A Study on the Perception and Future Perspectives on the Selection of Marketing Channels for Insurance Sales Representatives

[[abstract]]近年來保險經紀通路的總和簽單保費逐年快速提升，而且保險公司普遍對經代通路的佣金發放相對優渥，導致壽險公司從業人員進行通路轉換至保險經紀人情況亦日漸增多。因此，本文主要探討保險從業人員對壽險通路薪資、福利、升遷、教育訓練制度認知程度以及其對壽險業未來發展考量因素。本研究之對象主要以保險公司和保經公司外勤保險從業人員，兩類受訪者比例的配置依層級抽樣的比例配置之，各類再以立意抽樣方式發送問卷，總計發放份數300份，回收及有效問卷共220份(73.3%)，經由因素分析之實證結果顯示，如保險從業人員在「輔助行銷福利認知」、「組織獎勵制度認知」及「保險公司優勢認知」的認知上如果愈高，則其對「資源與未來發展」及「變遷與市場風險」會愈重視。保險從業人員在「經紀公司發展認知」的認知上如果愈高，則其對「收入與政策優勢」會愈重視。而藉由典型相關分析發現，保險業從業人員對壽險通路薪資、福利、升遷、教育訓練制度認知與對壽險業未來發展調查因素間是有顯著相關性的。[[abstract]]Recently,thetotalpremiumsofinsurancebrokerindustryariserapidly,andthegeneralcommissionlevelofbrokersishigherthanthatoflifeinsurancecompanies,causingagentsoflifeinsurancecompaniesattempttotransfertheiroccupationstoinsurancebrokercompaniesdramatically.Thisstudyinvestigatestheperceptionandfutureperspectivesonthemarketingchannels,salaries,welfare,promotion,andtrainingsystemforinsurancesalesrepresentatives.Theprimaryobjectoftheresearchistheinsurancesalesrepresentativeswhoworkatthelifeinsurancecompaniesorbrokercompanies,theallocationproportiondistributedbetweentwogroupsofrespondents.Thispaperemploysthepurposivesamplinginquestionnairemethod,atotalof300questionnairesaredistributedand220(73.3%)returnedeffectively.Byapplyingfactoranalysis,theempiricalresultsdemonstratethatthehigherperceptionsofinsurancesalesrepresentativeson“theperceptiononauxiliarymarketingwelfare,”“theperceptiononorganizationincentivesystem,”and“theperceptionoftheadvantageoftheinsurancecompany”exist,themoretheirattentionson“resourceandfutureperspectives,”and“changeandmarkingrisk”.Andthehigherperceptionofinsurancesalesrepresentativeson“insurancebrokercompanydevelopmentperspectives”has,themoretheirattentionon“revenueanddominantpolicy.”Inaddition,bycanonicalcorrelationanalysis,theresultfoundthesignificantcorrelationbetweentheperceptionandfutureperspectivesonthemarketingchannels,salaries,welfare,promotionandtrainingforinsurancesalesrepresentatives