| Summary: | 碩士 === 國立政治大學 === 經營管理碩士學程(EMBA) === 97 === People have certain demand to the domestic and the overseas travel insurance, also 60% of the travel insurance policy are sold through agency channels, and from the profit aspect, this business bring significant contribution to the insurance company is a notorious fact, then this is to cause the motivation of this research.
Recall the historical literatures, nearly many literatures are related with the purchase intention or behavior of customers for the travel insurance as the discussion subject, however, there is lack of the theses from the point of view of the insurer or the salesperson angle to enhance the sales achievements or how to run effectively business, and also this is to cause the motivation of this research.
Therefore this research goal is to discuss the selling intention and performance of life insurance salesperson for travel insurance, through the methods of the depth interview and the questionnaire survey, finally further proposed the marketing comprehensive suggestions for the life insurance company to run this travel insurance business. The results of this research questionnaires and study are presented as following:
I.The aspect of the travel insurance business ：When the customer has domestic or overseas travel, only then has demand of the insurance or has the insurance motive；it’s not the salesperson may lead or the forcedly stimulate the customer demand .Therefore approaches “the customer leadership”, but not “the salesperson leads” business .
II.The aspect of the insurance channel：1. “The insuring through the salesperson of insurance company” is the main insurance channel. 2. Through insurance salesperson or the telemarketing is for present or the future main insurance way.
III.The aspect of the salesperson selling intention：1.“The customer initiative insurance” is the principal factor of the selling the travel insurance for the salesperson. 2. When the salesperson sells on own initiative, “own benefit guidance” is as the main consideration, concerning the commission and the sales proportion. 3. “Product diversification” and “commission” is principal factor to encourage the salesperson selling the travel insurance.
IV.The aspect of the product：1.If the customer non-budget consideration, the protection must be complete and does not have the gap, including the life insurance and property insurance product. 2.If the customer has the insurance premium to budget under the limit, the travel insurance should contain at least the accidental medical policy and the overseas suddenly disease medical policy.
V.The aspect of the customer psychology：“To obtain the travel insurance as a free gift using the credit card” is principal factor to not be willing to purchase the travel insurance for the customer.
VI.The aspect of the promotion strategy：1.The promotion for customer is more effective than for salesperson. 2.Especially to customer promotion, “To obtain the traveling inconvenient coverage as a free gift buying the travel insurance” is the most main and effective promotion.
Key words: Travel Accident Insurance, Life Insurance Company, Selling Intention, Selling Performance
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