人壽保險公司與通路銀行競合案例之探討-以T保險公司為例

本研究目的，旨在運用競合理論重新解構目前的壽險業者與其銀行通路之間的競合關係，個案訪談法的採用協助本研究能盡量以深入淺出、實務的角度，了解目前業界在此互動關係的看法與實際做法。研究結果發現，壽險業與銀行通路本為合作，更為互補(P:參與者)，許多競爭關係的出現其實來自於人性的想像；再者，應善用業務同仁的行動力提高顧客的知覺價值(A:附加價值)，並依循金融控股法之規範守法互動(R:規則)，善用差異化服務，盡量聚焦在特定壽險產品的販售上(S:範疇)，以期能提高壽險產品的差異性(T:戰術)，為此，才能整體提升保險公司在此競合關係中的競爭優勢!

關鍵字

壽險；銀行通路；競合理論；個案分析法

並列摘要

This study is aim to explore the co-opetition relationship between life insurance company and bank channel by based on the theory of co-opetition. Case study is adapted for analyzing since this methodology is easy to understand complicated phenomenon. The results show that the relationship between life insurance company and bank channel is complementary than partnership (P: Participants). Actually, competition comes from the imagination from people. Furthermore, well utilizing the capability from sales person to maximize customer value (A: Added value) and follow the regulations of the government (R: Rules) are critical. Well diversifying the life insurance products to promote their differences, which is the dominant way to strength the competitive advantages under the co-opetition age!