摘 要 近年來銀行保險通路之蓬勃發展,不論是對銀行業還是保險業,都有重要的貢獻和地位。近年來,由於金融市場變動過大加上處於低利率中,購買儲蓄型商品變成了替代銀行定存的理財方式,因此儲蓄型商品逐漸成為銀行商品通路吸引顧客的主力商品。銀行保險商品的未來發展需要持續觀察,本研究將對「兩岸地區銀行保險商品之現況及未來展望」進行探討,希望能提供銀行業與壽險業之行銷經營參考。 本研究目的歸納出以下四項: 1、提供兩岸地區保險金融業訊息之參考,使其能針對銀行保險商品加以改革、創新,提高銷售績效。 2、檢視兩岸地區銀行保險商品現況,加以分析利弊後,對於不適合之商品提出改正建議,提供保險業者改善之參考。 3、將兩岸地區銀行保險資料加以整理及分析,供日後對以相關議題關注之人士,做為研究之參考資料,或是做更深入之探討。 就以兩岸地區銀行保險市場的發展現況,透過文獻探討,分析現行 市場的實務問題;提出適合兩岸地區銀行業和保險業的建議:1.對銀行業的建議:保險商品以年金保險、保障型保險商品為主。2.對保險業的建議:保險公司作為產品的設計者,應依銀行保險客戶的實際需求設計出針對性的保險產品,以區別於銀行的其他理財產品,解決產品銷售衝突和同質化問題,增加客戶對銀行保險產品的認同。3.綜合建議:(1)精緻-附加服務加質不加量,(2)全能-全方位服務(3)數 位科技化-加速傳輸與聯繫。 關鍵字:銀行保險、保險商品
In recent years, the bancassurance channel has become flourished, making a great contribution to the development of the banking industry and insurance industry. Since the huge fluctuation in financial markets and the low interest rates, saving deposited commodities have gradually replaced bank deposit and became a popular financial management method. Thus the saving deposited commodities is increasingly regarded as major commodities for the bancassurance to attract customers. A continuous observation on the future development of bank insurance products remains necessary. This research would discuss about the current situations and prospects of the bancassurance commodities in both sides of Taiwan Straits, for the references of marketing operations in the baking industry and insurance industry. The four purposes of this research are summarized as follows: First, offer references of financial information in both sides of Taiwan Straits, implement reform and innovation on bancassurance commodities, and improve the sales performance. Second, inspect the current situations of bancassurance commodities in both sides of Taiwan Straits. After the analysis on the advantages and disadvantages, we would put forward suggestions to correct the unfitting product, and offer references of further improvement for the insurance industry. Third, organize and analyze bancassurance information in both sides of Taiwan Straits. The information would be taken as research references for people concerned with relevant issues, or for a deeper discussion in the future. Take the status of development of cross-regional bancassurance market, through literature review, analysis of practical problems in the current market; propose areas for cross-strait banking and insurance advice: 1. Banking advice: Goods Insurance of annuity insurance, security - Insurance commodity-based, 2. Recommended that the insurance industry: the insurance company as a designer product, it should according to the actual needs of banking and insurance customers to design specific insurance products to financial products different from the other bank, to resolve the conflict of product sales and homogenization, increase customer bank insurance product recognition. 3. Comprehensive proposal: (1) Fine - plus additional service quality and not increase the amount of (2) The Almighty - Full Service (3) Digital technology - accelerated transfer contact. Keywords: bancassurance; insurance commodities
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