壽險公司銀行保險通路策略之研究 ── 以台灣人壽為例

A Study on Bank Insurance Channel Strategies of Life Insurance Firms – Taiwan Life Insurance as an Example Company

涂菱家(Ling-Chia Tu)

指導教授 ： 丘邦翰

元智大學/管理學院/管理碩士在職專班/碩士(2011年)

摘要

本論文主要探討壽險公司銀行保險通路策略之研究。本研究藉由個案訪談方式，訪談壽險公司高階主管及銀行高階主管和負責銷售的理專，以研究壽險公司探討如何發展銀行通路策略。
我國銀行保險業務在壽險公司與銀行的合作方法上，主要是簽定三方合約，近年來銀行保險業務在壽險行銷通路部份，已佔壽險業業績60％以上，未加入金控之壽險公司如何增加自身的競爭力，以能在銀行保險業務繼續發展，保險通路經營策略之因素為重要的課題，本研究主要探討之。
本研究經由文獻回顧，問題設計，建立研究架構，以策略聯盟合作之動機、策盟夥伴合作之篩選條件及策盟過程中之互動溝通過程等構面，來探討影響銀行保險通路經營策略之因素。本研究提出了銀行銷售保險商品之主要因素，希望能提供壽險公司經營銀行保險業務之參考，以期能提高我國未加入金控的壽險公司能在銀行保險通路方面的競爭力。

關鍵字

銀行保險 ； 策略聯盟 ； 銀行保險通路

並列摘要

This study primarily explores bancassurance channel strategies of life insurance firms. This study uses case interviews to interview senior directors at life insurance firms as well as senior directors and financial management personnel responsible for sales at banks, in order to research life insurance firms and explore how they develop bancassurance channel strategies.
In Taiwan, in collaboration between life insurance firms and banks, bank insurance business generally signs tri-lateral contracts. In recent years, in the life insurance marketing channels, bancassurance has taken up over 60% of the business of life insurance. This study primarily explores how life insurance firms that have not joined financial control groups can increase their own competitiveness to continue developing in the bancassurance business; the factor of bancassurance channel management strategy is an important issue.
This study uses literature review and question design to establish a research framework, using aspects such as the motivation for strategic alliance collaboration, selection criteria for strategic alliance partners, and interaction and communication in the process of forming the strategic alliance, to explore factors that affect the management strategy of bancassurance channels. This study proposes the primary factors for banks selling insurance products, and it is hoped that this can be used to provide life insurance firms with a reference in the management of bancassurance business, so as to elevate the competitiveness in terms of bancassurance channels of life insurance firms that have not joined financial control groups.

並列關鍵字

Bancassurance ； strategic alliance ； Bancassurance channels

參考文獻

【3】林建智，彭金隆，吳佳寧(2009.12)。臺灣金融財務季刊，我國銀行保險業務監理架構之探討。

中文部份

【1】方雪俐，2010.01.29，第254期，現代保險。

【2】林昌雄(2007)。壽險業以策略聯盟經營銀行保險績效的決定因素-以某壽險公司為例。國立中正大學企業管理研究所碩士論文。

【4】林惠芳，張邦茹，鄭鎮樑，林治皓(2008.12)。保險專刊，壽險業非理賠申訴率之研究--從通路的角度分析比較。