請用此 Handle URI 來引用此文件:
http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/20097
標題: | 「人力資源」運用於「保險行銷」對於台灣保險經紀與代理
輔助人公司經營運用與發展以AA專業保險經紀人公司為例 'Human Resources' for 'Insurance Marketing' An example of the operation and development of insurance brokers and subsidiary companies in Taiwan with AA Specialty Insurance Brokers |
作者: | Wei-Ling Wang 王唯玲 |
指導教授: | 郭瑞祥 |
關鍵字: | 保險業,保險經紀與代理與輔助人,人力資源,保險行銷, Insurance,Insurance Brokers and Agents and Auxiliary,Human Resources,Insurance Marketing, |
出版年 : | 2018 |
學位: | 碩士 |
摘要: | 目前台灣壽險、產險市場十分成熟,市場規模小,且資訊非常透明。因保險公司資源豐富,常使出優渥條件網羅人才,有資源可以吸引優秀業務人員。但保險經紀與代理輔助人公司一般而言規模小,資源缺乏,小本經營,利潤微薄。小蝦米難抗大鯨魚,優秀人才常被保險公司或金控集團所吸收;優質人才是保險經紀與代理輔導人公司經營成功最重要關鍵之一。
專業保險經紀與代理輔導人公司如何面對強大通路競爭(保險公司大批直營部隊、銀行通路、網路投保系統、台灣數千家連鎖超商未來加入保險市場等)壓力,「人才選用」成為經營成效關鍵,唯有透過專業化人才,以及發展差異化或創新商業模式等多方面思維,才能在台灣保險市場生存且永續發展。 基於上述理由,本研究以AA專業保險經紀與代理輔導人公司為例進行個案分析,希望能找出台灣保險經紀與代理輔助人公司如何將「人力資源」運用在「保險行銷」等觀念或思維,創造新機會或商業模式,抵禦碩大金控集團或保險公司等多方競爭,立足於波濤洶湧、激烈競爭之台灣保險市場;特以AA公司為實例,研究其成功用「人」之道,進一步又如何運用「保險行銷」在激烈保險紅海市場中殺出一片血路。以為同業借鏡或企業自身反思與檢討。期待企業能更上一層樓,共勉之。 At present, life insurance and property insurance markets in Taiwan are very mature, the market size is small, and the information is very transparent.Due to the rich resources of insurance companies, they often make use of qualified talents to recruit talented people and have the resources to attract outstanding business personnel. However, in general, insurance brokers and their ancillary agencies are small-scale, lack of resources, run small-scale businesses and have low profits.Small shrimp hard to resist whales, talents are often insured by the insurance company or the Group;High-quality talent is one of the most important keys to the success of insurance brokers and agency coaching companies. How professional insurance brokers and helpers face the pressure of 'strong passage competition' (a large number of direct sales force of insurance companies, bank access, online insurance system, and future thousands of Taiwan supermarket chains joining the insurance market) The key to effectiveness is its survival and sustainable development in Taiwan's insurance market only through specialized personnel and the development of differentiated or innovative business models. Based on the above reasons, this study uses case studies of AA professional insurance brokers or ancillary subsidiaries in the hope of finding out that Taiwan insurance brokers or auxiliary agencies create new opportunities by applying 'human resources' to concepts such as 'insurance marketing' Or business model to resist the competition from such as the giant financial holding group or insurance company, based on the choppy and fiercely competitive Taiwanese insurance market. Take AA Company as an example to study its successful use of 'human' approach and further use of 'insurance marketing' In the intense red sea insurance market, a trail of blood. Think of the industry as a mirror or business self-reflection and review. Looking forward to business to the next level,Encourage each other. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/20097 |
DOI: | 10.6342/NTU201800848 |
全文授權: | 未授權 |
顯示於系所單位: | 臺大-復旦EMBA境外專班 |
文件中的檔案:
檔案 | 大小 | 格式 | |
---|---|---|---|
ntu-107-1.pdf 目前未授權公開取用 | 989.15 kB | Adobe PDF |
系統中的文件,除了特別指名其著作權條款之外,均受到著作權保護,並且保留所有的權利。