壽險公司發展銀行保險通路策略之研究

A Case Study on Bancassurance Channel of Life Insurance Firms

謝淑琦(Shu-Chi Hsieh)

指導教授 ： 李雨師 ； 吳文傑

中原大學/商學院/企業管理研究所/碩士(2013年)

https://doi.org/10.6840/cycu201300893

摘要

近年來，因低利率環境、消費者需求改變與金融結構的改變，銀行保險的初年度保費收入與市佔率已超過傳統業務員通路，成為我國壽險業最主要的銷售通路來源。因此，銀行保險議題成為近來熱門的研究主題，但過往研究多在於比較金控或非金控發展銀行保險經營績效的分析，或探討銀行保險通路與傳統業務員通路之交易成本、競爭優勢等，對於壽險公司發展銀行保險通路如何選擇治理機制以及深化與銀行合作關係緊密度探討，甚少著墨，因此，本研究以交易成本與移動彈性，探討個案公司選擇銀行保險治理機制，並且從競爭者分析與通路衝突探討如何與銀行建立合作關係，以提高業務績效。在研究設計方面，本研究採個案研究法，以非金控背景之壽險公司為研究對象。
研究結果發現：（1）「金融機構間的策略聯盟」進入成本與退出障礙低，對於想要進入銀行保險的壽險公司，是一種比較容易進入的方式。但事後需做好與銀行合作關係管理，避免事後監督成本過高或造成套牢風險。（2）「金控之共同行銷模式」對壽險公司而言，事前成本與事後轉換成本高，相較於策略聯盟的移動彈性低。（3）從銀行觀點，不論是否具金控背景之銀行，均認知與壽險公司資源相似性低，然而是否具金控背景則會影響銀行對於壽險公司的市場共同性高低程度的差異。（4）從銀行觀點，合作壽險公司具有金控背景，將使銀行存有與對方通路衝突的疑慮。（5）壽險公司與銀行的合作關係中，依合作銀行是否具金控背景、該金控是否有壽險子公司，而採取不同的作法，例如增加本身的移動彈性，或降低銀行移動彈性，或提高銀行對壽險公司的依賴程度，以增加彼此合作關係緊密程度。

關鍵字

交易成本 ； 通路衝突 ； 競爭者分析 ； 銀行保險 ； 移動彈性

並列摘要

In recent years, First Year Premiums has become the major source of revenue which overpasses the revenue generally generated by sales people through traditional channel in our domestic insurance sector, due to the combination effects of the lower interest rate and ever shifting of consumer demands and the structural changes of financial institutions. Thus, Bancassurance has become a popular topic in research, however, most of researches on bancassurance for both financial holding company (FHC) and Non financial holding company (NFHC) have mainly been focused on the comparisons of operating performance, transaction costs and competitive advantage through both new and traditional sales channel. On the other hand, there is hardly any research covering the insurance company entering the bancassurance field. Thus, this research is about how an insurance company shall go about to selecting governance mechanisms and cooperating tightly with banks by making example out of transaction cost, mobility of flexibility. Furthermore, it covers the research of competitor analysis and conflict of channel in which demonstrates how both insurance company and bank can build a close bond together and increase their sales performance. As for the architect of this research, the object is a life insurance company which is neither FHC nor NFHC.
The discoveries of research: (1) “Strategic alliance among financial institutions”-both enter barriers and exit barriers are low for those life insurance firms intend to enter bancassurance field, however, they must maintain their relationship with banks with cares to prevent possible increase of monitoring & coordination cost or the risk of fund being held. (2) “The model of joint sales of financial holding company”-the initial cost and switching costs are both higher than “Strategic alliance among financial institutions” for most of life insurance firms. (3) From the point of view of banks whether with FHC or NFHC background, the similarity of resource (RS) with life insurance firms is very low. But, with FHC background, their commonality of market (MC) with life insurance firms will somehow be affected in some degree. (4) From the point of view of bank, any life insurance firm with FHC background will raise the doubt of channel conflicts. (5) Generally, the pattern of cooperation between life insurance firms and banks will vary depend on whether or not the bank has FHC background, especially if that FHC possess a sub company which is also in life insurance business. Types of cooperation will be adjusted accordingly as long as both parties could achieved such: tighten the bond between both parties through cooperation, increase life insurance firm’s mobility flexibility, decrease the bank’s mobility flexibility or increase the dependence of bank to particular company.

並列關鍵字

Competitor analysis ； Channel Conflict ； Mobility of Flexibility ； Transaction cos ； Bancassurance

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