近年國內以業務員為主的傳統行銷通路，受到通路多元化、數位金融科技興起、消費者習慣改變等影響，面臨極大的轉型挑戰。而台灣的高投保率及高保險滲透度，也督促了保險業者除了提高既有客戶的黏著度外，也必須挖掘出更多潛在客戶。而鄰近我國的日本，早在20年前即意識到這樣的環境趨勢，並開發了新型態行銷通路－保險店鋪作為因應措施。至今成效卓著，值得國內保險業者效法。
本研究運用文獻分析法、觀察法，以及訪談法，首先以日本第一生命保險公司的保險店鋪作為標竿，進行經營策略分析。再討論日本與台灣的保險產業現況，了解日本之所以能成功發展保險店鋪的推力。另外，本研究也實地走訪觀察兩國的保險店鋪，以及訪談國內保險業者對於保險店鋪發展的想法。期望本研究能有助於國內各人壽保險公司，未來在進行保險店鋪通路策略規劃時之參考。
　　綜合訪談分析，本研究認為保險店鋪於國內開設的時機已成熟，建議保險業者可先從小型店鋪開始嘗試，後續可視民眾接受度及其效益，再行拓展據點。而保險店鋪能否成功的要素，除了要強化虛實整合以吸引顧客持續來店外，尚需要保險業者願意投入以及政府相關法令制度的開放，始能讓保險店鋪獲得更有利的資源。

In recent years, the traditional marketing channels based on salespersons in Taiwan have been faced with enormous transformation challenges due to the diversification of access channels, the rise of digital finance technology, and changes in consumer habits. Taiwan’s high insurance coverage rate and high insurance penetration also urge insurance companies to tap more potential customers in addition to improving the existing customer's adhesiveness. Japan, which is close to our country, recognized this environmental trend as early as twenty years ago and developed a new type of marketing channel-insurance shop as a response measure. It has achieved outstanding results so far and is worthy of being followed by domestic insurance companies.
In this study, literature analysis, observation, and interviews were used. First, the insurance shop of The Dai-ichi Life Insurance Company was used as a benchmark to analyze business strategies. Discuss the current situation of Japan's and Taiwan's insurance industry and understand how Japan can successfully develop insurance stores. In addition, this study also visited the insurance shops in both countries and interviewed domestic insurance companies about the development of insurance shops. It is hoped that this study can help various life insurance companies in the country and will be used as a reference in the future planning of insurance shop access strategy.
Based on the comprehensive interview analysis, this study believes that the time for the opening of insurance stores in Taiwan is ripe. It is recommended that insurance companies can start with small shops first, follow up with the acceptance of the public and its benefits, and then expand their positions. The success factors of insurance stores, in addition to strengthening the elements of Click-and-Mortar to attract customers to continue come to the shop, the insurance industry is still willing to invest and the opening of the legal system can only make insurance stores get more favorable resources.

論文審定書 i
誌　謝 ii
摘　要 iii
Abstract iv
目　錄 v
圖　次 vii
表　次 viii
第一章　緒論 1
第一節　研究背景 1
第二節　研究動機與目的 3
第三節 研究流程 4
第四節 研究範圍與限制 6
第二章　文獻探討 7
第一節　保險業行銷管理 7
第二節 策略管理 14
第三章　研究設計 22
第一節　文獻分析法 22
第二節　實地觀察法 23
第三節　個案及訪談法 24
第四章　訪談分析 28
第一節　產業簡介 28
第二節　個案觀察與分析 37
第三節　問題分析 41
第五章　結論與建議 63
第一節　結論 63
第二節　建議 65
參考文獻 71
一、中文文獻 71
二、英文文獻 71
三、網路文獻 72
附錄　訪談紀錄 73
訪談一 73
訪談二 76
訪談三 78
訪談四 81
訪談五 83

一、中文文獻
1.方世榮（1996）從策略觀點探討製造與行銷策略之互動對績效的影響-電子/資訊業的實證研究。中山管理評論，第4卷，第1期，63-88。
2.中崎章夫，2008，日本壽險業非傳統行銷體制之現況。
3.陳崇佑，2015，台灣壽險市場概況。
4.Stephen P. Robbins．Mary Coulter，2010，管理學（十版），華泰文化。
5.邱繼智，2015，管理學：建立知識經濟時代的競爭優勢（六版），華立圖書。
6.吳思華（1993）：<策略九說―總論：策略管理的內涵 >。
7.Thomas Herzog，1996，《社會科學研究方法與資料分析》（Reaearch Methods and Data Analysis in the Social Sciences）（朱柔若譯）。台北市:揚智文化。
8.葉立誠、葉至誠編（1999）研究方法與論文寫作。台北：商鼎文化公司。
9.謝耀龍，壽險行銷，華泰文化總經銷，2004年。

二、英文文獻
1.Armstrong, G. & Kolter, P, Marketing: An Introduction, 5th ed., New Jersey: Prentice Hall, 2000.

2.Berry, Leonard L. & A. Parasuraman, Marketing Services-Competing Through Quality, New York: The Free Press, 1991.

3.Bernd H·Schmitt, Customer Experience Management： A Revolutionary Approach to Connecting with Your Customers,2003
4.Chen,H.M.,&Tseng,C.H.(2005)The performance of marketing alliances between the tourism industry and credit card issuing banks in Taiwan.Tourism Management
5.Gilaninia, S., Almani, A. M., Pournaserani, A., & Mousavian, S. J. , “Relationship Marketing: a New Approach to Marketing in the Third Millennium”, Australian Journal of Basic and Applied Sciences, 5(5), 787-799, 2011.
6.Jauch, L. & Glueck,W.F. Strategy Management and Business Policy,3rd ed.,N.Y.:McGraw-Hill,1989
7.Thomas A. Stewart , Patricia O'Connell ,Woo, Wow, and Win: Service Design, Strategy, and the Art of Customer Delight Hardcover, 2016

三、網路文獻
1.Philip Kotler, (2000). Market Management, millennium ed. Retrieved September 24, 2012, from http://dl.ueb.edu.vn/bitstream/1247/2250/1/Marketing_Management_-_Millenium_Edition.pdf
1.李顯正，2018，2018年金融科技投資趨勢大預測，數位時代https://www.bnext.com.tw/article/48077/2018-fintech-investment-trend
2.日本保險行銷新型態:保險店鋪，2015，中華民國保險經營學會-保險經營論壇29
http://www.insop.org.tw/resources/forum/20150508.pdf
5.中華民國人壽保險商業同業公會https://www.tii.org.tw/opencms/actuarial/actuarial3/
6.財團法人保險事業發展中心https://www.tii.org.tw/opencms/information/information1/000001.html
7.財團法人金融消費評議中心https://www.foi.org.tw/Article.aspx?Lang=1&Arti=1950&Role=2
8.質性研究：http://www.pws.stu.edu.tw/fckung/file/QR.pdf
9.政府資料開放平台－最近五年個人人壽保險新契約平均保額
https://data.gov.tw/dataset/24608