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| Title: | 台灣保險經紀人公司數位轉型之研究：以F公司導入數位工具成效評估為例
Digital Transformation of Insurance Brokerage Firms in Taiwan: A Case Study on the Effectiveness of Digital Tool Implementation at F Company |
| Authors: | 廖英翔
Liao, Ying-Hsiang |
| Contributors: | 陳嬿如
Chen, Yenn-Ru
廖英翔
Liao, Ying-Hsiang |
| Keywords: | 保險經紀人
數位轉型
金融科技
保險科技
Insurance Brokerage
Digital Transformation
Fintech
Insurtech |
| Date: | 2025 |
| Issue Date: | 2025-03-03 13:35:35 (UTC+8) |
| Abstract: | 隨著科技的快速發展，數位轉型已成為保險經紀人產業的必然趨勢。本研究以台灣F公司為案例，探討其數位轉型過程及所導入的「富士達AI機器人」在提升業務效率與流程優化方面的應用成效。「富士達AI機器人」於2019年導入，透過Line BOT技術，提供業務員保險商品比較、客戶需求診斷、數位學習等功能，解決了過往App學習門檻高與維護成本高的問題，成為F公司數位化策略的核心工具。
本研究透過問卷調查，收集F公司215名業務員的使用行為與滿意度數據，分析數位工具在不同業務場景中的應用效益。研究結果顯示，多數業務員認為「富士達AI機器人」在提升工作效率、減少人工錯誤及優化內部流程方面具有顯著成效。然而，對於特定功能如客戶互動與內部溝通的滿意度仍有改進空間。
本研究進一步提出數位工具功能優化建議，並歸納數位轉型成功的關鍵因素，如領導力、文化支持及技術整合能力，為其他保險經紀人公司提供參考，助其推進數位化進程。本研究期望透過深度案例分析與實證數據，為保險產業的數位轉型提供具體建議與長遠發展藍圖。
With the rapid advancement of technology, digital transformation has become an inevitable trend in the insurance brokerage industry. This study uses F Company, an insurance brokerage company in Taiwan, as a case to explore its digital transformation process and evaluate the effectiveness of the "Forestar AI Robot," a tool introduced to enhance operational efficiency and optimize workflows. Implemented in 2019 using Line BOT technology, the " Forestar AI Robot" offers features such as insurance product comparison, client needs analysis, and digital learning. It addresses issues like the high learning curve and maintenance costs associated with the company’s previous mobile app, becoming a central element of F Company’s digital strategy.
This research employed a survey to collect data from 215 F Company agents, analyzing their usage patterns and satisfaction levels with the tool in various business scenarios. Results indicate that the " Forestar AI Robot" significantly improved work efficiency, reduced manual errors, and streamlined internal processes. However, there remains room for improvement in functions related to customer interaction and internal communication.
The study further provides recommendations for optimizing the tool’s functionality and identifies key success factors for digital transformation, including leadership, cultural support, and technological integration. These insights aim to serve as a reference for other insurance brokerage firms seeking to advance their digitalization efforts. By offering in-depth case analysis and empirical findings, this research aspires to provide actionable recommendations and a strategic framework for the long-term development of the insurance brokerage industry. |
| Reference: | 一、中文文獻
1. 吳怡靜（2019）。天下雜誌第678期。
2. 歐宜佩（2021）。企業數位轉型實踐發展之觀察。經濟前瞻，197期，93-99。
3. 歐宜佩、陳信宏（2018）。近期數位轉型發展趨勢之觀察。經濟前瞻，178期，94-99。
4. 詹文男（2019）。數位轉型新視界台灣準備好了沒。TEEMA Times，141，12-13。
5. 安永諮詢服務股份有限公司，金融產業文摘，2023年10月號。
6. 張逸翔（2020）。數位轉型之實務探討：驅動因子、關鍵要素，及績效評量〔碩士論文，國立政治大學〕。
7. 戴志言（2023）。企業數位轉型策略與營運模式革新之探討。經濟前瞻，207期，29-33。
8. 陳素敏（2021）。保險業數位轉型的挑戰與因應。保險大道，第81期，86-87。
9. 金融監督管理委員會（2016）。金融科技發展策略白皮書。
二、英文文獻
1. OECD（2019）. How’s Life in the Digital Age? Opportunities and Risks of the Digital Transformation for People’s Well-being. OECD Publishing, Paris.
三、網路資料
1. Gartner.（2020）. Digital Transformation. Retrieved July 5, 2020, from: https://www.gartner.com/en/information-technology/glossary/digital-transformation
2. F公司官方網站。2024年12月，網址來源：https://www.fs-brokerage.com/ |
| Description: | 碩士
國立政治大學
經營管理碩士學程(EMBA)
111932111 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0111932111 |
| Data Type: | thesis |
| Appears in Collections: | [經營管理碩士學程EMBA] 學位論文
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| 211101.pdf | | 1200Kb | Adobe PDF | 0 | View/Open |
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