台灣外商壽險公司發展銀行保險之競爭優勢 與關鍵成功因素

THE COMPETITIVE ADVANTAGES AND KEY SUCCESS FACTORS SDTUDY OF BANCASSURANCE IN TAIWAN FOR FOREIGN LIFE INSURANCE COMPANIES

李衍煌(Yen-Huang Lee)

指導教授 ： 梁世安

共同指導教授 ： 方文昌

國立臺北大學/商學院/國際財務金融碩士在職專班/碩士(2008年)

摘要

台灣在經歷亞洲金融風暴及加入世界貿易組織後，政府為了降低其對台灣金融市場造成的衝擊，開始加速金融自由化、國際化的改革，以提升市場競爭能力及運作效率。2001 年相繼通過金融控股公司法及保險法修正案，取消限制跨業經營的法令，讓銀行、保險、證劵可合資經營、跨業整合，成為金融發展的新趨勢。此時保險業面臨市場漸趨飽和，另一方面也因利率不斷下降導致保費調高，使得傳統業務員銷售困難；而銀行業方面則因市場過度競爭及利差逐漸縮小，因此；銀行與保險的結合，為雙方創造了新的利基。
銀行保險於1970 年起源歐洲，台灣則是從2001 年才開始發展銀行保險，初期開始幾乎都是外商壽險公司建立與銀行合作。國內從1987 年起，陸續開放外商壽險公司來台設立，有些外商壽險公司專門以發展銀行保險為主，在面對國內大型金控集團及公股持有的保險公司，外商壽險公司如何經營才能在激烈的市場中勝出，其競爭優勢
及關鍵成功因素為何？本研究在理論架構上以資源基礎論Resource Based Theory）為基礎，以探討外商壽險公司之競爭優勢來源及與銀行合作之關鍵成功因素。
研究結果顯示，外商壽險公司經營銀行保險時，與同業之競爭優勢來源主要為公司的形象及知名度、商品的設計能力、專業協助及訓練、合夥關係、行政資訊支援能力等，而在與銀行合作關鍵成功因素部份，依其重要性分別為銀行高層的支持、保險公司形象、競爭性的商品、分行經理的配合、訓練的落實、行政支援等。
綜合上述研究結果，欲進入銀行通路，除必需衡量本身的核心競爭能力外，與銀行如何共同擬定業務整合及市場區隔策略，以形成對手短期內無法超越的障礙，才能在激烈的市場中勝出。

關鍵字

銀行保險、競爭優勢、關鍵成功因素

並列摘要

After going through the financial crisis and joining the World Trade Organization, the
Taiwan government started to speed up its liberalization and internationalization in finance
and banking in order to lower its impact on Taiwan financial market, which may also
advance its ability of competition and its efficiency. In the year 2001, the legislature passed
the bill “Law of Financial Holding Company” and “the Amendatory Acts of Insurance” and
cancelled the limited cross-selling of banks, insurance companies and securities firms to
joint venture or integrate in the hope of offering an even more comprehensive service and
products. This has become a new trend in the field of finance management. Meanwhile,
insurance companies are facing a tougher situation of market developing, on the other hand,
the insurance brokers are having difficulties of signing more policy-holders with the rate of
insurance premium getting higher and higher, which is caused by the lowering of interest
rate. Also, Banking industries are gaining less profit and niche because of over-banking and
marketing keen competition. In consequence, the combination of banking and insurance
will create new niche for both parties.
Bancassurance derived from Europe in 1970, while there wasn’t such a business in
Taiwan until the year 2001. Actually, it was some foreign insurance companies that started
to develop the bancassurance in Taiwan in initial stage. Then, since 1987, the government
has opened its local market to the establishments of foreign insurance companies. Some
companies focus on developing banking insurance, but how can foreign insurance
companies excel all the others in such a keen market competition when they are in face of
large financial holding companies and those funded by government share. This study is, in
theoretical structure, based on “resource based theory”, tracing the source of the edge which
foreign insurance companies hold and the key success factors of cooperation between
IV
banks.
The result of the study reveals that when they are in competition with other insurance
companies, what their main niche is – good image and publicity, capability of product
design, professional assistance and training, contract relationship, information system for
business and so on. Yet, in terms of the key success factors cooperation with banks, in the
order of importance, they are the support from the upper management, the image of the
insurance company, competitive products, the coordination of branch managers, the
implement of training and administrative support, etc.
According to the above result, before adopting the marketing approach of banking,
companies have to assess their core capability in competition, and then draw up a plan or strategy of business integration and marketing division, which must ensure that competitors or rivals won’t surpass the barrier. By doing so, companies are able to gain success in the fiercely competitive market.

並列關鍵字

Bancassurance, Competitive Advantage , Key Success Factors

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