本研究目的為探討軍公教人員理財規劃與保險觀念，透過整理當前壽險業者提供之商品與理念，經由分析軍公教人員對於理財之需求，以及軍公教人員考量的因素，以了解壽險業如何經營軍公教人員的理財規劃，進一步提供給企業開發此一客群的建議。 本研究採用質性分析法，透過SWOT及五力分析了解壽險業面臨的困境，以及經由訪談業界高層了解壽險業在軍公教上的發展與不足。從SWOT分析本研究發現壽險業主要優勢在於「掌握客戶家庭背景及職業資訊」及「長期資產管理之經驗豐富」；劣勢在於「具有專業金融知識人才不足」及「進入市場時間較銀行業晚」；機會在於「國人逐漸接受專業理財服務觀念」及「國人資產成長」；威脅在於「銀行經營財富管理已具備相當規模」及「海外私人銀行積極經營市場」。 This study is aimed to investigate the financial management and the concept of insurance of the government employees and teachers. In order to realize how insurance industry manage the business of he government employees and teachers, we analyze the need of financial management through summarizing the merchandises that offered by the insurance industry. We take qualitative research method such as SWOT analysis, Five Force Model analysis, and interview with managers in insurance company to study the development and the difficulty of the insurance industry in the government employees and teachers. From SWOT analysis, we know the advantages of insurance industry are “get the customer family background and career information” and “rich experience in long-term asset management”; the disadvantages are “people have a lack of financial expertise” and “too late to enter the market than the banking sector”; the opportunities are “people gradually accept the concept of professional financial services” and “people’s asset are growing up”; the threatens are “wealth management in banks are already experienced” and “foreign private banks activate the business market”.
