以孫子兵法在產物保險競爭策略之研究─賽局理論之應用

A Study of Sun-Tzu Art of War on Property Insurance Industry’s Competitive Strategy－An Application of the Game Theory

許恒壽(Heng-Shou Hsu)

指導教授 ： 張宮熊

國立屏東科技大學/管理學院/企業管理系所/碩士(2009年)

https://doi.org/10.6346/NPUST.2009.00128

摘要

台灣的產物保險市場年營業額約1,100億，近幾年來由於產物保險業務經營上費率自由化的重大變革，且產險經營業者家數明顯過多，因此其市場競爭更趨激烈。產物保險公司的經營由於產品內容、保險費率皆大同小異，因此保戶大眾很難從保單商品中選擇最好及合適的保險商品，使得保險從業人員在與同業之競爭策略上迥異於一般行業。因此，產物保險市場的競爭，常是一番兩瞪眼贏者全拿的零和戰爭。
本研究是以台灣產物保險產業為研究對象，透過賽局理論模式為分析工具，探討在面對競爭激烈的產物保險業經營決策者，主要的競爭策略為何。分別以協調賽局之共保方式來避免相互殺價競爭；囚犯兩難賽局說明策略聯盟、整合性行銷在競爭策略的重要性；而應用福利賽局可為保戶與產險經營業者製造雙贏；另外，可透過保險經紀人公司行銷通路的合作賽局來提昇競爭力。
最後，再以孫子兵法始計篇在不同個案中予以應用，來探討產物保險市場之競爭策略，並依據賽局的推演分析，提出管理意涵與結論，以供相關經營決策者作為參考。

關鍵字

競爭策略 ； 孫子兵法 ； 賽局理論 ； 產物保險

並列摘要

The annually income of the Taiwan's property insurance industry is approximately 110 billion. In the past years, the tariff liberalization changes significantly in property insurance industry, and the number of the entrepreneur group grow too many excessively. Therefore the competitions in this industry change violently. The productions, the premium rate of the property insurance company are all mostly the same. Therefore the customers are very difficult to choose best and the appropriate insured goods. The competitions of strategy of sales in this industry are not the same business different with other industry. Therefore the property insurance market often falls in a zero-sum game.
This thesis takes Taiwan property insurance industry as the example to analyze the industry competition by Game Theory and the Sun-Tzu Art of War. A Coordination Game Theory to show the way avoiding a low price competition. A Prisoner’s Dilemma Game Theory explain a strategy alliance or a competition strategy. A Welfare Game may produce a win-win result. Moreover, the insurance broker company can play a Cooperative Game with insurance group to promote the competitive power through a strategy alliance.
Finally, I discuss competition strategy of the property insurance industry by the Sun-Tzu Art of War in different cases to obtain some management meanings. And the results of this thesis could be helpful to the policy-makers in this industry.

並列關鍵字

Competitive Strategy ； Sun-Tzu Art of War ； Game Theory ； Property insurance Industry

參考文獻

2.孔令民(2005)從企業策略觀點分析中外兵法思想-孫子兵法、戰爭論與五輪書之探討，碩士論文，中原大學企業管理學系。

Camerer, C. F., 1991, “Does Strategy Research Need Game Theory?” Strategic Management Journal, 12, pp.137-152.

Myerson, R., 1991, “Game Theory：Analysis of Conflict, Cambridge,” MA: Harvard University Press, pp. 163, 263, 321.

Saloner, G., 1991, “Modeling Game Theory and Strategic Management,” Strategic Management Journal, Vol. 12, Winter Special Issue, pp. 119-136.

一、中文