| Summary: | 碩士 === 長榮大學 === 經營管理研究所 === 104 === This study explores the perceiving elements that insurance sales agents selling long-term care insurance products through questionnaire and interview. The empirical results show: In professional knowledge aspect, insurance agents consider the content of long-term care insurance is more important. Insurance company may start training insurance agents from explaining the content of long-term care insurance product as well as when agents promoting it. In marketing aspect, the potential market of long-term care insurance is huge, hence insurance company should develop new long-term care insurance products enthusiastically, and also keep the products competitively in the market. In sales aspect, insurance agents hoping insurance company offer more long-term care insurance courses which instructed by experienced supervisor. Moreover, during the interview, most of the insurance agents indicate they would work harder to overcome difficulties in their career.
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