汽车保险续保之研究-概要.doc

PAGE PAGE 1 汽車保險續保之研究－ 以汽車第三人責任保險為例 A Study on the Automobile Insurance Renewal- Using Automobile Third Party Liability Insurance as an Example 丁宗榮*丁宗榮係為國立高雄第一科技大學風險管理與保險系所在職碩士專班碩士**賴麗華係為國立高雄第一科技大學風險管理與保險系副教授 *丁宗榮係為國立高雄第一科技大學風險管理與保險系所在職碩士專班碩士 **賴麗華係為國立高雄第一科技大學風險管理與保險系副教授 Tsung-Jung Ting Li-Hua Lai Department of Risk Management and Insurance National Kaohsiung First University of Science and Technology 台灣地區的汽車市場為單一商品市場，在產品極無差異化的情形下，使得產險業者的競爭模式呈現惡性的價格競爭，由過去的發展可看出汽車保險的業務缺乏整體的規劃，已流於投機性的經營策略，就保險經營一向所要求的穩健性之原則而言顯有不符之處。本文就是欲以任意汽車第三人責任保險為例，採用Logistic迴歸法，進行實證，本文結果發現婚姻狀況、承保區域、繳費方式、送拖吊卡將影響車險續保，現提出車險行銷策略因應之道，以作為產險公司擬定汽車保險行銷策略之參考。 關鍵詞：續保、汽車第三人責任險、Logistic迴歸 ABSTRACT As the automobile insurance in Taiwan is a mode of single-product market and there are no significant differences among the insurance products, so the competition of property insurance companies reveals an unsound price contest. According to the past development, it indicates that automobile insurance business, lack of integrated planning, is filled with speculative operation schemes. Apparently, it is not in accordance with the stable and sound principle the insurance industry cares most. This paper intends to take automobile third party liability insurance as an example. It is anticipated to find the relatively effect factors from current customer groups by adopting Logistic regression. The empirical findings of this research indicate that factors, such as marriage status, insurance-accepting area, way of payment, premium of towing-service card, have an impact on the renewal. It also provides adaptive measures of automobile insurance marketing strategies for reference of the property insurance companies while making strategies of their own. KEYWORDS: Renewal, Automobile Third Party Liability Insurance, Logistic Regression. 壹、緒論 　　汽車保險為產物保險最重要之險種，無論就承保與理賠金額，都佔產物保險業最大比率，然而環顧國內產險現在面臨同業間激烈的業務競爭，及未來可能面臨加入WTO後國外產物保險業者強大競爭壓力，隨著保險自由化，政府解除管制，盡量減少干預、鬆綁法令、開放市場，使市場機能充份發揮，其結果對於保險公司或保險消費者均各有利弊，對於保險公司