消費者對產物保險之需求及行銷策略──以天災保險為例

Natural Disaster Insurance in Taiwan

臺灣在地理上是個天災頻繁的海島，地震、颱風、豪雨、土石流每年接踵而來，不僅破壞了美麗的家園甚至演變成人財俱損的悲劇。而在這環境下，政府機關預計將擬定相關的政策性保險，期望將天災帶來的損失降至最低。民眾投保需求雖日益漸增，但產險業者態度不明，且民眾對其接受度仍然有限，在推動上面形成一大阻礙。因此，本研究從兩方面進行調查，分別為：產險業者深度訪談、民眾調查問卷。再根據深度訪談AHP分析及調查問卷的因素、集群分析結果，得知產險業者認為「理賠損失」為推動最大的阻礙，民眾則認為目前的「政策」並沒有完善。因此針對研究分析結果整合，本專題遂以4P理論對業者提出4項行銷策略上的建議，分別為：（1）多利用大眾媒體以利提升民眾在天災險上的認知程度，可降低成本及提升投保意願。（2）藉公關行銷提升企業形象，讓消費者放心且減輕理賠損失過高的壓力。（3）依照民眾需求設計更多相關的商業性保險，以彌補民眾對於政府政策推行上的不滿。（4）對於所忽略的潛在危險地區重新調整費率上限，以避免重大損失的可能性。

Taiwan is an island with frequent natural disasters, including earthquake, typhoon, and torrential rains every year. Such disaster not only destroyed our property but also loss lives. In such an environment, Taiwan government expects to formulate the insurance to help people minimizing losses caused by natural disasters. Although the increase in need to natural disaster gradually, but the attitudes of insurance industry and people to natural disasters are still unknown. Therefore, our team was carried out from two ways: in-depth interviews to insurance companies, and the questionnaires to consumers. According to analytical results of two surveys, this study found the following marketing strategies: (1) Promoting natural disaster insurance through mass media, consumers can increase the awareness to the benefits. (2) Increasing public relations to enhance the image of insurance companies, consumers will feel confidence and release the psychological pressure in the payment when the disaster occurred. (3) Designing insurance package based on consumer needs, consumers will have positive feeling on insurance policies. (4) Setting up the upper bound of fares for risky areas that natural disasters might occurred, consumers will reduce their loss.