The share of insurance market in Taiwan used to be retained solely by 8 local corporations. Since Taiwan opened its insurance market to American incorporations in 1986 and to local companies, as well as the Special Examination for Insurance Personnel for legal Insurance Auxiliary in 1992, the insurance industry in Taiwan has stepped into the era of fierce competition. By October 2007, companies registered under the Insurance Brokerage Association of Taiwan (IBAT) had reached 562. From 1997 to 2007, the share of life insurance premium had increased from 0.6% to 7.43%. However, the number of selling personnel in insurance companies has decreased over these years, while that of insurance brokers and agencies have increased. Compared to insurance corporations, insurance brokerages are limited in size, finance and resources. Consequentially, the key to maintaining compatibility is the management of selling personnel. The following are the conclusions made after three case studies of major insurance brokers in Taiwan, insightful interviews and careful analysis. 1. Compared to other channels of selling, the advantage of selling personnel is the unbending trust built through one-on-one selling. 2. The advantage of unbending trust is established upon the reinforcement of educational training for selling personnel, especially interactive training. 3. In order to encourage re-purchasing, good after-market services are necessary, which are the combined efforts of the selling personnel and the company. 4. In order to attract talent, it is essential to maintain advantages six aspects of competitive sales: ¡]1¡^Morality ¡]2¡^Capability¡]3¡^Vantage ¡]4¡^Preparedness ¡]5¡^Motivation¡]6¡^Equipment The following are the suggestions for different stakeholders. 1. For insurance brokerages: ¡]1¡^Large corporations could establish inclusive information network. ¡]2¡^Small companies could unite resources through inter network. ¡]3¡^Improvement in the management of selling personnel so as to build fine working ethics should be taken into consideration. 2. For insurance brokerage unions: ¡]1¡^Conducting analysis of selling records is encouraged. ¡]2¡^Setting up loan CRM system to member companies is suggested. 3. For associated governmental organizations: ¡]1¡^Enhance the status and professional images of insurance brokerages. ¡]2¡^Denoting that the income of selling personnel is the income of executing sales is recommended.

Submitted by Paulo Daniel Manna (paulodanielm@yahoo.com) on 2017-02-22T19:33:33Z No. of bitstreams: 1 2017.02.22 Dissertação final PM.pdf: 1400139 bytes, checksum: ee5db2f96f42705fbb9417ba64d2aa58 (MD5) / Rejected by Fabiana da Silva Segura (fabiana.segura@fgv.br), reason: Boa Noite, Paulo Por favor verificar o tamanho da fonte no título, creio que na norma ABNT deva ser tamanho 12 (alterar nas páginas onde houver) No final da página fica apenas São Paulo na linha debaixo o ano, excluir – FGV EAESP Campo de conhecimento: Estratégia e Mercadologia (Alterar nas páginas onde houver) Após a folha da ficha catalográfica, deve conter uma folha de assinaturas (Consta na norma) é o mesmo formato da contra capa, Após orientador, deve conter : Data de Aprovação ___/____/___ Banca Examinadora: _____________________________________ Prof. Delane Botelho (Orientador) ____________________________________ Prof. Henrique de Campos Junior FGV -EAESP _________________________________ Prof. Djair Picchiai FGV - EAESP Peço fazer as correções e submeter novamente Atenciosamente on 2017-02-22T21:47:48Z (GMT) / Submitted by Paulo Daniel Manna (paulodanielm@yahoo.com) on 2017-02-22T22:28:11Z No. of bitstreams: 1 2017.02.22 Dissertação final PM.pdf: 1402715 bytes, checksum: e0ea109c756e9cd35bfc95c296b68a3e (MD5) / Approved for entry into archive by Fabiana da Silva Segura (fabiana.segura@fgv.br) on 2017-02-22T22:40:03Z (GMT) No. of bitstreams: 1 2017.02.22 Dissertação final PM.pdf: 1402715 bytes, checksum: e0ea109c756e9cd35bfc95c296b68a3e (MD5) / Made available in DSpace on 2017-02-23T13:18:33Z (GMT). No. of bitstreams: 1 2017.02.22 Dissertação final PM.pdf: 1402715 bytes, checksum: e0ea109c756e9cd35bfc95c296b68a3e (MD5) Previous issue date: 2016-12-20 / À medida em que a tecnologia da informação vem alterado a comunicação das pessoas e das empresas, o comércio eletrônico e o marketing digital se tornam fundamentais para a maior parte das empresas. O novo canal e as novas tecnologias sempre em atualização, surgem novas possibilidades e relações para as empresas e consumidores, porém um aspecto que continua tão ou mais importante para os profissionais é determinar os fatores e motivações para que estes últimos utilizem canais digitais. Este estudo apresenta, sob a ótica das preferências dos consumidores, um estudo quantitativo (regressão logística) sobre a influência de variáveis demográficas, como sexo, idade e renda, na propensão à aquisição de seguros de automóvel via canais eletrônicos. Os resultados não permitiram identificar diferenças relevantes em relação ao gênero e idade dos consumidores, mas a renda foi identificada como fator de influência, logo consumidores com maior renda têm maior probabilidade de escolher canais digitais para aquisição de seguro automóvel, em linha com estudos anteriores. A dissertação apresenta implicações para o Marketing e para a prática do mercado de seguros, além das sugestões de estudos futuros. / As information technology has changed people's and business communication, e-commerce and digital marketing have become critical to most businesses. As the new channel and new technologies are constantly evolving, new possibilities and relationships for both business and consumers arise, although one aspect remains of great importance for professionals: to determine consumers’ factors and motivations to use digital channels. This study presents a quantitative study (logistic regression) on the influence of demographic variables, such as sex, age and income, on the propensity to purchase car insurance through electronic channels. The results did not allow to identify relevant differences in relation to the gender and age of consumers, but income was identified as an influence factor, so consumers with higher income are more likely to choose digital channels for acquiring car insurance, in line with previous studies. The dissertation presents implications for the area of Marketing and for the practice of the insurance market, along with suggestions of future studies.