Title of Thesis Total pages: 118 Non-financial holding securities companies to sell insurance salesperson of cognitive behavior - A case study example to Polaris Securities Keyword:Non-financia;lsecuritycompany;Brocker; Bancassurance;Security-insurance Name of Institute: Executive Master＇s Program of Business Administration（EMBA）in Insurance Management,Tamkang University Graduate date: January,2011 Degree conferred: Master Name of student: Shih-Ya Chang Advisor: Chung-Jen Hao 張詩雅 郝 充 仁博士 Abstract: In recent years the development of the financial system and information technology advances, increasingly close integration of international financial markets, and has been towards the development of globalization. Continues to introduce new financial products caused the banking, securities and insurance business segment became blurring, and consequent on merge each business segments in the field. In order to increase profit that Securities companies are not only to develop financial derivatives, but also branched out into insurance sales. In the past, banks were imperative to develop insurance business, now securities companies inherited this trend eyeing the same. Broadly speaking, Taiwan is boosting banks to promote insurance at their existing sale channel, may be considered to be completely, to include the Securities sale channels also. In this study, it’s focus on business model research from a sample company, and use questionnaires exchange method to the sample company of securities trader for the model of selling insurance to find out whether "the insurance acceptance and understanding, co-marketing or educational training or incentive policy, " could be affected directly or indirectly. The questionnaire measure is used in so call of the “five points method”, which is divided into "very understanding ", "understanding" and " General", "do not understand ", "very do not understand”. All questionnaires were collected and be analyzed to identify its relation with relevant. For comprehensive results, and conclusions of this study to be recommended.