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人壽保險業經營銀行保險之研究

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(1)國 立 政 治 大 學 商 學 院 經營管理碩士學程風險管理與保險學組 碩 士 論 文. 人壽保險業經營銀行保險之研究. 指導教授:林建智 博士 研究生:王寸久. 中華民國九十二年七月.

(2) 摘要 銀行保險在歐美已盛行多年且深具實效,然在台灣可說是方興未艾。 壽險與銀行業者於兩岸相繼加入世界貿易組織後,經營上均面臨整體 環境的挑戰。從事銀行保險,如能充分發揮雙方優勢,似能為消費者、 壽險及銀行三方帶來利益。. 本文首先探討銀行保險於外國之發展經驗與成功因素,繼以研究國內 壽險業與銀行業乃至金融控股公司現況,並自實務面闡述進行銀行保 險行銷活動之各項要素,以及目前業界已有之營運模式。此外,本文 亦探討保險仲介人於銀行保險之運用,評析壽險,銀行與保險仲介人 如何於產銷三方之互動中各取所需,以建立「三贏」之合作關係。. 最後,本文針對國內業界所經營之銀行保險業務得失,分析及總結問 題所在並提出建議對策,期能作為壽險業者經營銀行保險時之參考。. 關鍵字:銀行保險,保險行銷,保險仲介人,策略聯盟,金融控股公 司.

(3) Abstract Bancassurance has been implemented successfully at countries of Europe and North America, nevertheless it is still a booming business in Taiwan. Life insurers as well as banks are facing challenges from the change of macro economic environment after both Taiwan and the PRC had joined the World Trade Organization.. Entering into the Bancassurance. business to maximize both parties’ competitive advantage seems to be beneficial to all consumers, life insurers and banks.. This paper examines the experience and success factors of Bancassurance in some developed countries, followed by studying the current situation of life insurers, banks and financial holding companies in Taiwan, and explores the key points for implementing Bancassurance marketing activities and the existing operation models of the insurance industry. In addition, this paper also evaluates the insurance intermediary’s functions in the Bancassurance, analyzes how life insurers, banks and insurance intermediaries could satisfy each others’ needs during the interaction of three players, in order to build a “three-win” cooperative relationship.. At the final part, by reference to local life insurers’ lessons in operating Bancassurance, this paper analyzes and summarizes the crucial problems therein. Recommendations are submitted to the local life insurers as the reference for their operation.. Key words: Bancassurance, insurance marketing, insurance intermediary, strategic alliance, financial holding company..

(4) 謝 誌 進入職場逾二十年,不斷地成就工作目標之餘,或不免疑惑是否就此 停滯不前?惟當疑惑轉化為目標,自我學習與成長,遂成為無止息之 追求。. 當以往的知識變成今日的常識,當個人競爭力之定義一再相對地更 新;有幸進入政治大學經營管理碩士學程,研讀風險管理與保險相關 課業,誠屬個人近年來最大樂事。學程中,得自張士傑主任、林建智 博士及各位優秀教師的熱忱教學,不但解開工作上不同層次之疑問, 且得以連結實務與學術,開拓前瞻視野,個人實感受益良多。. 完成論文,可謂學程的一個里程碑。個人在此以最誠摯的心意感謝指 導老師林建智博士。林博士以嚴謹的精神從事學術研究,且以開明的 態度啟迪學生,追隨林博士治學,是個人絕難忘懷的經歷。本文亦承 蒙魏寶生司長,石燦明董事長與張士傑主任等長官先進不吝指教,期 臻完善,個人深為感佩。. 作為現代女性,來自家庭尤其是高齡雙親的支持與工作上同事們的鼓 勵,是個人始終堅持不輟的最大力量。個人也深慶得與本班風險管理 組諸位意氣相投的良友,互相切磋琢磨,走過這段歲月。. 謹此致上個人由衷感謝!. 王寸久 謹識 中華民國九十二年七月.

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