| 摘要: | 由於投資風氣的盛行，金融投資商品不斷的推陳出新，帶來金融商品百家爭鳴的局面，投資型保險商品也在這樣的局勢下，逐漸成為國人投資理財與避險的工具之一。研究的目的是希望透過訪問壽險銷售人員,找出促使投資型保險商品成交的產品關鍵因素。再根據這些產品關鍵因素，建議壽險公司應該如何在這些產品關鍵因素上去作努力，以提升投資型保險商品的競爭力。 研究中以內容分析法尋找因素，並採用層級分析法架構投資型保險商品因素，將其分類為成本、風險分散、法律、投資方式四個構面，其次，透過層級架構所設計的問卷內容，以國泰人壽、南山人壽、ING安泰人壽銷售人員為發放對象，蒐集樣本資料以進行層級分析，得出各因素權重。最後，根據ABC分類法篩選出產品關鍵因素，分別是加值幾付、自動平衡、生命風險、與資產配置。 最後建議在加值給付方面，縮短加值給付等待的期間或者提高加值幾付的百分比並輔以相關配套措施；在自動平衡機制方面，設計適合不同風險屬性客戶的自動平衡機制；在生命風險方面，將豁免保費的設計加入投資型保險商品的架構中。在資產配置上，壽險公司可以彼此合作，共同向投信公司或者基金代理機構申購，以降低管銷成本及加快新基金的審核速度。 With the popularity of investment idea, new Investment-Oriented products are on the market continuously. Under this situation, Investment-Oriented Insurance product is regarded as one choice in lots of investment tools for the public. The goal of this study is to find out the key product factors that help close a deal with clients. Then, based on these key product factors, suggestions are provided for insurance companies to promote Investment-Oriented Insurance product in efficiency. Content analysis is adopted to find out product factors; then, product factors are classified as cost, risk distribution, law, and investment. Next, the product factors of Investment-Oriented Insurance are analyzed by Analytical Hierarchy Process (AHP). Further, AHP-structured questionnaires are distributed to salesmen of Cathay, Nan Shan, and ING insurance companies, analyzed to obtain weights of each product factor. Key product factors are sort out by ABC Classification method. At last, suggestions are provided as follows: in the aspect of value-added, shortening deferred period of value-added payment or increase on the ratio of value-added are carried out with the countermeasures concerned；in the aspect of Constnant Proportion Portfolio Insurance,namly CPPI, CPPI should be designed by risk-orientation the client belongs to;in the aspect of life risk,waiver of premium can be added to Investment-Oriented Insurance product；in the aspect of asset allocation, if insurance companies cooperate to make a bargin with fund companies, administrative and selling cost can be reduced and new funds can be audited very soon. Keywords：Investment-Oriented Insurance product, AHP, Key product factor |
