銀行業經營銀行保險之策略分析

The strategy and development of the bancassurance operations for the banking industry

何易儒(Yi-Ju Ho)

指導教授 ： 賴本隊

朝陽科技大學/管理學院/保險金融管理系/碩士(2009年)

摘要

中文摘要
銀行保險在國外早已行之多年，也是保險主要銷售管道之一。此種銀行業跨業兼營保險業務的方式，最早起源於歐洲，在法國、西班牙、英國與義大利等國家都有不錯的銷售成績。因此，「歐洲經驗」成為銀行業跨業兼營保險所探討的主題與學習之對象。
近年來國內壽險市場因法令的放寬及金融機構併購風潮的帶動下，各銀行紛紛跨入保險銷售的領域。一方面滿足消費者對銀行一次購足的需求，另一方面也提高了銀行的手續費收入。
從86年銀行開始銷售保險業務起，到89年為萌芽的階段，銀行保險對整體保險市場的佔率只有1.5%。但是伴隨著各銀行陸續加入銷售保險業務的戰局，銀行銷售保險業務的保費收入逐年攀升，更於2008年對整體市場的保費收入佔率一舉超越50%，顯示出銀行銷售保險業務已能為大多數國民所接受，更將成為銀行重要的手續費來源之一。
因此引發筆者對銀行保險的深入探討，並將本論文分為幾個部份，分別說明如下：
一、將探討銀行保險的概念，作一詳細說明；再回顧銀行保險相關文獻。
二、就歐、美、日各國銀行經營保險業務之發展趨勢，作一深入探討；然後，針對本國銀行之總體環境變遷進行研討，歸納分析出環境變遷下銀行所受之衝擊與挑戰。
三、針對銀行跨足保險領域之競爭利基作一深入之分析，說明銀行跨足保險業務之經營型態。
四、分析2008年金融海嘯對銀行保險的影響，並提出實際數據，作深入之探討。
五、總結各章，歸納整理出本文結論；再就銀行保險未來的發展策略提出個人見解。
關鍵詞：銀行保險、一次購足

關鍵字

銀行保險 ； 一次購足

並列摘要

Abstract
Bancassurance was implemented in the international banking industry for many years, and also one of the main sales channels in the insurance market. Such cross business operation in banking industry originates from Europe and receives favorite response in countries such as France, Spain, Britain, and Italy etc. Accordingly, benchmarking the European experience of bancassurance has become a study subject widely investigated by researchers.
In recent years, as a result of that the government has loosen control over the insurance market and the trend of banking mergers, banks in Taiwan started to include sales of insurance as part of service provided. The purpose is to provide one stop shopping experience to customers from a bank and at the same time serves as an additional revenue source from the service charge.
From 1997 to 2000, the beginning stage of banks engaging in insurance sales, the market share of bancassurance in the whole annual insurance market was only 1.5%. As more banks enter the battle fields of insurance sales, the insurance premium of bancassurance increases rapidly. More to that, the share of bancassurance exceeded 50% total insurance premium in 2008, which demonstrates that Bancassurance has become widely acceptable by the general public and is expected to become a critical revenue source of service charge in banks.
Therefore, the researcher of the study targets to conduct an in-depth investigation in bancassurance. The present dissertation study is divided in sections as in the following:
1. Discuss the concept of the bancassurance in details and to review related literature regarding bancassurance.
2. Investigate in depth the development trend of the bancassurance operations in U.S.A., Europe and Japan, and followed by discussion and analysis on transitions of overall macro environment in Taiwan banking industry to conclude the impacts and challenges by the environment transitions faced by banks.
3. Analyze in depth the competition niche of bancassurance and explain the operation categories of bancassurance practices.
4. Analyze and discuss in depth the influence of the 2008 finance turmoil on the bancassurance supported by field data.
5. Provide conclusions and recommendations on the future development strategies of bancassurance according to previous study.
Keywords：bancassurance 、one stop shopping

並列關鍵字

one stop shopping ； bancassurance

參考文獻

4. 沈中華、張雲翔，「金融機構跨業經營及轉投資之利潤與風險：全球實證分析」，中央研究院經濟研究所經濟論文，第三十卷第三期，2002年。

15. 王鶴松，我國銀行業的現與未來努力方向，台灣金融財務季刊，第4 輯第4期，pp.123-143。

1. Bernard Doral,“Development of Bancassurance in Canada”, The Geneva Paper on Risk and Insurance, July 2002.

2. Gilles Benoist, “Bancassurance: The New Challenges”, The Geneva Paper on Risk and Insurance, July 2002.

5. Kenneth A. Carow, “Challenging Barriers between Banking and Insurance”, Journal of Banking＆Finance 2001.