臺灣博碩士論文加值系統

銀行保險通路已成為壽險業主要的多元行銷通路之一，本研究希望以壽險公司角度來探討在國內銀行保險通路的經營策略，了解銀行持續合作意願的影響因素，善用低成本通路獲得穩定成長績效。並透過了解銀行保險通路的持續合作意願影響因素，來建議壽險公司如何調整銀行保險通路策略，而使壽險公司在銀行保險通路中扮演主導的角色。
透過社會交換理論及交易成本理論之探討，本研究結論為一、雙方關係對銀行的持續合作意願呈正向影響。二、壽險公司的承諾對銀行的持續合作意願呈正向影響。三、壽險公司的聲譽對銀行的持續合作意願呈正向影響。四、壽險公司的權力對銀行的持續合作意願無影響。五、銀行專屬(特殊)性投資之需求對銀行的持續合作意願呈負向影響。六、壽險公司的適應性對銀行的持續合作意願呈正向影響。七、壽險公司的彈性對銀行的持續合作意願呈正向影響。
管理實務上建議為一、壽險公司應與銀行高層建立及維持良好人際關係。二、壽險公司應與銀行共同開發保險商品。三、壽險公司應擴大銀行保險合作的利基。四、壽險公司應與銀行多角化合作。五、壽險公司應建立明確穩定的銀行保險經營策略。六、壽險公司應提供銀行完善教育訓練。七、壽險公司應提供良好的客戶服務。期望本研究能對壽險公司銀行保險通路策略有所助益。

關鍵字:銀行保險,壽險公司,交易成本理論

Bancassurance channel has become one of the key multiple sales channel for life insurance company. The continue cooperation intention of this research is to discuss the strategy of operating a domestic bancassurace channel from the life insurance company perspective；understanding the influential factors behind the bank’s continue cooperation intention and effectively using this low cost channel to sustain business growth. By considering the influential factors will help the life insurance company to adjust their bancassurance strategy and play the leading role in the bancassurance channel.

The paper is based on Social Exchange Theory (SET) and Transaction Cost Theory (TCT), the research concluded that: 1.the relationship between the life insurance company and the bank has the positive effect on the bank''s continue cooperation intention. 2.the commitment by the life insurance company has the positive effect on the bank''s continue cooperation intention. 3.the life insurance company’s reputation has the positive effect on the bank''s continue cooperation intention. 4.the life insurance company’s power has no effect on the bank''s continue cooperation intention. 5.the bank''s demand for the specific characteristics of asset has the negative effect on the bank''s continue cooperation intention. 6.the adaptability of the life insurance company has the positive effect on the bank''s continue cooperation intention.7.the flexibility of the life insurance company has the positive effect on the bank''s continue cooperation intention.

In practice, it is recommended that: 1.the life insurance company should build and maintain good relationship with the bank’s senior level staff. 2.the life insurance company should work with the bank to develop insurance products collaboratively. 3. the life insurance company should expand the bancassurance cooperative interest in the partnership. 4.the life insurance company should form a multilateral partnership with the bank. 5 the life insurance company should build a clear and stable bancassurance operation’s strategy. 6.the life insurance company should provide adequate training to the bank.7.the life insurance company should provide excellent customer service.

The research done in this paper is expected to help the life insurance company to form a successful strategy on their bancassurance operation.

Key words: Bancassurance,Life Insurance Company,Transaction Cost Theory (TCT)

目 錄
頁次
中文摘要 --------------------------------------------------i
英文摘要 -------------------------------------------------ii
致謝 ------------------------------------------------------v
目錄 -----------------------------------------------------vi
圖目錄 -------------------------------------------------viii
表目錄 ---------------------------------------------------ix
第 一 章 緒論 --------------------------------------------1
第 一 節 研究背景與動機 -------------------------------1
第 二 節 研究目的 -------------------------------------4
第 三 節 研究流程 -------------------------------------5

第 二 章 文獻探討 ----------------------------------------7
第 一 節 銀行保險概念 ---------------------------------7
第 二 節 壽險業之銀行保險商品 -------------------------9
第 三 節 國內壽險業之銀行保險市場分析 ----------------12
第 四 節 壽險業之銀行保險經營模式 --------------------22
第 五 節 歐洲壽險業之銀行保險經驗 --------------------28
第 六 節 社會交換理論 --------------------------------33
第 七 節 交易成本理論 --------------------------------42

第 三 章 研究方法 ---------------------------------------51
第 一 節 研究對象與樣本選擇 --------------------------51
第 二 節 研究架構 ------------------------------------54
第 三 節 研究方法 ------------------------------------55
第 四 節 訪談大綱 ------------------------------------57

第 四 章 個案分析 ---------------------------------------59
第 一 節 個案公司背景 --------------------------------59
第 二 節 個案公司訪談分析 ----------------------------63

第 五 章 結論與建議 -------------------------------------70
第 一 節 結論 ----------------------------------------70
第 二 節 實務建議 ------------------------------------73
第 三 節 研究限制與未來研究建議 ----------------------76

參考文獻 -------------------------------------------------77

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三、網路資料
1. 中華民國人壽保險商業同業公會網站 www.lia.roc.org.tw
2. 中華民國保險代理人商業同業公會網站 www.ciaa.org.tw
3. 中華民國銀行商業同業公會全國聯合會網站 www.ba.org.tw
4. 台灣經濟研究院產經資料 www.tier.org.tw
5. 財政部金融局網站 www.boma.gov.tw
6. 財政部保險司網站 www.insurance.gov.tw
7. 財團法人保險事業發展中心網站 www.iiroc.org.tw