台灣汽車市場從1990年起便邁入成熟期，年銷售量約40~55萬台，每公里道路的汽車數155.9台，遠高於美、日等國。由於國內經濟成長趨緩、地狹人稠，未來市場擴充性有限，12家汽車製造廠間的競爭激烈可期。而2002年起台灣加入WTO後，國產車業者受到關稅降低、進口地區限制取消等措施的影響，生存空間飽受威脅，但台灣汽車業者的因應之道卻相當有限，因為產品原始設計控制在國外技術合作對象手中，自己可以設計改型的空間及能力有限，在生產和配送上的效率也幾乎發揮到極致，最後的競爭優勢應該在行銷及服務方面。所以近幾年來，部分汽車業者便積極導入顧客關係管理，希望將過去以產品為主的思維模式轉為以顧客服務為主的思維模式，和顧客建立長期且親密的關係，以提高顧客滿意度。 　　本研究針對Mitsubishi、Toyota、Nissan等台灣前三大汽車品牌，瞭解同一品牌之製造商與經銷商如何一起推動顧客關係管理，各汽車品牌業者在推動顧客關係管理之異同點，以及造成此異同點之原因等。根據國內外相關文獻的論述，本研究認為企業所重視的顧客生命週期階段、整個服務傳送系統內所有成員的權力關係，以及組織特有的資源條件，均可能影響該企業或整個服務傳送系統之顧客關係管理的規劃內容，因此透過對國內三大汽車品牌業者的觀察與訪談，歸納出下列發現： 　　一、台灣汽車業者已處於企業穩定發展階段或是產品成熟期的市場，使得顧客關係管理偏重在維繫及強化既有的顧客關係，一般是在核心產品之外，提供可以促進交易便利的顧客服務及降低顧客成本的產品組合。 　　二、由於顧客資料記錄不完整且維護不易，難以透過統計分析找出隱藏在龐大顧客資料背後的知識，使得台灣汽車業者較少投入在維持有價值的顧客或是重新找回曾離開過的顧客，也就是說較少導入行銷方面的顧客關係管理功能。 　　三、顧客關係管理的投資報酬率並非短期立現，但為了儘速看到成果，以強化主事者的推動決心，台灣汽車業者多半從與顧客互動程度較高、較容易看到改善成效的銷售及顧客服務方面的顧客關係管理項目著手。 　　四、汽車業者擁有較長的利益持續期間及服務傳送持續期間，使得單純的價格誘因，或是財務結合差異化服務的社交方式都不易具有維繫長期顧客關係的效果，因此台灣汽車業者會傾向運用財務、社交與結構結合的方式，也就是將資訊技術與整個服務傳送過程結合起來，建立使用習慣而提高顧客忠誠度。 　　五、台灣汽車業者在推動顧客關係管理時，往往涉及整個體系的組織、作業流程、資訊系統的變革，因此由該體系內權力基礎較豐厚的製造商或代理商負責整體規劃與導入，不過該體系製造商或代理商所擁有的相對權力優勢，則會影響整體顧客關係管理計畫的順利導入與否。 　　六、各汽車業者賴以成功的策略重點（e.g.生產或行銷）、財務能力、流程整合等資源條件，也會影響顧客關係管理的整體規劃方向及計畫的順利導入與否。 / Taiwan's auto industry has come to maturity from 1990. Limited by the lower economic growth rate and the heavier vehicle density, 12 automakers are in fierce competition with others for market share. In addition, Taiwan's auto industry is confronted with competition force by global autos since Taiwan being the membership of WTO in Jan, 2002. Considering the limited capability in design and the limited improvement in production and distribution, Taiwan's automakers realize that marketing and servicing are the keys to survive and success in the long run. Nowadays, some of the Taiwan's automakers and dealers are engaged in adopting CRM system to improve the customer satisfaction. 　　This research is empirical analysis of the Top3 auto brands in Taiwan. It aims at the study of how automakers and dealers under the same brand cooperating with others in adopting CRM, and what and why the differences the three auto brands having in adopting CRM. After reviewing some literatures, this research divides factors affecting the CRM adopting into customer life cycle stages which firms emphasize, the interfirm power in channel relationships, and firms' specific resources. 　　The findings in this empirical analysis are as follows： 　　1.Facing the stable and maturity stage for the auto industry, Taiwan's automakers and dealers focus on the sustenance and enforcement of customer relationships in adopting CRM system. They prefer to deliver the product mix with convenient customer services or lower searching cost not included in the core product. 　　2.Because of some unavoidable faults in customer records, automakers and dealers can't easily find specific information from data warehouse. It makes Taiwan's automakers and dealers less focus on the maintenance of valuable customers or winning back customers who have defected or are planning to. Maybe we can say that Taiwan's automakers and dealers less focus on the marketing in adopting CRM system. 　　3.It takes long time to show the benefit of adopting CRM system, so Taiwan's automakers and dealers prefer to setup sales and services supporting functions in adopting CRM system that heavily interact with customers and can easily show the improvement on customer relationships. 　　4.Auto industry offers the products and services with long duration of benefits and long duration of service delivery, automakers and dealers would like to bundle the functions of finance, society and structure. They link IT and service deliver processes to build customer-using model, and finally increase the customer loyalty. 　　5.The channel members with power advantage will take charge of the planning in adopting CRM system. In Taiwan's auto industry, makers or agents own the power advantages. In addition, the relative power advantages that makers or agents own influence the schedule of auto brand in adopting CRM. 　　6.Success strategy for some time past, financial ability, intergrated process, etc., also influence the schedule of auto brand in adopting CRM.

University of Macau / Faculty of Social Sciences and Humanities / Department of Government and Public Administration

九十四年我國財產保險業之簽單總保費收入為新台幣1,185.02億元，其中汽車保險之簽單保險費收入為新台幣588.62億元，占我國財產保險業簽單總保費收入的49.67%，故汽車保險之簽單保險費收入於九十四年居財產保險市場各險種之冠。同時汽車保險業務量占全體產險業務量的比重，一直維持在45%-50%之間，由於汽車險業務量之消長連帶影響各產物保險公司的現金流量及公司在市場的排名，故汽車保險業務的經營深受各產險公司老闆的重視。 我國汽車保險業務的來源可分直接通路及間接通路兩種，間接通路來源的業務量占全部汽車險業務量的40%，其中汽車經銷商保險代理人(簡稱車商保代)及經紀人的業務來源就占有30%。 台灣汽車險市場各保險公司的市場占有率，經過產險同業大家多年的努力經營，已大致固定。由於車商保代及經紀人的業務大都屬新車業務，故其業務量占汽車險市場新車業務量的比重甚大，因此遂為每家保險公司業務經營極力爭取的對象。再者必須注意的是汽車險商品因受到過往規章費率的影響，同質性很高，在無法明顯區隔市場的情形下，保險公司如欲增加業務量，最迅速有效的方式就是提高佣金及配合車商保代的要求，搭配一定比率的回廠維修率。此種「蠟燭兩頭燒」的業務經營，在社會經濟景氣時，保險公司尚可依靠投資收益來挹注增加的成本，但景氣不好時，保險公司的負擔將會超過其所能承受的部份，導致經營產生虧損或發生危機。此由寶來證券集團在中央產物的經營汽車險業務，因經營結果與其預期不一致時，最後轉手美商AIG集團，即是最佳寫照。 本篇論文主要係在探討競爭市場下汽車險業務經營管理策略，並以寶來證券集團在中央產物經營汽車險業務的結果為個案研究。首先介紹台灣汽車險市場的現況，接著並就費率自由化的實施，探討其對台灣汽車險市場的影響，同時也針對汽車險市場經營的瓶頸加以瞭解及提出解決之道，筆者也藉此提供個人的些微建議，希望能對政府擬訂監理政策及產險同業透過汽車險業務經營策略的再思考，藉由創新商品的開發及行銷通路的多元化等多方的努力，以對開創台灣汽車險業務經營的藍海策略有所助益，是本篇論文提出的最主要目的。 / In 2005, the written premium of automobile insurance was NT$ 58.87 billion, occupied 49.67% and the majority part of the written premium of non-life insurance in Taiwan（the written premium of non-life insurance was NT$ 118.5 billion in 2005）. In the meantime, the business portfolio of automobile insurance to non-life insurance remain at 45%-50% steadily. Because the growth and decrease of business portfolio of automobile insurance will significantly influent the ranking and the cash flow of non-life insurance companies, the owners of non-life insurance companies pay highly attention on the operation of automobile insurance. In Taiwan, the source of automobile insurance can be divided into two parts: direct market approach and indirect market approach. Indirect market approach contributed 40% business income, and the automobile insurance agents contributed 30% premium income. The market share of non-life insurance business is approximately fixed. Due to the business scope of automobile insurance agents and brokers are selling the new cars, the non-life insurance companies give ultimate efforts to attract them. Moreover, we must pay attention on the fact that the automobile insurance commodities is homogeneous, the reason is affected by the tariff of regulator, therefore, under the premise that the market can’t be obviously divided, if the insurance companies still intend to raise its’business portfolio, the most rapid and efficient way is to lift up commission to match the commission requirement of automobile insurance agents, and to collocate with certain ratio of damaged car requiring and/or regular maintence. This kind of operation mode makes insurance company can cover the cost by its investing profit while economic boom, but will overload while economic depression, then causing operating crisis. The most conspicuous case is that the Polaris Securities Group sold Central Insurance Company（CIC）to AIG Group while Polaris Securities Group found the operating results of automobile insurance business in CIC was inconsistent with its anticipation. This thesis mainly discusses the operating and management strategy of automobile insurance in a competitive market, and give an example by Polaris Securities Group’s running automobile insurance business in CIC for case study. The thesis first introduces the current condition of Taiwan automobile insurance market, then probe into the influence of rate liberalization to the said market. Simultaneously, to understand the predicament of automobile insurance market and bring up the possible solution. The author provides some suggestions for government agency to draw up supervisory policy and for non-life insurance companies to set up operating strategy. By the way of innovating insurance commodities and diversifying marketing routes, the author hopes that it will helpful to jointly inaugurate the“Blue Ocean Strategy”of the operation of Taiwan automobile insurance. It’s the main goal of this thesis.

保險代位之本質，可說是整個保險代位體系之核心所在。本文乃以保險代位之本質—亦即求償模式為重心，對於保險代位之相關問題，依序加以討論。本文首先自保險代位存在之法理、以及學說上對其之批評加以分析、並提出回應。在保險代位之求償模式方面，我國傳統以來循大陸法系之傳統，採取法定債權移轉理論，而與英美法有所不同；英美法之架構近年來漸受學說之重視，甚至對其有所爭議，故實有釐清之必要。本文乃對英美保險代位之本質、架構加以探索，並對其與擬制信託之融合詳加分析，以求釐清其法律關係。除了英美以外，本文亦對其他主要國家之立法例詳加分析，並歸納為大陸法系與英美法系兩大系統。而中國大陸與台灣均屬於繼受法之地位，關於保險代位求償模式、名義等，亦可見受不同立法例所影響之軌跡；其許多條款與學說見解亦有疑義，值得我國引以為戒。於分析英美法與各國立法例，並審酌我國之背景後，本文乃嘗試對我國提出「保險代位求償模式相對論」—即原則上仍採取法定債權移轉理論，但在保險人與被保險人有特定具體之特約時，則可約定採取英美法之模式、或是自行約定其他求償模式。 另外，關於不足額保險、而應負責之第三人資力不足時，保險人與被保險人之間受償順序之問題，本文將由傳統的法釋義學方法出發，藉由對立法例、實務與學說見解的分析，以重新思考相關的法理基礎。本文也將使用法律經濟分析的方法，以經濟模型重新考量代位求償過程中可能的因素，重新驗證被保險人優先受償模式對於被保險人的效用。就結論而言，在損失填補原則的架構下，被保險人優先受償模式仍應為最適的解決方案。但此原則應有以法規或嚴格意定予以排除、修正之空間。在判斷順序上，可依三階段判斷：先檢視法規有無特別規定，再檢視當事人間是否有特別約定，若均無再適用被保險人優先受償模式以分配之。 對於特別保險—如全民健康保險法、勞工保險條例、強制汽車責任保險法等中之代位體系，本文亦加以分析，並同樣認為於適當之類型中，本文之保險代位模式求償相對論亦應可加以適用。在再保險與保險代位之適用問題上，本文肯認保險人對第三人之求償無庸扣除再保險之給付。而對於再保險是否、如何適用於保險代位，本文則認為可以三階段判斷之：首先，就再保險之類型為判斷；再判斷原保險人是否欲向第三人求償；如再保險之類型適合、又原保險人不欲向第三人求償時，則應允許再保險人向第三求償。最後，總結全文提出結論；並分三階段對於我國法提出相關建議，以供未來進一步之參酌。 / The nature of subrogation can be regarded as the core of the subrogation system. This research put stress on the nature of subrogation which was the subrogation. Regarding the related problems of subrogation, they will be discussed orderly. The article firstly starts to analyze from the existence of subrogation and the criticism for the theory to provide the responses. In the aspect of the way how subrogation operates, our country traditionally follows the Continental Law System to adopt the “legal assignment theory” which is different the Anglo-American Law System. The structure of Anglo-American Law System is stressed by the theory and is very controversial. Consequently, it is necessary to figure out the truth. This research is aimed at exploring the nature and structure of common law subrogation theory and analyzes other integration of the constructive trust to figure out the law relationship. Except for Anglo-American countries, this research also analyzes the lawmaking of other countries and induces the two main systems which are Continental Law System and Anglo-American Law System. Mainland China and Taiwan belong to the status of Succession Law. Regarding the subrogation and nominal, it can be seen that the orbit is affected by different ways of lawmaking. Understandings of many clauses and theories are still uncertain. Our country should learn a lesson from it. With analyzing the ways of lawmaking of common law and each country, and considering the background of our country, the research attempts to address the “relativity theory of insurance subrogation” to our country. In principle, it still adopts legal assignment theory. However, when the insurer and insured have specific agreement, they can negotiate to adopt the Anglo-American model or make other subrogation model by themselves. Other problems can arise with regard to payment priority between the insurer and the insured, particularly in cases of underinsurance and when the responsible third party has insufficient funds to make up the difference. The present study takes the traditional rechtsdogmatik approach as its starting point, analyzing legislative precedents, practical aspects and academic theories to re-examine the underlying legal principles. The paper also makes use of economic analysis of law techniques, employing economic models to reconsider the factors that may be involved in the subrogation process, and re-examining the efficacy of the insured-whole doctrine from the point of view of the insured. The main conclusions reached are that, within the framework created by the principle of indemnity, the insured-whole doctrine is still the optimal solution; however, there may be situations in which the insured-whole doctrine must be rejected or modified in light of legal or regulatory requirements or strict interpretation. Determination can be made in three stages. Firstly, the relevant laws and regulations should be examined to determine whether any special provisions apply. Then, an examination should be made to determine whether any special agreements exist between the parties concerned. If no special legal or regulatory provisions apply and no special agreements exist, then the insured-whole doctrine can be applied. For the subrogation systems in special insurances—for examples, the National Health Insurance, Labor Insurance, and Compulsory Automobile Liability Insurance, the research also analyzes them and considers that in the proper type, the relativity theory of insurance subrogation can be adopted. About the problems about reinsurance and subrogation, this research admits that insurer asks for subrogation for the third party not need to deduct from settlement of reinsurance. For reinsurer and how to apply to the subrogation, the research considers that it can be judged from three stages. If the type of reinsurance is suitable and the original insurer does not want to claim against the third party, it should be allowed that the reinsurer can claim against the third party directly. Finally, the research makes the conclusion and provides related suggestions to the law of our country to be viewed as the future reference.