台灣壽險產業競爭優勢個案分析─以C公司為例

王業強(Yeh-chiang Wang)

指導教授 ： 滕曉雲

國立中央大學/管理學院/管理學院高階主管企管碩士班/碩士(2011年)

摘要

台灣壽險市場隨著經濟環境變遷與金融政策開放，已走向完全競爭，在歷經2001年通過金融控股公司法、2002年加入世界貿易組織(WTO)後，市場更趨向自由化與國際化，因此，壽險公司所面臨的競爭壓力已不再侷限於同業之間，其中銀行通路發展深深影響市佔率排名，而低利率的衝擊更考驗著壽險公司的經營效率，若各家壽險公司想在競爭激烈的環境中勝出，就必須掌握關鍵的競爭優勢。
目前有關保險業競爭力的研究文獻相當有限，且多以財務指標為主，有鑑於保險業亦屬於服務業的一環，而消費者乃企業競爭的標的，若能掌握消費者的心理，將有助於企業建構其競爭優勢策略。故本研究嘗試透過需求特徵分析，建構出壽險公司所能提供給消費者的主要、次要及附加需求特徵，並藉由消費者的回饋來瞭解壽險業的競爭優勢內涵，並分辨不同類型的壽險公司是否具備不同的競爭優勢與策略。
同時，本研究依消費者對各項需求特徵的重要性及滿意度，分析個案公司『具較多競爭優勢』、『具競爭優勢』、『具較多競爭劣勢』及『具競爭劣勢』之項目，以做為其資源配置之參考。畢竟，個案公司若要保持競爭優勢，則須透過增加消費者感受利益，與降低經營成本等手段，來擴大其經濟價值。最後，本研究期待透過消費者觀點，提供壽險經營業者不同的思考面向，除著重初年度保費收入的市場佔有率，更能將重點置於顧客經營與服務上，透過顧客感受利益的提升，進而創造企業競爭優勢。

關鍵字

competitive Advantage、The Analysis of Characteristics、First year premium

並列摘要

Along with economic environment change and financial policy deregulation, Life Insurance industry in Taiwan has become a perfect competition market. After legislating Financial Holding Company Act in 2001 and participating World Trade Organization (WTO) in 2002, the market of Life Insurance industry becomes more and more deregulated and globalized. Therefore, the pressure of competition that Life Insurance company is facing is not no longer restricted to the same companies. For example, the development of bancassurance channel deeply influences the rank of market share; the impact of low interest rate challenges business efficiency of Life Insurance company. Thus, a Life Insurance company would have to possess key competitive advantage so that it can be leader in this highly intensive environment.
The relevant researches of “The competitiveness of Life Insurance Industry” are rarely, and still focus on financial index. Due to Life Insurance Industry is a sub-industry of the Service, customer is all that matters. It can be profoundly helpful for a company to construct its competitive advantage, as long as it controls the feeling of customers. This research uses Analysis of Characteristics to identify target customers’ main characteristics, secondary characteristics and additional characteristic, combine with the feedback of customer to help us to understand the essence of competitive advantage, and try to figure out that if different kinds of Life Insurance company keeps different competitive advantage and strategy.(For example, life insurance company under financial holding company and non-financial holdings company.)
At the same time, this research uses the importance and satisfaction of consumers’ characteristics to analyze the scale of competitive advantages (ex, excessively or averagely above/below competitive advantage) of target companies as reference points for resource allocation. After all,if case company wants to sustain competitive advantage, they need to manipulate management skills such as increase customers’ product benefit and decrease operation cost to expand their economic value. Finally, this research expects to provide life insurance entrepreneurs a different thought through customer’s perspective –not only concentrate on the market share of first year premium, but also the customer’s experience and services we provide to enhance the customer’s positive feeling, and create the competitive advantage of the company.

並列關鍵字

競爭優勢 ； 需求特徵分析 ； 初年度保費收入

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