我國自91年4月1日推動「產險市場費率自由化時程計畫」且分三階段實施， 在第一階段允許產險公司「附加費用」自由化，產險公司若簡化行政流程、降低人事成本，就能調降附加費用率。第二階段費率自由化，產險公司除了「附加費用」自由化外，更允許「危險保費」有限度的偏離；也就是說「危險保費」是有條件自由化。自98年4月1日起正式實施第三階段，也就是意味著各產險公司均應在第一階段及第二階段之緩衝時期做好萬全之調適與配套措施，產險業進入全面競爭之時代。 費率自由化第三階段正式的實施，其相關的監理配套措施及內容，遷動著未來汽車保險市場之發展，而汽車保險業務一直都是產險市場的最大宗業務。但在核保、理賠及行銷等方面處處受到車商保代通路的限制、影響，若能進一步在車險通路行銷制度問題上加以改善，對我國未來汽車保險市場將有很大的發展空間。 本篇論文主要目的係探討我國費率自由化相關議題。透過98年4月1日費率自由化第三階段的正式實施，我國產險市場邁入全面自由化階段，除了對費率自由化第三階段的相關監理配套措施內容作深入瞭解外，並針對費率自由化第一、二階段實施過程中所產生的諸多相關議題作深入研究，且借鏡鄰國日本產險費率自由化之經驗作為參考，並搭配我國汽車保險市場的實際現況，提出費率自由化第三階段實施對未來汽車保險市場的預期影響，並藉由個案公司的研究分析，提出個案公司未來車險通路最適行銷策略，以期盼產險業在面臨全面費率自由化之際，提出個人的幾點因應淺見，能提供給產險業者作為參考，並亟盼未來我國汽車保險市場運作能更佳健全蓬勃發展。 / Taiwan’s Non-life Rate Deregulation Plan has put into practice since April 1, 2002 with three phases. The first phase is to liberalize the restrictions of the loading expense. The non-life insurers can flexibly reduce the loading expenses by way of a more simplified administration process and lower personnel costs. The second phase further allows for a limited deviation rate applicable for the risk premium, namely, a conditioned deregulation for the risk premium. The third and last phase begun from Apr. 1, 2009 is to entirely liberalize all relevant expenses and premium rates. It also means that all non-life insurers should have worked out a set of comprehensive measures in preparation for a completely competitive market. The future development of motor insurance, which ranks largest among all lines of business, is subject to the corresponding supervisory measures to be taken at the third stage. However, the agents of motor companies regularly dominate the non-life insurers’ operations in the aspects of underwriting, claim and market strategy. Hence, if the existing problems related to the marketing channels encountered by the non-life insurers can be resolved, a more prosper development for motor insurance market is anticipated. The thesis mainly studies the relevant topics in relation to the rate deregulation in Taiwan. In line with the rate deregulation implemented in the third stage, the thesis not only has an in-depth study of the corresponding supervisory measures, but also discusses many related subject matters arising from the implementation process between the first and second phases. Meanwhile, the expected effects resulting from the third phase has been submitted based on Japanese same experiences in the past and domestic motor insurance market. Furthermore, by means of a specific case study, the thesis also proposes some optimal marketing strategies, which might be helpful to insurers as well as to develop a sound and stable motor insurance market in the future.