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论文编号：	4152
作者编号：	2120094017
上传时间：	2012/6/4 16:46:37
中文题目：	新安产险产品与服务开发之研究
英文题目：	Research study of Insurance Products and Service Development of Newa Insurance Co., LTD
指导老师：	张金成
中文关键字：	保險業 产品与服务 市场开拓 产品开发
英文关键字：	Insurance, Products and services, Market development,
中文摘要：	现今国际社会经济的高度发展下，市场自由交易机制下竞争的结果自然是优胜劣败，赢者企业高度成长，赢利丰厚；输者市佔率日渐萎縮，最终将退出竞争市场，在产物保险业界的竞争市场上亦是如此。本研究旨在探讨产物保险公司对于产品的改进与开发，是否会提高保险产品的附加价值？是否会提升产业竞争力？从新安产险的运营发展作为本论文研究的对象，试图由新安产险之历史沿革，解析新安产险的保险产品的特性，寻找出新安产险的核心竞争力，更进一步找出核心组合保险产品，再将原有的保险产品，透过技术流程的改进、服务流程再造、新型态差异化服务等添加元素的方式，加以改造成新的保险产品，创造出顾客愿意付钱购买的价值优势。从顾客的需求角度出发，以服务战略的创新，寻求出新的竞争优势，形成更能符合消费者需要的优质保险服务，进而扩大在产物保险市场中的占有率。然而，在现代复杂多变的市场环境中，新安产险为了生存与成长，不断地创思新构想，在满足旧顾客需要的同时也吸引著新客户的加入。因此，除了持续推出新颖、保障更完善的保险产品来满足顾客的需求；此外，在这电子商务时代，新安产险透过完全整合的电脑平台传送产品资讯，贩卖保险产品给消费者，使得利用“客户服务中心”的销售渠道，将保险产品销售的成本降低，提高综合销售的效益，多面相保险新服务的开发，顾客满意度的提升与保险产品创新价值等，致使产物保险业界之服务竞争，益发的日趋激烈，亦是本论文研究的动因。选取新安产险作为研究对象，试图考量从新安产险的思考角度出发，推出新的保险产品、新的保险组合后，提高保险产品的附加价值，提供顾客内心需求的产品与满意的理赔服务来彰显“顾客价值”，为巩固保险公司与顾客间的顾客关系，进一步探讨信任、顾客满意度与顾客忠诚度彼此间更为清楚的影响关系。根据研究假设的验证可以提供台湾产物保险业业者在未來经营管理上的參考，希冀业者能够藉由本研究实证发现，透过保险公司与顾客维持良好的互动关系、提供良好的理赔服务质量來增加顾客对产物保险业业者的信任，并创造高度的顾客满意度与忠诚度。
英文摘要：	Under the high level of economic development of international community, the result of competition in the free play of market trading mechanism is naturally the fitters win by the high growth and huge profit; the loser will give away it’s market share and eventually dropped out for the competition from the market; there is no exception for this rule in the property insurances business. This study will investigate whether the insurance products improvement and development can improve the added value of the insurance products? Or it will promote it’s competition ability among the field? Taking Newa Insurance Co., LTD. （also known as NIC） as a target candidate in this research, the study will try to nail down from Newa Insurance Co.’s corporate history, and analysis the it’s the characteristic of the insurance products, to find out the core competitions of NIC. The study will further identify the core insurance products, and with proper modification and additional elements in technologies, customer services SOP, and customer-made services, to create a new insurance products and to attract new customers with a better service. Developing the cutting point from customers’ prospective, with the innovation of service strategies, the company can create a new advantages in the market and meet the customers’ need more precisely and enlarge its market share. However, facing a vibrating and changable market, in order to survive and growing, NIC keeps creating new ideas, and try to meet current customers’ need while attracting new customers. Therefore, it continuously presenting new and more sounding insurance products to satisfy customers’ need; besides, now is the age of electronic commerce, NIC has established a total integration internet platform to delivery product information, and a direct B-to-C （business to consumer） sales channel. With this online “Customer Service Center”, NIC also reduces it’s sales cost and lifts it sales performances, varieties news developments and customers’ satisfactions and value-added to NIC’s insurance products. All these efforts have agitated the services competitions among the business, and it is the motive for this study research. Choosing NIC” as the object of this study, the author is trying to cut in to the point from NIC’s prospective, from introducing a new insurance policy and new combination, to improve the added value of insurance products, provide customer inner needs of products and satisfaction claims services to highlight the “customer value”. To consolidate the Customer Relationship Management between NIC and customers, this study will also further discuss the co-relation of mutual trust, customer satisfaction and customer loyalty. Based on the validation of hypothesis theory, it can provide management advises to the business owners of Taiwan Property Insurances Company; and though out the finding of this study, it is expected the Insurance Company will maintain good CRS and provide well after services to build up mutual trust and eventually bring in high customer satisfaction and loyalty.
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