保經業經營財富管理業務之研究－ 以E公司為例

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题名:	保經業經營財富管理業務之研究－以E公司為例
其它题名:	Research on Wealth Management Business of Insurance Brokerage Industry－Taking E Company as an Example
作者:	李身慧 LI, SHEN-HUI
贡献者:	黃開義;王凱立 HUANG, KAI-I;WANG, KAI-LI 高階經營管理碩士在職專班
关键词:	保經業;財富管理;經營策略 Insurance brokerage industry;Wealth management;Business strategy
日期:	2018
上传时间:	2018-11-07T06:46:02Z (UTC)
摘要:	產業結構的經濟轉型和社會結構的改變，牽動台灣財富管理業務的風起雲湧。隨著高資產人士規模不斷的成長，與少子高齡社會型態來臨，客戶對於財富管理等客制化需求日益增加。在金融整合趨勢的推波助瀾下，財富管理已經成為金融服務的重要發展趨勢。近年，在經濟環境變遷等因素影響下，國人已逐漸接受透過保經業等通路購買保險，以增加相關的附加價值及服務。金融業務自由化、全球化，銀行、證券、保險間的業務區隔差異日漸模糊，跨業經營已是不可抵擋的潮流，致使同業間競爭更為激烈，保經產業也正面臨更嚴酷的挑戰。本文採用質化分析法，透過專家學者訪談、五力分析、SWOT分析等研究方法，歸納所得到之重要結論如下：（1）對於在財富管理領域下，發展保經業差異化競爭優勢：當市場定位明確，即會產生一致的目標策略及清楚的核心價值，面對未來競爭激烈的保險市場；（2）塑造MDRT的專業團隊有助於提升保經業財富管理的品牌形象：以優質服務團隊、專業素質，提高企業專業形象；（3）保經業代理各家商品可以站在客戶立場做最有利的規劃：保經業的優勢是代理各家商品，因此可以站在客戶的立場為客戶量身訂製；（4）保經業業務經營須越趨專業化：展現自身的專業特色，提供具附加價值等核心技術的多元化服務。 The economic transformation of the industrial structure and the changes of social structure aid to wealth management service rapid growth in Taiwan. With the continuous growth of those high-income and entering the society of the aging population and low fertility, the demand of wealth management customization is increasing. Benefit from the trend of financial integration, wealth management has became the significant trend of development in financial service industry. In recent years, under the influence of the economic environment changes, Taiwanese has gradually accepted purchases insurances through the insurance agency with additional related value-added and extra services. With the liberalization and globalization of financial services, the differences among banking, securities, and insurance business are gradually vague, the conglomerate operations is irresistible, resulting more intense horizontal competitions and the insurance agencies are facing more severe challenges as well. This article adopts the qualitative analysis research through experts and scholars interviews, Michael Porter's Five Forces analysis and SWOT analysis which generalize the important conclusions as below: (1) Base on wealth management field, the advantage to develop the differentiation in the insurance agency: When the market orientation is clear, it leads to the target strategies consistency and clear core values to face future fierce competitive insurance markets; (2) Molding MDRT's professional team will aid to improve the image of the wealth management to the insurance agency: With goods teamwork and professional quality to improve the professional image of the company; (3) The insurance agency is able to provide best proposals to end customers : the strength of the insurance agencies is their ability to sell various types of commodities thus they could stand on the feet of their customer's need and customize their proposals; (4) Insurance Agency Professionalization: By demonstrating its own professional characteristics and provide multiple services with core technologies and added values.
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