| Summary: | 碩士 === 國立中央大學 === 企業管理研究所 === 96 === With the popularity of investment idea, new Investment-Oriented products are on the market continuously. Under this situation, Investment-Oriented Insurance product is regarded as one choice in lots of investment tools for the public. The goal of this study is to find out the key product factors that help close a deal with clients. Then, based on these key product factors, suggestions are provided for insurance companies to promote Investment-Oriented Insurance product in efficiency. Content analysis is adopted to find out product factors; then, product factors are classified as cost, risk distribution, law, and investment. Next, the product factors of Investment-Oriented Insurance are analyzed by Analytical Hierarchy Process (AHP). Further, AHP-structured questionnaires are distributed to salesmen of Cathay, Nan Shan, and ING insurance companies, analyzed to obtain weights of each product factor. Key product factors are sort out by ABC Classification method.
At last, suggestions are provided as follows: in the aspect of value-added, shortening deferred period of value-added payment or increase on the ratio of value-added are carried out with the countermeasures concerned；in the aspect of Constnant Proportion Portfolio Insurance,namly CPPI, CPPI should be designed by risk-orientation the client belongs to;in the aspect of life risk,waiver of premium can be added to Investment-Oriented Insurance product；in the aspect of asset allocation, if insurance companies cooperate to make a bargin with fund companies, administrative and selling cost can be reduced and new funds can be audited very soon.
Keywords：Investment-Oriented Insurance product, AHP, Key product factor
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