臺灣博碩士論文加值系統

銀行業近年來，在自由化風潮下逐一解除管制，新商品及新競爭對手的進入障礙消失後，銀行的傳統業務之利差來源不斷受到壓縮而呈現逐年遞減的趨勢；自1991年政府開放新銀行設立開始，國內銀行業就已面臨了一個高度競爭的新局勢。銀行業除了要面對同業間激烈的競爭外，更要與異業對抗來消除將面臨持續生存的壓力。
T銀行藉由成立T保險代理人公司經營銀行保險，帶來了高手續費收入好處，由於金融市場的資金浮濫，銀行保險適時消化存款資金，T銀行成立保險代理人已然為目前金融業所群起效尤，因此銀行透過保險代理人的制度輔助銀行保險的銷售已完全進入銀行保險的戰國時代。
T銀行在銀行通路為提升更高的市佔率，除了運用眾多的行銷通路及促銷策略，在產品方面剛開始銷售短年期儲蓄險之外，現在也已經開始以銷售投資型保單為主，但面臨到人員的異動，保險顧問的良莠不齊及產品較不銷售造成銀行理財專員銷售意願低落的問題，最後還是會偏向銷售同質性較高及較易銷售的金融商品。

Under the trend of financial liberalization, many controls in the banking industry have been lifted in recent years. As the entry obstacles for new products and new competitors have been removed, the profit sources of traditional banking businesses would constantly be compressed and decline year by year. Thus, since new banks were permitted to set up by the government in 1991, the domestic banking industry has entered a highly competitive era. In face of macroeconomic tendencies, emergence of crises, impact of market competition, modification of laws (such as Financial Holding Company Act), and structural changes of the industry, the banking industry not only has to cope with competitors but also needs to resist others industries so as to eliminate the pressure of survival.
By establishing an insurance agency company, T Bank offered insurance services (bancassurance) to generate high revenues from handling fees. The excessive funds in the financial market were also adequately digested by bancassurance. Now, T Bank’s institution of an insurance agency company has become an example for other competitors in the financial industry. Thus, all the banks have entered the Warring States Period to promote the sales of bancassurance through the insurance agency system.
In order to expand its market share, T Bank has applied numerous marketing strategies and promoting tactics. In the aspect of product promotion, it sold year-term deposit insurance products in the beginning. Now it is focusing on the investment type of insurance products. However, due to the replacement of personnel, uneven insurance advisors, and low intention of financial specialists to sell unattractive products, financial specialists will finally tend to promote more homogeneous and easy-to-sell financial products.

中文摘要　．．．．．．．．．．．．．．．．．．．．． iii
英文摘要　．．．．．．．．．．．．．．．．．．．．． iv
誌謝辭　　．．．．．．．．．．．．．．．．．．．．． vi
內容目錄　．．．．．．．．．．．．．．．．．．．．． vii
表目錄　　．．．．．．．．．．．．．．．．．．．．． viii
圖目錄　　．．．．．．．．．．．．．．．．．．．．． ix
第一章　　緒論．．．．．．．．．．．．．．．．．．． 1
　　第一節　　研究背景．．．．．．．．．．．．．．． 1
　　第二節　　研究動機．．．．．．．．．．．．．．． 3
　　第三節　　研究流程．．．．．．．．．．．．．．． 3
　　第四節　　研究目的．．．．．．．．．．．．．．． 4
第二章　　文獻探討．．．．．．．．．．．．．．．．． 5
　　第一節　　銀行保險的定義．．．．．．．．．．．． 5
　　第二節　　銀行經營壽險業務之模式．．．．．．．． 6
　　第三節　　行銷策略的探討．．．．．．．．．．．． 8
　　第四節　　銀行保險成功的利基．．．．．．．．．． 13
　　第五結　　保代與銀行行銷策略理論架構．．．．．． 16
第三章　　研究方法．．．．．．．．．．．．．．．．． 18
　　第一節　　研究對象．．．．．．．．．．．．．．． 18
　　第二節　　個案研究方法．．．．．．．．．．．．． 19
　　第三節　　資料來源與彙整．．．．．．．．．．．． 19
　　第四節　　資料分析的方法．．．．．．．．．．．． 20
第四章　　個案分析．．．．．．．．．．．．．．．．． 22
　　第一節　　個案公司介紹．．．．．．．．．．．．． 22
　　第二節　　Ｔ保代的行銷策略．．．．．．．．．．． 25
　　第三節　　Ｔ銀行與Ｔ保代間相互關係．．．．．．． 34
　　第四節　　Ｔ保代與Ｔ銀行成功的利基．．．．．．． 38
第五章　　結論與建議．．．．．．．．．．．．．．．． 43
　　第一節　　結論．．．．．．．．．．．．．．．．． 43
　　第二節　　建議．．．．．．．．．．．．．．．．． 44
　　第三節　　研究限制與未來研究建議．．．．．．．． 45
參考文獻　．．．．．．．．．．．．．．．．．．．．． 47

參考文獻
一、中文部份

T銀行網站[線上資料]，來源：http：//www.taishinbank.com.tw。

中華民國保險代理人商業同業公會網站[線上資料]，來源：http：//www.ciaa.org.tw。

李運元(2003, February)，以商業銀行為基礎之金融控股公司經營銀行保險之行銷競爭優勢研究，國立交通大學管理學院研究所未出版之碩士論文。

余慎美(2000)，我國銀行跨業兼營保險態度與現況研究，私立逄甲大學保險學系研究所未出版之碩士論文，112。

凌氤寶(1999, June)，保險業跨業經營之研究。

陳明哲(2004)，由歐美經驗論銀行與保險之聚合在台灣可能的發展，保險實務與制度，3(2)，141-162。

現代保險雜誌(2007, May)，吳鴻麟，銀行保險在台灣的3次蛻變，第221期，36-39。

黃俊英(2000)，行銷管理－策略性觀點，台北：華泰文化事業公司。

黃俊英(2001)，行銷學的世界，台北：華泰書局。

賴一豪(2002)，銀行保代之研究－專屬代理與普通代理之策略選擇，私立淡江大學保險學系保險經營碩士班之未出版之碩士論文。

謝坤明(1999)，銀行業兼營保險業務之探討，保險資訊，第161期，18-24。

二、英文部份

Baker, W. A., (1990). Market Networks and Corporate Behavior. American Journal of Sociology, 96, 589-625.

Dave McDaniel (1996), Bancassurance Lessons From Abroad. Best Review, Life/Health.

Eisenhanret, K. M. (1998). Building theories from cas study research. Academy of Management Review, 14(4), 532-550.

Ferrell, P. (1989). Marketing. Boston:Mifflin.

Gora, J. C. (1997). Bancassurance: Positioning for Affiliations. Life Office Mnangement Association (LOMA).

Kotler, P. (1988). Markting Management: Analysis. Planning, and Control. (7th ed.). Prentice Hall Englewood Cliffs.N.j.

Kotler, P. (1988). Markting Management: an Asian Perpective. Prentice Hall.

Kotler, P. (1991). Markting Management: Analysis. Planning, and Control. (7th ed.). Prentice Hall Englewood Cliffs.N.j.

Kotler, P. (1997). Marketing Management: an Asian perspective. Prentice Hall.

Leavitt, H. J. (1976). Applied Organization Change in industry. InJ.G March (eds).

McDaniel, D. (1996, June). Bancassurance lessons from abroad. Best’s Review, 97, 22-31.

Pfeffer, J., & Salancik, G. R. (1978). The External Control of Organizations: A Resource Dependence Perspective. New York: Harper and Row.

Violaris, H. (2001). Bancassurance in Practice[Online]. Available: World Wide Web:http://www.marclife.com/pdf/banc.pdf

Yin, R. K.(1994). Case Study Research: Desigh and Methods (2nd ed.). London, LA: sage.