Each czech crown is important for the budget of every household, particularly in the times of crisis. Saving can be achieved by selecting an appropriate insurance product, which is also the concern of this thesis. Because there exists a plenty of insurance companies on the czech market and majority of them offers several insurance products for each kind of insurance, it is not simple to choose the optimal product. On top of that, these insurance products differ not only in their price, but in various properties and additional insurance as well, which makes the task even more difficult. The most suitable insurance product can be found with multiple-criteria decision making, that was amended by the demand function in this thesis. The goal of the demand function is to advise those interested in the insurance whether they should or should not be insured under given circumstances. The thesis is designed so that it could be used for decisions of anybody interested in insurance on any insurance product.

The diploma thesis deals with the selection of suitable insurance protection for a selected business entity. Risk analysis identifies the most serious risks. Based on the identified risks and the current insurance coverage for the current offers of insurance products offered by insurance companies, the optimal proposal for the company will be determined.

This master’s thesis analyzes problems related to property insurance of the selected business subject. Includes analysis of all risks and suggestion of a property insurance that can help the selected business subject minimize the most serious risks to its activities through commercial insurance and reduce to lowest level the threats to those activities.

This diploma work is engaged in the issue of the life assurance. It includes the proposal of the product from the life assurance branch for the start of the chosen business subjekt that the best corresponds with the dedicated requirements.

This Master´s thesis is focused on wide range of products concerning life insurance. It includes analysis of life insurance and describes the situation of this issue in the Czech Republic. Life insurance as a market product is described in detail in Česká pojišťovna a. s. The results from the mentioned analysis are applied on life insurance products and give suitable choices of this type of insurance to different group of clients.

This Master's thesis is engaged in questions of the life insurance of employees in the selected compeny. It includes a draft of the current state of the employee's insurance, insurance compeny offer in scope of life insurance, their comparision for engaged criteria and recommendations for improvement of insurance protection.

This thesis is engaged in questions of investment live insurance and its practical aplication for selected group of 50 clients of Partners For Life Planning, Corp. The scope of the thesis is the optimization of a sum insured setting by a death insurance, permanent accidental disability, serious illness and disability for people in various life situations. It includes insurance company offer in scope of investment life insurance, their comparision for engaged criteria and discussion of results. And than it confronts these results with a group of 50 life insured people.

多樣化壽險商品時代來來臨、壽險業目標市場鎖定的需求，致使「選擇適當的目標市場」和「設計適合目標市場的行銷組合策略」成為保險業者在擬定行銷策略所應注重兩大方向。惟如何選擇最具有吸引力，而又適合本身資源條件及競爭環境的目標市場，則就是行銷理論研究及實務上最重要的一項問題。 綜觀目前國內各研究所的論文中，關於消費者對於保險商品之購買行為的研究，多集中在消費者購買保險的原因或動機之分析上。惟其多是描述性、相關性分析為主，而此類研究方式雖然有其實用性，但其在缺乏「因果關係」的分析下，實無法了解消費者本身之不同，所引起購買意願之不同。再者，其並未進一步針對不同商品，研究影響消費者之所以購買不同商品之因素，係因任何忽略「商品多樣性」的研究，顯然過於簡化影響是否消費者購買保險商品之因素。本文對於消費者購買行為之基本認識為：消費者決定『是否購買』。保險，以及決定『選擇何種』保險的過程是同一的、不可分的。」因此，本文將以「多樣化的保險商品」為前提，來研究消費者決定「是否」購買保險、以及「選擇」購買何種保險之原因或動機。 究竟「消費者本身的差異性」與「是否購買及購買何種保險」之間存在什麼樣的關係，同時也是保險公司在保單設計、搭配、以及保險行銷上不可忽略之重要裁題。本文從于證資料上分析此一問題，以EKB消費者行為模式為理論基礎，依消費者本身的不同的背景、不同投保的動機、不同對保險的認知等等不同追求產品的相對利益為基礎因素，來探討消費者對不同的保險商品的需求。 本文乃以『問卷調查』為研究工具，針對台灣地區 20 歲- 70 歲之消費者為研究對象，實際訪查消費者所偏好之保險商品。共計取得有效問卷 965 份，輔以以效用函數為理論基礎之『羅吉特迴歸模式』計量方式，找出「消費者本身的差異性」與「是否購買及購買何種保險產品」之間的因素，並而建立消費者效用函數，進而預估消費者購買保險機率，促使業者更能設計符合消費者需求之保單組合。 研究結果顯示，在「是否會購買保險」的議題上，發現消費者教育程度不同會影響其購買意願；「保險演講會的舉行」、「親友在保險公司做事」或「自身或家屬曾發生事故」時，亦會明顯提高消費者之購買意願；業務員的上門推銷將是促使消費者引起購買保險的主要動機之一；再者，消資者在購買保險時，最重要之評估準則，則在於壽險期間是否太長、領回的錢值不值得及保費是否會太高等問題。 就「偏好購買不同商品」的議題上，本研究亦就目前市面上較為普遍之十種商品作研究，研究發現影響消費者偏好購買各個商品之因素各有不同，本文亦對其作綜合整理。最後亦針對研究結果，就各個不同保險商品，依其具有顯著水準之人口統計變項作--市場區隔，以期能提供保險公司或業務員在銷售時，可依商品的不同對消費大眾做市場區隔，使業務員或保險公司較易針對消費者不同的需求，做出較適合消費者且較易使消費者接受的保單設計。相信如此一來，非但有助於保險公司之保單設計與行銷，對於保險消費者如何選擇最適合自己的保單，也有相當的助益。 / The main goal of this research is to study the motives of the consumers purchasing the insurance policies and the selecting procedures. The previous researches on this area have been focused on the purchasing motives of each individual consumer. This kind of approach is widely used in practice. However, the consumers are not facing one insurance product but a variety of different insurance portfolios. In this study, we focus on analyzing the consumer-purchasing behavior of insurance portfolios. The logistic regression model is used to estimate the preference of the consumers among different insurance policies. The procedures of this study are summarized in the following: ( 1 )Review the developments of the previous researches and the findings. ( 2 )Design an appropriate questionnaire to collect the valid information and formulate the logistic regression model in this study. ( 3 )Collect the samples from the questionnaire and code this survey into a database system. ( 4 )Estimate the coefficients in the regression model in Step (2) and analyze the results. Finally comment on the findings. Using the logistic regression model is helpful for the marketing department in insurance company to target the appropriate populations and differentiate the various insurance portfolios. In this study, the information from the questionnaire is investigated based on our choice model. Monitoring these effects is beneficial for the managers having concise information in our target markets. Finally, a quantitative model is proposed for Taiwan insurance markets and the recommended marketing strategy.

Master thesis, 65 pages, 18 pictures, 4 table, 39 literature sources, 5 appendages, Lithuanian language. The object of the work- insurance service marketing. The subject of the work - the research of the insurance service marketing. The aim of the work – to establish and estimate service marketing significance in an insurance business and to make suggestions of marketing implementation for companies. The goals of the work: 1.To analyse the nascency determinant elements of insurance service marketing. 2.To settle and describe a conception, functions, and essential things of insurance service marketing. 3.To analyze the peculiarities of the insurance service marketing and their determinant elements. 4.With reference to facts, to settle the size of Lithuanian insurance service market, to measure the structure of insurance service suppliers’ market and its competitive ability. 5.To find out consumers’ opinion about insurance service. 6.To estimate need and conditions of insurance service marketing implementation. Methods of the research: empirical research (questionnaire), unstruktural interview, analysis and synthesis of nonfiction, statistical material analysis, graphics, comparable, generalization. Analysing Lithuanian and foreign countries nonfiction and periodic literature about insurance service marketing, it is defined the organization particularity of the insurance service marketing, its expedience of adaptability and facility in Lithuanian insurance companies.

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