國泰人壽在台商業模式能否在中國複製？

Can Cathay Life Insurance Business Model in Taiwan Be Repeated Itself in China？

侯煦陽(Hsu-Yang Hou)

指導教授 ： 蔡進丁

淡江大學/管理學院/管理科學研究所企業經營碩士在職專班/碩士(2007年)

https://doi.org/10.6846/TKU.2007.00203

摘要

本論文針對「國泰人壽在台商業模式能否在中國複製？」這個主題，有兩項主要研究：其一，以十字管理法的五大要素（理念、環境、實力、策略、執控）為基礎，將國泰人壽過去四十五年的發展分為四個階段的商業模式來探討；其二，利用敘述與推論統計方法(使用t檢定與估計、卡方檢定及因素分析)就中國上海地區當前的保險業作市場調查。本論文設想第二項研究成果能作為國泰人壽在台商業模式能否在中國複製，這個主題的重要判斷依據。研究發現，國泰人壽在台商業模式，當然無法完全在中國複製，但在瞭解中國大陸市場的環境與資源限制，及中國與台灣兩個市場結構與文化的差異後（見市場統計調查分析），本研究發現國泰人壽在在台灣商業模式，仍然有部份可供中國上海國泰人壽學習與參考，不過必須調整一些做法，才能符合中國大陸市場之需求。本研究認為本文所論述之思維模式，應可供台灣保險業者有心至中國大陸市場發展之參考。

關鍵字

國泰人壽 ； 商業模式 ； 中國大陸保險市場 ； 台商模式在中國複製 ； MERSI

並列摘要

This study was aimed at “Can Cathay life Insurance Business Model in Taiwan Be Repeated Itself in China？” It covered two main researches: one was the MERSI management skills which were included five major elements such as mind, ecosystem, resources, strategy, and implementation as the foundation of the research; it had categorized four phases of business model of Cathay Life Insurance in her business development over the last forty.five years. And the other was conducting current insurance market survey in Shanghai by employing descriptive and inductive statistics methods.(t test & estimation, test and factor analysis) The function of the second research could be supposedly served as the key indicator in discerning whether Cathay Life Insurance — Taiwanese Business Model could be replicated in China. According to the research, the Taiwanese Business Model of Cathay Life Insurance was unable to replicate in China, however, after gaining a thorough understanding of the limited ecosystem and resources in the Chinese market and the different market infrastructures between Taiwan and China (Refer to the market statistics survey), this study had found that the Taiwanese Business Model of Cathay Life Insurance could still contribute its invaluable operational experience to Shanghai in China as a learning model. But there were adjustment should be done during the implementation stage to meet the demand of Chinese market. The mode of thinking asserted by this research was served as a reference for those Taiwanese insurance companies that would like to enlarge their insurance market shares in China.

並列關鍵字

Cathay Life Insurance ； Business Model ； China Insurance Market ； Replicating Taiwanese Business Model in China ； MERSI

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