| Summary: | 碩士 === 逢甲大學 === 風險管理與保險研究所 === 97 === As rapid as the financial market develops, insurance agents’ fluctuates who’s positions fluctuate due to the financial goods grow up variably. Because of this reason, life insurance agents are allowed to participate in wealth management field by selling investment-linked insurance. A majority of insurance agents are positioning as wealth management consultants nowadays. However, instead of stressing the original function of investment-linked insurance, they only put emphasis on investment return to customers constantly.
With the financial crisis in 2008, customers have more and more complaints on low return, and therefore the insurance agents are now in a difficult situation with positioning as wealth management consultants.
This study uses SWOT analysis to analyze the strengths, weaknesses, opportunities and threats between positioning those insurance agents as wealth management consultants and positioning themselves as risk management consultants first. Then we interview the agents at M insurance company and the public for depth interview.
This study finds out that insurance agents who are positioning as wealth management consultant in present stage could consider to be repositioning as risk management consultants, and it is helpful and beneficial for their businesses development in the future.
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