- 學位論文
銀行與保險代理(經紀)人公司之保險通路組織關聯性的個案分析-- 以第一銀行與第一保代公司為例
The Case Study on the Relationship between the Insurance Marketing Channels of the Commercial Bank and Insurance Brokerage Company of the FCB and the FIBC
摘要
自1991年政府開放新銀行設立開始，國內銀行業就已面臨了一個高度競爭的新局勢，而這種過度競爭的效應，於今全面體現。銀行業在面臨總體經濟趨勢及危機的呈現、市場及競爭力的衝擊、法律的修改(如金控法)與產業結構之改變下，銀行業除了要面對同業間激烈的競爭外，更要與異業對抗來消除將面臨持續生存的壓力。因此不得不發展多元化策略，在行銷上策略聯盟跨業行銷，如跨業行銷銀行保險；在組織上做調整若干狀況以因應不穩定事件的發生，如成立功能性事業單位等。這種需求的目的就是要提升競爭優勢，藉由提供客戶全方位的服務、降低成本、提高營運績效進而開拓新利機。 本研究以銀行因應環境產生組織改造與成立保險經代公司行銷銀行保險的關連探討與針對地區性與個案進行相關研究。為了深入描述銀行組織改造與保代公司因應銀行改造間的策略關係及其影響，因此本研就以個案方式呈現，並採用文獻分析與深度訪談法，選定第一銀行與其子公司第一人身保險代理人公司分析探討。從銀行組織改造的「組織面」、「人力面」、「技術面」與「文化面」等四個構面及保代公司在「商品面」、「佣金面」、「教育輔導面」等三個構面做策略上的因應，找出銀行保險在銀行與保險代理人公司間的最佳合作方式與成功模式。
並列摘要
The Commercial Banks have faced strong competition when the Taiwan government deregulated the bank law since 1991. Competition not only comes from their own counterparts but also from other financial institutions such as the insurance companies and independent insurance brokerage firms. To boost profits and service categories, various business strategies were conducted, such as offering life insurance sales over the counter, setting up subsidiary insurance brokerage firm etc., This case study is based on two regional divisions of the First Commercial Bank (FBC) and its subsidiary First Insurance Brokerage Company (FIBC). I focused on the functional relationships between the subsidiary insurance brokerage firms and the departmental organization subsided in the commercial banks. This case study is carried out by collecting of the insurance sales data and the conducting focused group discussion of bank clerks and managers. The best collaboration and successful model comes out from the studies of the bank organization and its functional change (including the organization change and associated human resources, technical and cultural sides of the new organization), and the subsidiary insurance brokerage service contents (including insurance products, product training and commission rebate to the bank clerks, etc.).
參考文獻
延伸閱讀
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- 毛登宏（2010）。壽險公司與銀行通路共同推動專屬保單個案分析-以T人壽為例〔碩士論文，淡江大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0002-1003201023422800
- 詹孟蓁（2016）。人壽保險公司與保險經紀人公司合作案例之探討〔碩士論文，淡江大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0002-0108201620333600
- 張達翔（2020）。在資本監管下人壽保險公司與銀行的互換違約風險定價行為之探討〔碩士論文，淡江大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0002-1307202010125600
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