| Abstract: | 本論文係採個案研究分析方式，目的在探討某外商保險公司在面對台灣既競爭又成熟的保險市場，採取哪些策略，如何能成為國內唯一四度被金管會評選為「模範壽險公司（Model Company）」且連續七年獲評為「提高國人保險保障方案」之績優保險公司。本研究運用藍海策略之四項行動架構分析探討個案公司所採取的經營策略，是否是獲評為模範保險公司的有效策略。P公司「創造」需求導向（Needs-Based Selling）的行銷模式，與量身訂作的家庭保障計劃，平均保額明顯高於產業3倍，進而成為提高國人保障的模範壽險公司；「提升」人力素質並堅持獨特的專業壽險顧問（Life Planner）制度，在業務員定著率和保單繼續率上有明顯優於產業的表現；「消去」多元渠道的銷售通路，反映在總保費收入上，則呈現市場佔有率仍無法突破1％的困境。「降低」風險性資本額的財務管理，讓P公司有明顯優於同業的風險資本適足率，同時符合了金管會模範壽險公司財務穩健的基本要求，該結果反映個案公司有允當的資本水準與高於產業標準的資產負債管理。 因此P公司採取需求導向的行銷方式；量身訂作的家庭保障計劃；獨特的專業壽險顧問制度；創造獨特且更好（Different and Better）的服務經驗策略，以及企業組織內部使命、願景、價值觀一致的核心價值，不管是從主管機關要求的財務及業務指標衡量；還是從消費者角度用「品牌認知」與「服務品質」兩大層面評估，獲得天下雜誌金牌服務大賞調查人壽保險業第一名，均驗證也說明P公司專注於創造消費者最大價值而悠游於無人競爭的藍海，並繼續堅守深耕台灣人身保險市場。
This thesis is a case study, the purpose was to explore a foreign insurance company, facing Taiwan, competitive environment, what strategies, how to become the only four degrees, was selected as the “FSC Model Company”, and for seven consecutive years, was rated “improve people insurance program blue chip insurance company”. In this study, four actions framework of Blue Ocean Strategy, analyzing business strategies adopted by the company P, whether it is the insurance company as a model for effective strategies. Company P "Create" Needs-Based Selling, tailor-made family protection plan, the average sum insured is three times higher than the industry. "Raise" human qualities, adhere “Life Planner” system, the clerk set the rate and persistency ratios, there are significantly better than the industry's performance."Elminate" diverse sales channels, the total premium income showed still less than 1% market share. "Ruduce "risk capital in financial management, so that company P have significantly better RBC. Company P adopt needs-based selling; tailor-made family plan; professional life planner system; creating “Different and Better” service experience,and corporate organization's mission, vision, values consistent. Whether from the competent authority may require the financial and operational targets, or from the consumer point of using the "brand awareness" and "service quality" , access to Commonwealth Magazine Gold Award first place in the life insurance companies survey are verified, company P focused on creating maximum value for consumers, while at the uncontested blue ocean, and continue to adhere to the roots in Taiwan life insurance market. |
