銀行保險業之競爭優勢分析─以T公司為例

近年台灣經濟及金融市場面臨變革，過去台灣金融法制規範屬於分業經營，而國內主管機關為加強金融機構之競爭力於2001年7月發佈「金融控股公司法」，2003年6月發佈「銀行、證券商及保險等機構合作推廣他業商品或提供相關服務規範」，從此金融業可跨業經營，金控業者可同時經營保險、銀行、證券、投信、投顧、期貨等業務發揮其綜效，為了增加金融體系經營能力，綜合性的財富管理服務成為必然之趨勢。而財富管理業務當中以銀行保險發展最為快速。在98年度新契約保費收入中，銀行通路占比首度超過 50 %達到 63.15 %，去年更創下銀行通路新契約保費收入新高達65 %，顯示銀行保險對財富管理業務未來將扮演舉足輕重角色。本文旨在針對個案銀行發展保險業務進行個案競爭優勢分析，並利用SWOT分析之架構，探索個案銀行發展保險業務之願景，策略與價值所在；本研究發現個案銀行發展保險業務過程中在願景之引導下策略定位得宜，該績效表現在穩定增加之跨售金額上。個案銀行早在1996年發展保險業務，而未來亦將繼續以創新流程與經營客戶作為發展保險業務之重點，以維持其競爭優勢。

關鍵字

銀行保險； SWOT分析；競爭優勢

並列摘要

In recent years, the economic and financial market of Taiwan has been facing changes. Strengthen the competitive ability of financial institutions, the domestic administrative authorities promulgated the “Financial Holding Company Law” in July of 2001, and then promulgated “Rules for jointly promoting products or providing related service” in June of 2003.Hence, financial institutions are allowed to undertake cross-financial industry operations. Financial holding companies reach its synergy by cross-operations of insurance, banking, securities, investment trust, investment consulting and futures. To enhance the ability of financial system’s operations, comprehensive wealth management services are becoming the trend. And Bancassurance is the fastest developing in wealth management services. Bancassurance channel premium income not only passed 50% of the total insurance premium but also reached 63.15% of the total insurance premium in 2009. It also hit the record high 65% of the total insurance premium. It has reflected that Banc assurance plays the vital role of wealth management in the future. This study adopts the case of the company to analysis the competitive edge of development of Bancassurance. In addition, the SWOT analyze is conducted for the development of Bancassurance study to explore vision, strategy and value of the company. The results indicate that the performance of cross-selling stably on increased the sales amount with vision guiding and appropriate strategies. T Finical Holding Company started its Banc assurance in 1996.Continuous innovation process and customer relationship management in insurance development will help the company keep its competitive edge in the fiture.