The Benefit Analysis of the Channel Development of Insurance Agent

[[abstract]]摘要 隨著主管機關針對「保險經紀人管理規則」與「保險代理人管理規則」修訂，迫使保險經紀人市場勢必得重新整合。保險經紀人公司需重新考量最適組織型態及發展模式，而中大型保險經紀人公司也需考量與未來同業之間最佳的合作模式，如何規劃其經營模式及發展策略，為未來穩健經營的及穩定成長的關鍵。本研究欲探討保險經紀人公司經營發展之成功關鍵因素，並以國內較具規模保險經紀人公司為研究對象。運用模糊層級分析法為研究分析方法，依據保險經紀人公司負責人、高階業務主管及保險公司人身保險經紀人通路人員問卷調查，逐步分析各個構面與評估準則間的權重關係。由實證結果指出銷售人員開發新客戶的能力、專業知識及維護客戶權利、銷售人員道德、銷售主管與銷售人員間互信之基礎、保險經紀人公司規模、策略性的獎勵計劃，對保險經紀人公司經營發展是重要的。[[abstract]]ABSTRACT Recently the market of the insurance agents should be reintegrated with revising on the “Regulations Governing Insurance Brokers” and the “Regulations Governing Insurance Agents” And these regulatory changes force the insurance agents to reconsider the optimal organization pattern and development mode However the mid-to-large-scaled insurance agents also take into account the inter-industrial optimal mode of the future collaboration and make a plan for its stable operating and developing strategies This paper is to explore the key success factors of the operational development of the insurance agents and focus on the main insurance agents in the domestic insurance agent industry Based on the investigation on the questionnaire for the managers the officers and the channels we apply the Fuzzy Analytic Hierarchy Process (FAHP) method to analyze different dimensions and to evaluate the weight relationship among criteria The empirical result suggests that the key determinants for the operative development of the insurance agent are as followings the ability and the knowledge for a salesperson to develop new customers the maintenance of the right for customers the salespersons’ ethics and the trust basis between the executives and the salespersons the scale of the insurance agent the incentive programs and the strategic awards projects and et