- 學位論文
大陸保險行銷通路之研究-以銀行保險通路為例
Insurance Marketing Channels in China Study- for Example in Bancassurance Channels
摘要
中國大陸自1979年恢復發展保險業以來，隨著其經濟快速的成長，世界各國保險業者莫不虎視眈眈此龐大的潛在市場。隨著中國大陸加入WTO後，亦打開了此一市場，從1996年至2011年止，共有12個國家，28家外資保險公司進入，足見其市場之重要性。 開發一個陌生又競爭激烈的市場，適當的通路是決定成敗的關鍵。回顧世界保險業歷史，可知銀行保險通路是目前的主流通路。于世界各地行之有年，併發展出4種主要的模式，隨著各地法令規章有著不同的運作。 因應兩岸局勢的發展，本文以質性研究為取向，採用文獻分析、歷史研究、深入訪談等三種方法，針對中國大陸銀行保險通路進行研究。研究後發現，現階段中國大陸的銀行與保險公司競相以入股方式爭取主導銀行保險通路的地位。回顧臺灣銀行保險通路史，筆者認為欲前進中國大陸市場的壽險業者，應在中國大陸未施行金控法前提前進行銀行保險通路的佈局，才能在未來佔有一席之地。 關鍵詞：兩岸、行銷通路、銀行保險、壽險
並列摘要
Mainland China since 1979 to restore the insurance industry, along with its rapid economic growth, the world eyeing the insurance industry who did this huge potential market. With mainland China's accession to WTO, has opened this market, from 1996 to 2011 only, a total of 12 countries, 28 foreign insurance companies to enter, which shows the importance of the market. Develop a strange but highly competitive market, the appropriate path is to determine the key to success. Recalling the history of the world's insurance industry, we can see bancassurance channel is the mainstream path. Around the world for several years, and developed four main patterns, with the local laws and regulations have different operations. In response to the development of cross-strait situation, this paper qualitative research approach, using document analysis, historical research, in-depth interviews and other three methods, bancassurance channel for mainland China to study. Study found that, at this stage in China's banks and insurance companies have to compete with leading banks and insurance shares approach path for the position. Looking back at the history of bancassurance channel, I want to move that the life insurance market in mainland China, should not the Chinese mainland for the implementation of Bank Holding Act in advance of the layout of the insurance access to this market in the next place. Keywords：Sides of marketing channels, Banks, Insurance, Life insurance