數位金融科技驅動產物保險電商創新之研究 —以A公司為例

Abstract

隨著數位金融科技的迅速發展，全球各行各業都在經歷深刻的變革，保險業也不例外。本研究旨在探討數位金融科技對台灣產物保險網路投保商業模式創新的影響。由於保險業是一個高度監管且保守的行業，創新性相對較低，因此，本研究的動機在於利用數位金融科技提升保險業務的便捷性、安全性和客戶滿意度，推動保險業務模式的創新與轉型。 首先，本研究首先在緒論部分介紹了研究的動機、範圍與目的，以及研究方法與架構。研究方法包括田野調查法、文件蒐集法和半結構式訪談，以全面了解數位金融科技在保險業中的應用現狀及其影響。在文獻探討部分，我們回顧了數位金融科技的發展歷程，分析了保險科技（InsurTech）的興起及其對產物保險業的影響，並探討了數位金融科技驅動的網路投保創新模式及其未來發展趨勢。 在研究方法部分，本研究採用了PEST分析法從政治法律、經濟、社會和技術環境四個方面分析數位金融科技在產物保險中的應用背景。通過SWOT分析法，探討了數位金融科技應用於產物保險的優勢、劣勢、機會和威脅。STP市場目標定位分析幫助確定了數位金融科技應用的目標市場和定位，而價值主張圖則詳細分析了數位金融科技如何為保險公司和客戶創造價值。 在實證研究部分，提出了四個主要假設，探討數位金融科技在提升投保便捷性、客戶滿意度、降低運營成本及提升風險管理能力方面的作用。研究通過問卷調查、專家訪談和文獻蒐集方法收集了大量數據，並使用描述性統計、相關分析和迴歸分析等方法進行全面分析，驗證了研究假設。結果表明，數位金融科技顯著提升了產物保險網路投保的便捷性和客戶滿意度，降低了運營成本，並提升了風險管理能力。 透過在EiMBA的學習，了解到如何利用設計思考去理解消費者，接觸消費者，並挖掘到消費者的洞察力，以及拿到以上資料之後針對先前假設之痛點與解決方案不斷修正價值主張與商業模式，以達到產品市場契合度(Product-Market Fit，PMF)。 在第四章中，詳細探討了數位金融科技在產物保險中的具體應用，包括網路投保平台的架構設計、大數據在風險管理中的應用、人工智慧在理賠處理中的應用及區塊鏈技術在數據安全中的應用。這些技術應用不僅提升了保險服務的便捷性和安全性，還推動了商業模式的創新。通過實際案例分析，展示了和泰產險、兆豐產物保險及國際保險公司的成功經驗，證明了數位金融科技在保險業中的巨大潛力。 在結論部分，我們總結了本研究的主要發現，並針對產物保險公司和政策制定者提出了具體建議。保險公司應積極推動數位化轉型，利用數位技術提供更加便捷和個性化的服務，加強風險管理能力，提升客戶體驗，並強化數據安全和隱私保護。政策制定者應支持保險業數位化轉型，制定相關政策和措施，提供資金支持，加強數據安全監管，推動技術創新和應用，促進行業交流合作。最後，本研究指出未來應擴大資料收集範圍，增加樣本數量，進一步探討其他數位技術的應用，並採用多元化的研究方法，深入分析數位金融科技應用過程中的挑戰和解決方案。 總結來說，數位金融科技在保險業中的應用前景廣闊，保險公司和政策制定者應積極推動數位化轉型，提升服務質量和運營效率，實現業務的持續增長和發展。本研究希望能為保險業的數位化轉型提供有價值的參考，推動產物保險業務模式的創新。

關鍵詞：數位金融科技、產物保險、網路投保、商業模式創新、InsurTech、數位轉型、風險管理、客戶滿意度、大數據、人工智慧、區塊鏈技術

With the rapid development of digital financial technology, various industries worldwide are undergoing profound transformations, and the insurance industry is no exception. This study aims to explore the impact of digital financial technology on the business model innovation of online property insurance in Taiwan. Given that the insurance industry is highly regulated and conservative, with relatively low innovation, the motivation of this research is to leverage digital financial technology to enhance the convenience, security, and customer satisfaction of insurance services, thereby driving the innovation and transformation of insurance business models. Firstly, the introduction section of this study presents the research motivation, scope, and objectives, along with the research methods and framework. The research methods include field research, document collection, and semi-structured interviews to comprehensively understand the current status and impact of digital financial technology in the insurance industry. In the literature review section, we review the development history of digital financial technology, analyze the rise of InsurTech and its impact on the property insurance industry, and explore the innovation models of online insurance driven by digital financial technology and their future development trends. In the research methodology section, this study employs PEST analysis to examine the application background of digital financial technology in property insurance from the perspectives of political, economic, social, and technological environments. Using SWOT analysis, the advantages, disadvantages, opportunities, and threats of applying digital financial technology to property insurance are discussed. The STP market segmentation, targeting, and positioning analysis helps determine the target market and positioning for the application of digital financial technology, while the value proposition canvas details how digital financial technology creates value for insurance companies and customers. In the empirical research section, four main hypotheses are proposed to explore the role of digital financial technology in enhancing the convenience of insurance, customer satisfaction, reducing operational costs, and improving risk management capabilities. The study collects extensive data through surveys, expert interviews, and document collection methods, and uses descriptive statistics, correlation analysis, and regression analysis to comprehensively analyze and verify the hypotheses. The results show that digital financial technology significantly enhances the convenience and customer satisfaction of online property insurance, reduces operational costs, and improves risk management capabilities. Through learning at EiMBA, I have understood how to use design thinking to understand consumers, engage with them, and uncover their insights. With the data collected, I constantly revise value propositions and business models to achieve product-market fit by addressing previously hypothesized pain points and solutions. In Chapter Four, the study delves into the specific applications of digital financial technology in property insurance, including the architectural design of online insurance platforms, the application of big data in risk management, artificial intelligence in claims processing, and blockchain technology in data security. These technological applications not only improve the convenience and security of insurance services but also drive business model innovation. Through case studies, the success stories of Hotai Insurance, Chung Kuo Insurance, and international insurance companies are showcased, demonstrating the significant potential of digital financial technology in the insurance industry. In the conclusion, we summarize the main findings of this study and provide specific recommendations for property insurance companies and policymakers. Insurance companies should actively promote digital transformation, use digital technology to offer more convenient and personalized services, enhance risk management capabilities, improve customer experience, and strengthen data security and privacy protection. Policymakers should support the digital transformation of the insurance industry by formulating relevant policies and measures, providing financial support, strengthening data security regulation, promoting technological innovation and application, and facilitating industry exchanges and cooperation. Finally, the study suggests expanding the scope of data collection, increasing sample size, further exploring the application of other digital technologies, and adopting diverse research methods to deeply analyze the challenges and solutions of digital financial technology applications. In summary, the application prospects of digital financial technology in the insurance industry are broad. Insurance companies and policymakers should actively promote digital transformation to enhance service quality and operational efficiency, achieving sustained business growth and development. This study hopes to provide valuable references for the digital transformation of the insurance industry, driving innovation in property insurance business models. I hope this research provides valuable references for property insurance companies during their digital transformation process and promotes the sustainable development of the insurance industry.

Keywords：Digital Financial Technology, Property Insurance, Online Insurance, Business Model Innovation, InsurTech, Digital Transformation, Risk Management, Customer Satisfaction, Big Data, Artificial Intelligence, Blockchain Technology.