金融3.0對金融保險銷售服務模式之影響研究

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Title:	金融3.0對金融保險銷售服務模式之影響研究
Other Titles:	Research on the Impact of Financial 3.0 on Financial Insurance Service Model
Authors:	謝祥祈 HSIEH, HSIANG-CHI
Contributors:	企業管理學系管理科學碩博士班范惟翔 FAN, WEI-SHNG
Keywords:	服務模式;金融保險銷售;金融3.0;金融服務創新 Service Model;Financial and Insurance Sales;Bank 3.0;Financial Services Innovation
Date:	2017
Issue Date:	2017-12-06 15:51:21 (UTC+8)
Abstract:	本研究目的欲探討金融3.0對金融保險銷售服務模式之影響。採取質性研究深度訪談法中的半結構式訪談方式，透過多年從事金融保險資深業者為研究對象，進行雙向口語溝通，詮釋被研究的現象與行動過程來了解其影響狀態。　　現今科技急速發展對各行業產生破壞式創新效應，此外消費者行為與習慣的轉變，也同時讓傳統金融保險銷售服務轉向網路化、顧問化等方式進行各種財富管理，呈現對金融保險業全新的挑戰，然而金管局藉由Brett King(2010)提出Bank3.0的概念，推動數位金融3.0等電子商務方略對銷售服務模式其影響為何？對通路平台是否會造成改變，對商品現狀會起何種作用？又對傳統業務人員的銷售模式是否會產生變革？以及是否改變客戶服務需求促進金融服務創新？　　Brett King(2010)在Bank3.0書裡提到：銀行不再是一個地方，而是一種行為！是基於未來消費者群體習慣、金融需求的改變，降低產生和傳遞成本，減少金融交易環節、不同的風險管理模式，將金融產品的選擇權直接交給客戶的新商業模式。　　The purpose of this research is to investigate the impact of the digital Bank 3.0 on sales and service model in financial insurance industry. The senior operators engaged in financial insurance industry have been studied how the digital Bank 3.0 influences their behavior in the process of the two-way oral communication with the method of semi structured interview in the in-depth interview　　Nowadays, the rapid development of science and technology brings about the effect of disruptive innovation on various industries. In addition, the changes of consumer behavior and habits also transfer the mode of wealth management with network and consultation instead of the traditional insurance sales service, which is a new challenge to the financial and insurance industry.Therefore, the HKMA has implemented the digital Bank 3.0 based on the concept of the bank 3.0 by Brett King (2010), including the electronic commerce strategy. However, how will the digital Bank 3.0 influences on the sales and service model? Would it make any change in marketing channel or take effect on insurance products? Furthermore, would it reform the traditional sales mode and customer service requires to promote the innovation of the financial service?　　As a result, Brett King (2010) mentioned in Bank 3.0: Why Banking Is No Longer Somewhere You Go but Something You Do? It is a new business modal giving the customers the right to choose the financial products, based on the groups and its habits in the future, the changes of the financial demands, the financial generation and transfer costs reduction, the simplified financial transactions, and different risk management models.
Appears in Collections:	[Department of Business Administration, Master/Ph.D Program in Management Sciences] Disserations and Theses(Master and Doctoral Program in Management Sciences)

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