近幾年銀行受限法規和全球不景氣引響，獲利一直減少，唯獨只有銷售保險商品，比較可穩健獲利，而房貸市場，也多怕債務人因意外導致死亡，不動產債權因此需法拍，為了三贏(客戶、銀行、保險公司)目前大部分銀行承做房貸業務放款，多會搭售房貸壽險，增加獲利也降低客戶風險，國內民眾所擁有保單目前趨近飽和，每個人身上至少會有張保單，但針對房貸壽險理賠的保單目前仍有很
大成長空間，房貸壽險銷售將是各家銀行承作房貸業務，非常重視的問題。
本研究將以馬斯洛需求層次理論，探討消費者在購買保險的內外在需求考量，對房貸壽險進一步作出需求規劃，搭配STP理論將保險商品目標市場、區隔、定位，讓銀行、保險公司能更順利推出適合房貸族群的保險。4Ps營銷理論將保險商品出售前，順利將市場區隔和鎖定目標市場，讓通路(銀行)與保險公司更密切結合，經由SWOT分析銀行在房貸壽險的市場優劣勢、營運風險和可改變商機，在保單人人都有的保險市場，對五力分析(敵我戰力分析)，評估市場上的競爭能力，才不會在市場上被淘汰，商用九宮格不僅運用在公司營運(評估企業本身關鍵資源、通路夥伴、成本和收入金流等)，個人也可善用九宮格來了解自己的資源和人脈。保險是需要靠溫度和熱情去推廣，銷售率的提升，若能藉由有效率的研究方式，改變或影響業務銷售方式，效率會有可預期的逐漸成長。透過訪談在實務經驗面具有資深經驗的專家訪談內容，彙總出有效率提升銷售成長率的看法和建議量。主要是建議房貸壽險的保障範圍提升和保險投保限制的放寬，些許讓多國內銀行制定房貸壽險銷售策略的提升。銀行在考量房貸壽險銷售策略提升之餘，再多建議風險層面評估，希望提供給其他同業先進，不同看法和思維。
關鍵詞:房貸壽險、保險需求、行銷策略、保單理賠

In recent years, bank restrictions and global downturns have caused problems, and profits have been declining. Only sales of insurance commodities are more profitable. The mortgage market also fears that the debtor will die due to an accident. Real estate claims require law. In order to win three wins (customers, banks, insurance companies), most banks currently undertake mortgage loan business, and they will often sell mortgage life insurance, increase profits and reduce customer risks. The policies owned by domestic people are currently approaching saturation, everyone There will be at least a policy on the body, but there are still very many policies for mortgage life insurance claims ,With great room for growth, the sale of mortgage life insurance will be an issue that banks attach great importance to as a mortgage business.

This study will use Maslow's Demand Hierarchy Theory to explore consumers' internal and external demand considerations in purchasing insurance, and make further demand planning for mortgage life insurance. With the STP theory, the target market, segmentation and positioning of insurance commodities will be targeted to banks and insurance companies. Can more smoothly introduce insurance suitable for mortgage groups.
4Ps marketing theory, before selling insurance products, successfully segmented the market and locked the target market, let the channel (bank) and insurance companies be more closely combined, through SWOT analysis of the market advantages and disadvantages, operating risks and changeable business opportunities of banks in mortgage life insurance. In the insurance market where everyone has a policy, the analysis of the five forces (analysis of the enemy's strength) will not be eliminated in the market. The commercial Jiugong is not only used in the company's operations (the key to assessing the enterprise itself) Resources, channel partners, costs and revenue streams, etc.), individuals can also make good use of Jiugongge to understand their own resources and connections.
Insurance needs to be promoted by temperature and enthusiasm, and the sales rate is improved. If you can change or affect the business sales method through efficient research methods, the efficiency will be expected to gradually increase. Through interviews with experts who have senior experience in practical experience, they summarized the views and suggestions on how to effectively increase sales growth rate. The main recommendation is to increase the scope of protection of mortgage life insurance and the relaxation of insurance insurance restrictions. Some domestic banks have been asked to improve the sales strategy of mortgage life insurance. In addition to considering the improvement of the sales strategy of mortgage loan life insurance, banks recommend more risk-level assessments, hoping to provide other peers with advanced, different views and thinking.
Keywords: Mortgage life insurance, Insurance demand, Marketing strategy, Policy claims

目 錄
論文審定書……………………………………………………………………………..i
公開授權書
誌謝……………………………………………………………………………………ii
摘要…………………………………………………………………………………..iii
Abstract………………………….…………………………………………..…………v
目錄………………………………………………………………..……………….. vii
圖次…………………………………………………………………………………viii
第一章 緒論………………………………………………………………………...01
第一節 研究背景與動機………………………………………………………01
第二節 研究目的………………………………………………………………02
第三節 研究流程………………………………………………………………03
第四節 研究範圍與限制………………………………………………………04
第二章 產業現況…………………………………………………………………...05
第一節 國內房貸壽險銷售趨勢分析…………………………………………06
第二節 國內房貸壽險保障內容和理賠項目…………………………………07
第三節 房貸壽險其他應注意事項……………………………………………08
第四節 房貸客戶與銀行、保險公司等通路分析圖…………………………12
第三章 文獻探討…………………………………………………………………...13
第一節 馬斯洛需求層次理論…………………………………………………15
第二節 STP理論模型………………………………………………………….17
第三節 4Ps營銷理論………………………………………………………….20
第四節 房貸壽險SWOT分析……………..……………………………………22
第五節 房貸壽險五力分析……………………………………………………24
第六節 商業九宮格說明………………………………………………………26
第四章 研究設計…………………………………………………………………...27
第一節 研究結構………………………………………………………………29
第二節 研究模式………………………………………………………………30
第三節 研究方法………………………………………………………………34
第五章 實證分析…………………………………………………………………...35
第一節 銀行銷售房貸壽險業務策略分析……………………………………37
第二節 國內房貸壽險市場分析和銷售趨勢…………………………………39
第三節 國內房貸壽險商品保單金額和保障內容……………………………40
第四節 探討國內房貸壽險商品可補足保障內容和銷售策略擬定…………44
第五節 銷售房貸壽險策略之擬定……………………………………………44
第六章 結論與建議………………………………………………………………...46
第一節 結論……………………………………………………………………48
第二節 建議……………………………………………………………………49
參考文獻 ……………………………………………………………………………..51
附錄 訪談(調查)問卷……………………………………………………………….52

參考文獻
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