銀行保險發展趨勢之研究
-以投資型保單為例

近年來因全球化金融整合風及金融控股公司施行等因素影響，對我國壽險業通路的發展產生莫大的衝擊。傳統的業務員通路優勢不再，各壽險公司的經營績效也隨著其通路業績來源的起伏而重新排序。而銀行保險通路也慢慢崛起，特別是年金型儲蓄險及投資型保單近年也超越壽險公司業績；而銀行保險通路也為銀行獲利帶來多數的貢獻。其中投資型保單結合了壽險保障與投資理財的功能，也從保險商品轉變為理財工具，故投資型保險從2001年引進後，成為保險市場主流商品。然而投資型保單總保費雖然在金融海嘯大幅衰退，但近年又開始有起色，2009年新契約保費收入中，銀行保險占比首度超過50%達到63.15%，創下銀行通路新契約保費新高；而2011年度投資型保費收入1389億，較前年的757億元成長近84%，比前年多出一倍。銀行保險儼然已成為現今壽險公司最主要業績來源的重要通路。而現行投資型商品競爭激烈，因此投資型保單所連結標的也都結合新趨勢日新月異，特別是與基金公司合作包裝出符合投資人想要之標的，而達到熱賣的保證。投資型保單的連結標的也從過去連動債到現在以基金平台及全權委託為主，而在銀行保險通路銷售投資型保單模式目前則以躉繳為最大宗。以險種資料來看，投資型保險從銀行保經代通路首度超越壽險公司，其比率為2.79：1。本文透過個案研究的方法，訪談銀行保險上中下游相關通路，包含「T銀行」、「A人壽公司」、「I基金公司」，瞭解我國銀行保險目前的經營現況，進而瞭解未來投資型保單的發展趨勢。本研究得到以下發現：一、目前銀行端銷售之投資型保單因為具有高手續費收入與高獎金之特性，理專進而會把信託平台買基金之客戶，引導致投資型保單又因為投資型保單平台推陳出新，及引進多元化標的，進而得到客戶的認同。二、目前投資型保單各家壽險競爭激烈，因此推出有特色及費用低廉的平台自然成為熱賣的保證，進而搶食投資市場之大餅。從躉繳到分期繳到動態鎖利；從前收到後收；從一籃子標的到核心衛星標的，都是投資型保單一直衍生出來的商品，主要為滿足投資人不同的需求。三、而基金公司現在已不單單等上架，被動等資金進來；而是主動爭取機會合作全權委託保單，創造更多可控制之利潤；或是量身訂做保單都是未來之趨勢。

關鍵字

銀行保險；競爭優勢；關鍵成功因素；投資型保單；全權委託

並列摘要

In recent years the globalization of financial integration of the wind and the financial holding company to implement and other factors have a great impact on the development of of Life Insurance channel. Not again, the operating performance of the various life insurance companies along with the ups and downs of the access road performance source reordering of the traditional sales through the network advantage. Bancassurance is also slowly rise, especially the annuity savings insurance and investment-type policies in recent years beyond the performance of life insurance companies; Bancassurance also bring the majority of the contribution of bank profitability. Investment-type insurance policies combine life insurance protection and investment banking functions from the insurance of goods into financial instruments, investment-oriented insurance from the introduction in 2001, becoming the mainstream insurance market goods. However, investment-type insurance policy total premium in the financial tsunami has declined significantly, but in recent years began to pick up the new lease premium income in 2009, bancassurance accounted for the first time in more than 50 percent to 63.15 percent, setting a new contract premium of the bank channel a new high; 2011 annual investment of premium income of 138.9 billion, 75.7 billion yuan over the previous year's growth of nearly 84 percent, more than double the previous year. Bancassurance has become an important channel of the source of the most important results of today's life insurance companies. The current investment-oriented products are highly competitive, investment-type insurance policy linked to the subject are combined with the new trend of ever-changing, especially with the fund company packaged in line with the subject matter of the investment people want, and selling guarantee. Link the subject of investment-type insurance policies from the past structure bonds to fund platforms and discretionary Bancassurance sales of investment-type insurance policy mode while single premium for the largest. Insurance information, investment-oriented insurance insurance from the bank on behalf of pathway for the first time beyond the life insurance companies, the ratio of 2.79:1. Through the case study method, interviews with bank insurance on the middle and lower reaches of related pathways, including the Bank of "T", "A Life Insurance Company, the" I fund companies "understand the current situation of the China's banking and insurance business, to understand the future investment policytrends. This research was supported by the following findings: 1. The current sales of investment policy of the bank because of the high fee income and bonus features, Financial Consultant Trust platform and then will buy the customers of the fund, cited lead to investment-oriented policy and investment-oriented policy platform for innovation, and the introduction of multi-of the subject, then get the customer's identity. 2. Various life insurance investment type insurance policy intense competition, the introduction of features and low-cost platform for natural selling guarantee, and then snatch the investment market pie. Single premium installment payment of dynamic lock; received after the former received; to the subject of the core satellite from the subject of a basket of investment-oriented policy has been derived from the goods, mainly to satisfy investors' different needs. 3. The fund company is now not only such as shelves, passive funds come in; discretionary policy but take the initiative to seek opportunities for cooperation, to create more profit can be controlled; or tailor-made insurance policies are the future trends.