席捲全球的金融海嘯，掀起一波波排山倒海的滔天巨浪，造成整體經濟環境進入低迷氣氛。在不景氣的經濟環境下，壽險業公司面臨了投資虧損、因央行低利率而出現利差損、保單業績停滯、淨值下滑等經營困境。在這變動的時局，壽險業如何化危機為轉機、如何建立新的經營方向逆勢突圍、突顯競爭優勢？這些問題需要透過檢視現行的經營方向進而提出調整以及變革策略來解決。 研
個案壽險公司之中高階主管為研究對象，以深度訪談法進行研究－對個案業者之中高階主管進行深度訪談，以產業分析、經營方向與變革策略之探討，進行個案研究分析。 從策略角度出
劃、業務行銷、管理與財務等營運表現如何影響整個壽險公司的經營績效。並分析近年來壽險產業之變化、金融海嘯之衝擊及IFRS導入等重大影響，藉由管理階層之決策，公司該如何進行經營方向調整，及提出變革策略去因應。 本研究結論為：針對金融海嘯後，壽險業應運用公關與廣告策略，以強
市場信心；商品和行銷策略應回歸保險的本質A&H、推廣傳統壽險保證保本、無風險的商品、開發通路，擴大行銷面、對投資型商品客戶耐心解說及安撫，以恢復信心；針對IFRS的衝擊，應加強財務穩健度與資產淨值、採取穩健的投資策略、推出利率敏感度低之保險商品，以展現永續經營之實力。

The financial tsunami swept the globe. It's creating a climate of overall economic conditions into depression. In the depressed economic environment, life insurance companies face investment losses, yield spread losses, insurance policy's sales decreasing, net worth falling etc. What method should insurance company use to adjust, it's hard to choose. These issues need to review the current business direction through further adjustment and reform strategy proposed to solve.
This study will focus on Taiwan's life insurance industry, including internal insurance companies and foreign insurance companies. And the study will use the case life insurance companies among the top managers as the research object, taking depth interview study - the case among the industry executives’ in-depth interviews to industry analysis, business direction and change of strategy to case study analysis.
From a strategic perspective, the study assesses the life insurance business strategy; planning, implementation effectiveness and impact, to explore the business marketing, management and financial performance of such operations affect the entire life insurance company performance. And the research analyzes the recent changes in life insurance industry, the impact of the financial tsunami and the impact of IFRS and other major import. By the decision-making by management, the case company adjusts the business direction and makes changes in strategies to cope with the challenges of depressed economic environment.
The study concludes that: For the financial tsunami, life insurance should use public relations and advertising strategies to strengthen market confidence. Using the products and marketing strategies should return to the insurance nature of A&H, promoting traditional life assurance guaranteed and risk-free goods, developing the sale path and expanding marketing side. In order to restore the confidence of investment-type customers, the sales should explain products and reassure patiently. For the impact of IFRS, should strengthen the financial soundness and the net asset value, use prudent investment strategy and introduce a low interest rate sensitivity of insurance products to demonstrate sustainable management.

摘 要..............................................................2
第壹章 緒論........................................................9
第一節
研究背景.第二節 研究動機...............................................10
第三節
研究目的.第四節 研究範圍與對象.........................................11
第五節
研究流程.
第參章 研究方法...................................................33
第一節 研究設計...............................................33
第二節 研究架構...............................................34
第三節 個案訪談...............................................34
章 個案公司所屬產業分析.......................................39
第一節 台灣保險業組織型態.....................................39
第二節 保險業經營環境現況.....................................40
第三節 壽險產業現況分析.......................................41
第四節 壽險產業趨勢分析.......................................45
第伍章 個案分析...................................................57
第一節 個案公司背景與經營理念.................................57
6
第陸
參考
第二節 金融海嘯後個案公司之因應措施...........................60
第三節 金融海嘯後個案公司經營方向調整與變革策略分析...........63
第四節 策略執行效益...........................................76
第五節 未來挑戰...............................................79
章 結論與建議.................................................81
第一節 研究結論...............................................81
第二節 研究建議...............................................82
文獻...........................................................84
一、中文文獻...................................................84
二、英文文獻...................................................86
三、網站部分...................................................87