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    题名: 以商業模式架構探討台灣保險經紀人產業之經營策略-以E公司為例
    作者: 李忠約;Lee,Jong-yueh
    贡献者: 高階主管企管碩士班
    关键词: 保險經紀人產業;經營策略;商業模式;Insurance broker industry;Business strategy;Business model
    日期: 2014-07-04
    上传时间: 2014-10-15 15:30:42 (UTC+8)
    出版者: 國立中央大學
    摘要: 台灣保險市場歷經啟蒙、開放、拓展、自由化、後EACA時期等過程,呈現飽和且競爭相當激烈的局面;加上外部經營環境的重大變化,讓保險經紀人產業的經營更備感壓力。
    個案公司在歷經營收的高成長到衰退及獲利不如預期的狀況下,正思考如何改變經營策略及現有商業模式,以確保企業長期的營運及提升經營績效。本研究主要目的有二:首先是探討外部環境變化對台灣保險經紀人產業的影響如何。其次探討個案公司應訂定新的經營策略,調整現行商業模式,以提升公司的經營績效。
    本研究運用8十國家模式的架構找台灣保險經紀人產業及個案公司所面臨的外在環境的機會與威脅。並依據8十營運模式及8十獲利模式來分析個案公司在過去十年間,確認造成目前經營績效不甚理想的原因,最後改變經營策略,調整現行商業模式,並重新預估可能產生的財務試算結果,是可以達成本研究目的。
    本研究主要結論如下:
    依據外部環境分析及8十營運模式分析,個案公司依據保險市場經營環境的變化及趨勢,在公司組織與作業規章適時調整因應,以提昇營運效率;需要增強上游關聯關係,以提昇業務競爭力;吸引更多優秀業務人才加入、持續積極提升業務團隊保險專業素養及服務品質,以增加營運績效;增強與客戶之長期合作關係、強化資訊技術能力,以創造更高價值的服務,以提升服務競爭力;利用通路的強勁與成功模式、優越的資訊研發與創新,積極大陸佈局,以提高資收益。;Taiwan′s insurance market after enlightenment, openness、development、 liberalization process、such as the EACA period, showing a saturated and highly competitive situation; coupled with significant changes in the external business environment, so that the operation of insurance broker industry is confronting more of pressure.

    After high-growth revenue and profitability, the subject company is facing decline and profitability under sheduled. They would like to employ positive thinking about how to change the existing business strategy and business model to ensure the long-term business operations and enhance business performance.

    The main purpose of this study is twofold: First, to investigate the effect of changes in the external environment in Taiwan insurance broker industry. Second, the subject compay should investigate a new business strategy,current business model adjustment and eventually to enhance the company′s business performance?

    This thesisi uses 8 Cross National Model to locate opportunities and threats encountered by the insurance broker industry and the subject company in face of the external environment. Based on 8 Cross Business Model and 8 Cross Profit Model to analyze the subject company in the past decade and verify the reasons why they are suffering less ideal business operation. Through the changes in the operating strategies, the existing business model is revised and a potential revenue calculation is then presented as new forecast, which is confirmed to achieve the goal set by the thesisi.

    The main conclusions of this study are as follows:
    After the analysis of the external environment and 8 Cross Business Model, the subject company adjusted the company organization and operation guidelines based on changes and trends in the insurance market to increase operational efficiency. They also enhanced their upstream relationship to strengthen their business competitiveness. In the meanwhile , more talented people were recruited and insurance expertise and service quality among sales teams were required to upgrade, in terms of competitive service. The long-term working relationship with the specific clients were also required to enhance, together with R&D in IT, a total and high-value service can be created the competitive edge. Taking the channel advantages and successful model, IT capabilities were expected to innovate, then the business scale to expand over the Taiwan Straits are, which could substaintially increase the bottom line.
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