從銀行業角度探討銀行保險之發展現況

From the perspective of banking industry to discuss current situation of the development of bancassurance

陳鴻毅(Hong-yi Chen)

指導教授 ： 施懿純

朝陽科技大學/管理學院/保險金融管理系/碩士(2013年)

摘要

自2001年通過「金融控股公司法」以來，銀行保險市場隨之蓬勃發展，銀行保險通路亦日趨重要，在2009年壽險業初年度保費收入所占比例，銀行保險通路占63.15%正式超越傳統壽險業務員通路。
本研究使用深度訪談法，研究對象為三方架構下之銀行保經代公司，個別訪談四傢俱代表性之銀行保經代公司之高階主管，訪談主題分為商品選擇偏好、通路優勢、糾紛釐定、銷售策略、現行法律規範與限制，針對主題加以分析整理，從銀行業的角度瞭解銀行保險通路業務發展現況。
本研究發現，銀行業在商品選擇偏好上會隨著市場需求而調整，注重創造附加價值，形成商品區隔；銀行既有客戶是銀行保險通路最大的優勢；糾紛釐定方面，隨著金融消費評議中心成立，權責劃分更加明確，保經代公司第一線處理，母銀行有協助義務，協商時保險公司亦需參與；銷售策略上注重客戶名單管理，依客戶需求提供適合之商品；現行法律規範和限制方面，「個人資料保護法」實施後，對銷售影響不大，但後續服務問題影響較大。短年期商品銷售限制，短期上業務多少受到影響，可透過產品轉型逐漸淡化影響。

關鍵字

保險代理人 ； 保險經紀人 ； 通路 ； 銀行保險

並列摘要

Ever since the enactment of the Financial Holding Company Act in 2001, bancassurance has grown prosperously as a significant segment for the local insurance market and its role as a distribution channel has also proved to be more and more important. In 2009, 63.15% of all life insurance industry’s first year premium came from bancassurance, marking the year a milestone for bancassurance to formally exceed the traditional sales agency channel.

　　With in-depth interviews, the study aimed at the intermediary companies invested by banks under the tripartite model. Top executives from four such representative companies were interviewed individually to express their opinions on product choice preferences, channel advantages, dispute resolution, sales strategies, and the existing legal norms and restrictions. Further analysis of their opinions were then collated to present the current development of bancassurance as a distribution channel, from the viewpoint of the banking industry.

　　It is the findings of this study that: (1) banks prefer to adjust their product choice with market demand, and they place importance on creating added value to form their product segmentation; (2) the existing clients are the biggest advantage for bancassurance as a channel; (3) as regard to dispute resolution, with the establishment of Financial Ombudsman Institution, a clearer division of responsibilities is implemented as intermediary companies handle first-hand disputes, banking headquarters obliged to assist, and insurance companies requested to attend the negotiation; (4) in sales strategies, customer lists management is emphasized to provide suitable products that meet their needs; (5) as for existing legal norms and restrictions, Personal Information Protection Act does not have much influence on sales, but it does on follow-up service. For short-term product limitation, business is affected to a certain degree, but it will not last long, for its influence can be lessened through product transition.

並列關鍵字

insurance agency ； insurance broker ； channel ； bancassurance

參考文獻

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