First, the study briefly introduces the products and services of COA. Furthermore, to understand user’s inner thoughts and to see whether the products COA provided could really meet user’s needs, this study also used the “value proposition canvas” (Osterwalder, 2015) to construct farmers’ profiles and fit it with the crop policies. From the result of above analysis, it is concluded that although the crop insurance can meet the farmers' task of 'diversifying risks', it cannot be established on the premise of 'low premiums', nor meet the farmers' expectations of 'gain” from crop insurance. In addition, the pain points for farmers to apply for crop insurance include: 'doubts about whether the data provided by the government can truly reflect their own real field conditions', 'low confidence in the data and calculation methods announced by the government', 'the policy design cannot reflect personal needs or crop growth characteristics', 'the insurance process is not user-friendly enough”, and “unawareness or distrust of the crop insurance concept '. The study results shows a huge room for improvement. At the end of the thesis, we also proposes the concept of 'agricultural insurance ecosystem'. In the future, such ecosystem may be able to integrate with other agricultural service providers to develop agricultural data management, and gradually establish an insurance ecosystem to provide a comprehensive range of agricultural risk control services. We anticipate this concept may facilitate the future development of innovative agricultural insurance business models. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/61650 |
DOI: | 10.6342/NTU202001131 |
全文授權: | 有償授權 |
顯示於系所單位: | 創業創新管理碩士在職專班(EiMBA) |
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