在面臨世界金融自由化潮流，政府致力金融效率的提升，降低國內金融市場所面臨的衝擊。隨著國際化及全球化，使得國內的銀行或保險產業均面臨嚴峻的挑戰。
本研究即針對產險公司經營通路作相關性探討，並以W產險公司經營通路提昇績效為例，經由參考相關議題之研究和資料蒐集，採用質性研究的深入訪談法，最後經過整理、分析、歸納得出本研究幾點重要結論，分述如下：
一、個案公司應靈巧運用本身優勢通路，導入SWOT成功因素 ，善用強固的母集團，開發出新通路及商品藉以提昇利潤及績效。
二、以SWOT分析法透過研討後，得知W產險公司內部之優勢與劣勢以及外部環境所面臨的機會和威脅，可用以制定發展策略之參考。
三、個案公司經營通路，可訂定部門與個人KPI並採取激勵方式均能有效提昇業績產出。
四、個案公司可透過通路介紹客戶，並協助通路銷售其產品，或協助輔導通路員工考照登錄等事宜，來加強與通路間的互動，對爭取業務實可增加助益。
關鍵字：行銷通路、產物保險、SWOT分析

The domestic banking and insurance industries are facing serious challenges with the trend of internationalization and globalization. It is therefore, the Government is committed to improve the financial efficiency and reduce the impact for domestic financial markets when facing the financial liberalization trend around the world.
The aim of this study is to focus on the improving the operating channels performance of Non-Life insurance company and take W Non-Life insurance as a case study company. Through several relevant issues discussion as well as obtain some information, the study has adapted qualitative research methodology by in-depths interview follow by organize, analyze and induction the reasoning to conclude the findings below.
1. The case company has use its agility of using the channel and also import is success factors from SWOT analysis. By having its parent company’s advantage which develop its own new channels and products to improve its profits and performance.
2. After adopting the SWOT analysis, which has concluded the internal advantages and disadvantages and external opportunities and threaten of W Non-Life insurance company for the reference of organization’s strategies development.
3. Through managing company own channels that can establish department and personal KPI and adapt motivate method for encouraging performance generation.
4. The case company can reach customers through channels and assist channels to sell its products or assist channel sales to obtain the license that can enhance the interaction with channels which also benefit for the sales performance.
Keyword: Marketing Channels, Non-Life Insurance, SWOT Analysis

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