本研究主要在探討台灣銀行業在中國大陸發展銀行保險的成功關鍵因素,透過兩岸銀保監理制度及台灣銀行業赴中國大陸推廣銀行保險業務相關法令的分析,並透過專家訪談來探討台灣銀行業赴大陸推行銀行保險之成功關鍵因素。 本研究對象以銀行體系保險代理人公司的主管階層做為問卷研究對象,透過本研究相關法令的分析發現,兩岸保險商品代理資格制度不同、兩岸銀行保險監理制度亦有明顯差異,在問卷分析結果上也清楚表示台灣銀行保險經代人所認為的成功關鍵因素,其成功關鍵因素中顯示各公司知名度、購買後的售後服務、公司經營大小、公司業務經營完善為最有可能的成功關鍵因素。 如能有效的運用各項關鍵因素,方能影響台灣銀行業進軍中國大陸市場開展銀行保險業務時,能夠參考的成功關鍵因素。
The main purpose of this study is to discuss the key success factors for Taiwanese banking industry’s bancassurance operation in Mainland China. Through analyzing the bancassurance supervision systems in both sides of the Taiwan Straits and the related laws and regulations of Taiwanese banks developing bancasurance business in Mainland China, and through expert interviews, the key success factors for Taiwanese banking industry’s bancassurance development in Mainland China are thus investigated. The objects of this study are the managerial personnel from insurance agencies in the banking sector. By analyzing the related laws and regulations, it is found that the agency qualification systems of insurance products in both sides are different, and the bancassurance supervision systems are also significantly different. The analysis of the questionnaires also shows clearly what the bancassurance brokers and agencies in Taiwan regard as the key success factors for bancassurance operation. Listed among the most possible key success factors are the name recognition of the company, the after-sale service, the company size, and the perfect operational performance. Only when all the key factors are applied effectively can they be the key success factors for Taiwanese banking industry to refer to as they expand their bancassurance operation in Mainland China.