| Abstract: | 由於生活水準與醫療技術的不斷提昇，使得國人的平均餘命不斷地延長，導致老年人口不斷地增加。而人口老化的現象也衍生出許多老年生活問題，首先將面對的即是老年基本經濟生活之需求。為免因退休後危及到老年經濟安全，此時便可透過購買商業個人年金保險來確保自己所需的保障，加上近年來國人對於退休理財規劃逐漸重視，也因此帶動起退休市場的大量潛在商機。本研究之目的，乃藉由生活型態變數將消費者區隔為「保守安份型」、「經濟方便型」及「新潮活躍型」三個集群，分析各區隔在商業保險投保情況、購買商業個人年金保險評估準則、資訊來源及商業個人年金保險概括性問題上之差異，提供壽險公司擬定行銷策略之參考。研究結果發現：一、各集群在目前擁有的險種中醫療險、意外險及年金保險有顯著差異。二、各集群最重視的購買評估準則皆為「保險公司的售後服務機制及申訴管道的服務效率」。其次為「業務員的專業能力」、「保險公司的財務狀況」等。三、各集群的主要資訊來源為「保險業務員」、「報章雜誌」及「新聞媒體」。四、對於商業個人年金的接受程度，以「新潮活躍型」最能接受，「保守安份型」最不能接受，四類年金保險中，各集群對「遞延年金」的接受程度最大，也因此未來最有意願購買，理由以可作為未來的退休養老基金、兼作儲蓄與保障功能；整體而言，未來對年金商品最有意願購買的，以「新潮活躍型」的比例最高，其次為「經濟方便型」;未來無意願購買的理由皆因為對年金商品的不瞭解及經濟能力的不足。
Because level of living medical treatment technique promote continuously, making the life expectancy of the people unceasingly to lengthen , causing the old-age population increase constantly. But the aging of population phenomenon also grows many old ages lives question, first will be demand of the old age basic economic life. After in order to exempt because retires endangers to the old-age economic security, at this time then can through purchase business individual annuity insurance guarantees oneself needs, in addition the people managed finances regarding the retirement the plan gradually to take in recent years, therefore start to arouse retired market he massive latent opportunities.Goal of the this research, is the separates by the life style variable the consumer area is “conservative and safe”, “economic and convenient” and “fashionable and active”, analyzing each compartment in the business insurance insure a condition and purchase business individual annuity insurance valuation standard, information source and business Individual Annuity Insurance the difference on the problem, provide the reference of the marketing strategies to the life insurance company.after our research：一、Each groups which present to own medical insurance, accident insurance and the annuity insurance exist significant difference.二、Each groups is the best criterion of purchasing evaluation is “Insurance company''s claims management and the service efficiency “, ” the professional ability of insurance sales”, “the financial standing of insurance company”...etc.三、Each groups main information source for “insurance sales”, ”report and magazine”, “news and media”.四、Accept degree to business individual annuity insurance, “fashionable and active” is the most of accept , “conservative and safe” most can’t accept, in four types of annuity insurances, each groups is the most of accept “deferred annuity”, therefore the most in the mood for wish purchase in the future, the reason is can retires to enjoy life , make to save and guarantee ; Will purchase to annuity merchandise the most in the mood for wish in the future, “fashionable and active” is the most high, next for “economic and convenient” ; The future has no intention of the reason which wishes to purchase because for don''t understand the annuity merchandise and the shortage of economic ability. |
