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本研究只在探討壽險行銷人員之人格特質，以提供壽險公司在招募銷人員時，一個遵循的工具。本研究探求下列三各問題： 1.壽險行銷人員的人格特質與其銷售績效有無顯著差異？ 2.壽險行銷人員的人格特質與其人口統計變數有無顯著差異？ 3.壽險行銷人員的人口統計變數與其銷售績效有無顯著差異？本研究以判斷抽樣法，收集475個有效樣本，經相關分析，變異數分析及卡方檢定進行研究後，得到以下結論。 1.男性、已婚、26-35歲、大專、一年以上年資及以前有推銷經驗者，一般而言，有較高的銷售績效。 2.整體而言，聰慧富才識、情緒穩定、有恆負責、冒險敢為、信賴隨和及心平氣和者，有較高的銷售績效。 3.現行壽險市場，行銷人員多具有樂群外向、敏感、信賴隨和之人格特質，且擁有女性、已婚、26-40 歲、高中、2年以上年資及無推銷經驗的人口統計變數，銷售績效大致是2-6萬月收入，達成率 80%以下及繼續率90%以上。

人力資源的優劣為決定企業經營績效的成敗關鍵，而人壽保險業的業務人員更為其最重要的生產力，因此加強業務人員的教育訓練則是壽險業的重要課題之一，實關係著人壽保險業之企業形象及其業務上的銷售績效。 研究內容包含下列各點： 一、探討業務人員在受過教育訓練後，保險專業知識、工作態度、行銷技巧及工作習慣上的成果認同度以統計分析方法歸納出與銷售績效構面之間的關係。 二、分析壽險業務人員各人口統計變數與銷售績效之差異化。 三、探討壽險業務人員各人口統計變數與教育訓練成效中，保險專業知識、工作態度、行銷技巧及工作習慣有何差異性。 四、統計出業務人員最想參加的教育訓練課程、受訓方式、上課時數與時段，如此可了解業務人員最欠缺的訓練，進而落實教育訓練的實施與檢討評估。 本研究主要探討壽險業務人員教育訓練與銷售績效之相關性；對於不同背景業務同仁提供更符合業務人員需要的訓練課程，進一步了解業務人員最需要接受的是何種課程與訓練方式，也依各種狀況及需要規劃不同的上課時段，提供更適當的訓練課程，進而提高業務人員生產力及定著率。並歸納出教育訓練、銷售績效、人口統計變項之相關性分析，希望可以有效協助業務人員及業務主管，在增員選才上選擇適合人才，以減少人員流失及增員輔導成本。以某人壽保險公司外勤業務人員為研究樣本，共發出850份問卷，回收686 份，有效問卷608 份。研究方法包括了基本統計分析之次數分配及均質分析、差異性分析之單因子變異數分析、獨立樣本T 檢定、卡方檢定、Pearson 積差相關分析來了解業務人員教育訓練成效、業務人員績效與人口統計變項等三者之間的關聯性。 本研究發現：一、業務人員職級與知識、技巧、態度與習慣皆有差異性，年齡及每天工作時間長短與知識、技巧及態度有顯著差異性。二、是否從事過其他工作與知識及習慣有顯著差異性。三、職級、年資與近三個月業績及去年年所得有顯著差異。四、業務人員最想參加的教育訓練課程是：財稅、投資等專業知識、銷售技巧、話術、人際溝通以及消費者心理學；訓練方式以：個案研討、實例解說，反覆模擬銷售技巧role play 話術，角色扮演與問與答Q&A雙向溝通－互動式座談討論為主。

國人對國內與國外旅行平安險有一定之需求，且約有六成係透過保險公司業務員購買，且此旅行平安險業務對保險公司為有價值之業務，遂引發本文之研究動機。加上由相關文獻探討可知，近年來有許多文獻係以消費者購買旅行平安險之購買意願或購買行為為探討主題，但尚無以保險業務人員角度探討對旅行平安險之銷售意願或如何提高銷售績效之研究，且亦無以保險業者角度探討如何經營旅行平安險業務，故更加引發本研究動機。所以此次研究目的為探討壽險業務人員對旅行平安險的銷售意願及銷售績效，並透過深度訪談及問卷調查方式深入研究，最後進一步提出可供壽險公司經營旅行平安險之各項行銷綜合性建議，本研究問卷調查結果顯示如下： 一、旅行平安險之業務屬性方面：此險為客戶有國內、外旅遊活動，才有投保之需求或產生投保的動機，非業務人員可主導或強力刺激客戶需求的業務。故較徧向「客戶主導」，但非「業務人員主導」的業務屬性。 二、投保通路方面：1.「保險公司業務人員」為主要投保通路。2. 透過「業務人員投保」或「電話投保」為現行或未來主要投保方式。 三、業務人員之銷售意願方面：1.「客戶主動投保」為業務人員銷售旅平險之主因。2.業務人員主動銷售時，則以「自身利益導向」即佣金及計績比例高低為主要考量。3.「商品多樣化」及「佣金」為鼓勵業務人員更主動銷售旅平險之主因。 四、商品內容方面：1.若客戶無預算考量，需保障最完整無缺口，包含產壽險旅平險。2.若客戶有保費預算限制下，旅平險至少應包含意外醫療險及海外突發疾病醫療險。 五、消費者心理方面：「已有刷卡附贈之旅平險」為客戶不願意購買旅平險之主因。 六、促銷策略方面：1.對客戶之促銷活動相較對業務人員本身之促銷來得較有效。2.尤其對客戶促銷活動中，以「客戶投保旅平險贈送產險旅遊不便險」為最主要有效之旅平險促銷活動。 關鍵詞：旅行平安險、壽險公司、銷售意願、銷售績效 / 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

本研究透過個案研究，運用資料包絡分析法(DEA)的評估方式，分析製藥業在不同生命週期及通路上資源分配之行銷策略與銷售績效之關聯性。研究結果發現： 一、不同生命週期「成長期」、「成熟期」及「衰退期」產品，其整體銷售技術效率、純銷售技術效率與銷售規模效率之差異，均達統計上之顯著水準。「成長期」產品效率值最差、「成熟期」產品效率值次之、「衰退期」產品效率值最佳。 二、不同生命週期產品在主要銷售通路醫學中心、醫院、診所與藥房的銷售比重不同。「成長期」與「成熟期」產品的主要銷售通路均在醫學中心，而「衰退期」產品的主要銷售通路在藥房。其銷售績效差異在醫學中心與藥房通路，衰退期產品與成熟期、或成長期產品比較，均達到統計上之顯著差異水準，但在醫院與診所通路的銷售績效，三類產品族群的差異就不明顯。 三、個案藥廠對其主要銷售的藥品，雖然都有非常明確的個別產品銷售策略與目標，但差額變數分析結果顯示，仍有部份產品在資源分配及運用上，可以加以改善以提高銷售績效。 / This research is conducted using Data Envelope Analysis (DEA) assessment method to analyze the particular pharmaceutical company on the association between marketing strategy and sales performance with different life-cycle products and sales channels. The results are as follows: 1.Sales performance appears significant differences among different life-cycle products with respect to the overall technical efficiency、pure technical efficiency and scale efficiency. The results revealed that products in「Growth Stage」had the worst efficiency performances, 「Maturity Stage」products placed the second, and「Decline Stage」products were the best. 2.Sales weight differs from different life-cycle products in the major sales channels of medical centers, hospitals, general practitioners and drug stores. The main sales channel of「Growth Stage」and「Maturity Stage」products are in medical centers；while「Decline Stage」products are in drug stores. Statistics showed that the sales performance differed substantially when the three different life-cycle products were distributed to sell in medical centers and drug stores; however, the results were not as evident in hospitals and general practitioners channels. 3.Although the case pharmaceutical company has very clear sales strategies and goals for its individual products, the analytical results showed some changes could be made to improve sales performance.