| Summary: | 碩士 === 義守大學 === 財務金融學系碩士班 === 96 === The investment-linked insurance product has already become selling main force of the market of life insurance in recent years, but compatriot utilize insurance, donate often and external income, cause the domestic tax revenue in short, and the account value to the investment-linked product, there was not a special norm in the past, caused some goods, the premium of essence was very low, but the ratio between investments was very high, have not accorded with insurance spirit yet. In view of this, Financil Supervisory Commission，Executive Yuan to stipulate '' The investment-linked product death of life insurance is paid to the minimum rate norm of the account value of the insurance policy'', and came into force since October 1, the 96th year of the Republic of China, in order to encourage the design of the traditional insurance policy.
This research reviews the marketing tactics literature about the insurance at first, and analyze to the attribute of the investment-linked product, and then gather relevant opinions via the deep interview of educational circles and industry personnel, and then design the questionnaire, and choose the tap of domestic insurance, sell supreme Cathaylife Company and customer and carry on the investigation in making the investment type achievement amount of insurance policy, in order to understand until minimum rate make, announce, it choose why it will be factor of testing etc. of insurance policy of making the investment etc., draft finally that is on sale throughout the tactics relevantly, in order to be regarded as the reference foundation in management of Cathaylife Company.
The result of study is with proposing as follows:
First, consumer are during the process of choosing to buy the investment type insurance, by attitude, professional ability and the completion of service mechanism of insurance company, as mainly considering the basis of business personnel of business personnel mainly, in addition need to strengthen the business colleague to managing money matters and training of financial knowledge, could manage money matters the commissioner compete with same trade and bank at market.
Second, prone to guarding more through the propensity to investment of the customer of the goods financing of the insurance, generally when being thought the making the investment type guaranteed interest rate design of insurance policy, it will be relatively tall that it is accepted degree, so the insurance company can introduce to customer''s demand and have investment type insurance goods which guarantees the interest rate characteristic, on one hand can meet customer''s demand, improve company''s goods sales achievement, can reduce trade production of dispute on the other hand, with sound insurance development of market of making the investment etc..
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