| 摘要: | 面對保險業日益嚴重的利差損，民國90年，政府修訂保險法通過投資型保險商品，保險公司經營投資型保險商品，可以將大部份投資風險移轉給保戶，以紓解保險公司利差損問題，並帶來正的現金流量。民國94年7月1日，勞工退休金條例(勞退新制)正式施行，雇主須按月提繳不低於勞工每月工資6%勞工退休金，儲存於勞保局，但經由調查顯示76.7%的勞工認為未來可領到的退休金只佔其退休所得的30%以下，25%-45%的勞工會選擇以『傳統保險』或『投資型保單』做為退休規劃投資安排；面對龐大的退休市場，保險公司應如何因應? 本研究主要的目的在於探討二大問題：一、政府開放投資型保單及推行勞退新制，對保險公司商業模式有何影響? 二、在下列三個條件下，個案公司如何設計一個有效的商業模式? (1) 依據顧客需求提出價值主張。(2) 達到公司、顧客、員工三贏的獲利公式。 (3) 關鍵資源與流程。 本研究於參考文獻中，得到保險公司經營投資型保單對經營績效有正向之影響，利用全球人壽於2009年9月開始進行的RFP (Retirement Financial Planner—財務規劃經理) Pilot，套用Johnson et al.(2008) 的商業模式，提出顧客價值主張(Customer Value Proposition , CVP)、設計利潤公式(Profit Formula)、加入關鍵資源(Key Resources)、調整關鍵流程(Key Processes)，以期能設計出一個有效的商業模式。 本研究的結論如下： 一、面對每年龐大的退休市場商機，保險公司應提出一套新商業模式，透過不同的銷售管道與商品設計，以滿足顧客需求，提高公司獲利。 二、如何設計一個有效的商業模式? (1) 提出顧客價值主張：解決利益衝突、面對人口結構改變，滿足退休規劃需求。 (2) 設計公司、顧客、員工三贏的獲利公式：以存量與流量並存的概念，設計業務員薪資獎酬制度，鼓勵業務員長期經營事業，降低業務員流動率；提供客戶長期投資平台，降低投資成本，同時擁有年金的好處，滿足退休規劃需求；在一定的業績達成率之下，達到公司獲利的目標。 (3) 加入關鍵資源與流程：成立RFP Pilot，藉由試營運階段，投入關鍵資源，調整關鍵流程。In light of the worsening spread loss of the insurance industry, the government amended the insurance act in 2001 and the Unit Linked was born. Insurance companies can transfer the majority of the risks to their customers with this product to achieve positive cash flows by solving the problems of spread loss. Employers are required each month to deposit no less than 6% of the employees’ monthly salaries to the Bureau of Labor Insurance as their superannuation according to New Labor Pension Act effective from July 1st, 2005. However, a survey showed that 76.7% of employees believe that the retirement fund will only account for less than 30% of their retirement income. As a result, between 25% to 45% of the workforce will choose to utilise the traditional insurance products or the Unit Linked as their retirement planning tools. The question is : “How should the insurance companies deal with the vast growing retirement market?” The main objectives of this essay are to discuss two questions. Firstly, How have the business models of the insurance companies been affected since the introduction of the New Labor Pension Act and the Unit Linked. Secondly, how can a given individual insurance company establish an effective business model based on the following three criteria: (1) Create value according to the customer needs; (2) Achieve win-win solution for the customers, the employees and the company itself; and (3) Identify key resources and establish key processes. Research has shown that Unit Linked has a positive effect on the operating profits for insurance companies. Therefore, the author proposes that Customer Value Proposition, Profit Formula, Key Resources and Key Processes, can assist the insurance companies design an effective business model based on the RFP Pilot, which took place at Transglobe Life Insurance Inc. since September in 2009, as well as on the business model by Johnson et al. (2008). The conclusions of this essay are as follows: 1.With the vast potential of the ever increasing retirement market, Insurance companies should establish a new business model which meet the customer needs and increase company profits through various distribution channels and product designs. 2. How to design an effective business model? (1) Identify customer needs: Solve potential conflict of interests, and meet various retirement planning needs as the population structure changes. (2) Design a win-win profit formula for the customers, employees and the companies themselves: Emphasise both AUM(Assets under management ) and Flow when establishing the salary packages for the sales people, encourage them to treat their careers as their own business ventures and take on the long term views, and reduce their turnover rate. Moreover, provide long term investment platform for the customers to reduce investment costs and to capitalise on the benefits of the annuity, to satisfy the needs and requirements of the retirement planning. Lastly, achieve the profit targets of the company by reaching the proposed sales target. (3) Add key resources and key processes: establish RFP Pilot, identify key resources and establish key processes via the trial operations. |
