臺灣博碩士論文加值系統

金融業將進入新紀元，台灣為因應國際性金融財團的競爭，於九十年十一月通過實施金融控股法，將銀行、保險、證券合併統合經營，提供消費者全面性的金融服務，「一次購足」的消費觀念隨之而興。因為金融環境的大幅變動，為壽險市場投下不可預期的影響變數，壽險商品的行銷策略亦因而產生重大變革。

近些年來，保險行銷管道多元化之風盛行，民眾要購買保險，除了找傳統業務員之外，還可向保險經紀人、代理人公司投保，甚至透過網路、銀行、證券公司、ＤＭ、信用卡、電話等非傳統投保通路。其中銀行業動作積極，亦締造出極高的保費收入。綜觀市場狀況，銀行保險的趨勢已難阻擋，而歐美銀行保險的成功，相對所帶來的可觀利潤，更加速了台灣銀行保險之進行。

以現階段而言，銀行的客戶遠遠超過保險公司的保戶，保險公司必想藉助銀行的客戶來發展本身多元行銷管道，除了銀行對客戶的財務狀況較易掌握與了解外，而客戶對銀行的信任度高，較不會斷然拒絕行員善意的接觸，且一般客戶的認知上，銀行行員的社會地位較保險業務員高，客戶認為銀行行員較具金融理財相關知識，而社會大眾也對理財興趣與重視程度高於保險，是故銀行行員較容易以「財務配置」的觀念向客戶推薦保險商品。

銀行行員在此風起雲湧的舞台佔據了極具重要角色，在銀行行員不熟悉保險這塊市場，但因金融機構策略性之因素，他們站在第一線與保險業務員爭戰，他們的心態與訴求是如何呢﹖又對此階段的保險生態環境掀起何種巨浪呢﹖此種種的影響就成為本文研究之動機。
本研究經實證可得下列結論：
一、在抽樣的受訪者中多數的銀行員工佔61.5%大都能接受銀行體係兼營保險業務，不接受與反對者佔38.5%。
二、認知態度
(一)銀行員工對銀行體系兼營保險業務，依據受訪者問卷之調查，其態度大都表現接受之態度，員工本身之原有工作態度不變，但從事兼營保險業務之態度表現被動。
(二)由問卷調查之實證結果顯示，多數受訪者認為兼營保險業務並納入工作績效制度感覺到有工作壓力，雖會因之而從事保險業務，僅只為達成責任目標，並無強大衝勁從事保險這一區塊業務。
(三)受訪者皆不願意訂定責任目標額並納入績效考評制度內。
(四)受訪者認為要求責任目標會使其行為表現有顯著差異並感覺壓力。
三、心理欲求
(一)銀行欲兼營保險業務，若採取激勵因素並滿足銀行員工心理欲求，會使其行為表現積極。
(二)為使銀行員工主動從事保險業務，訂定業績考核制度是使其表現積極行為之顯著方法。
(三)獎金加上榮譽感可使其行為表現卓著。
四、環境因素
(一)銀行員工對自身之工作安全感與成就感不因之銀行主管之要求從事保險業務而有大改變。
(二)因銀行政策與組織結構之考量，在售後服務之平台設計上，對銀行員工之行為表現並無有顯著之影響，但也因之影響員工急欲對其專業加分並謀取相關證照投下大大漣漪。
(三)銀行主管之態度顯著影響員工態度。

The financial industry is about to enter into a new era. As a result of competitions from (foreign) international financial institutions in Taiwan, the Financial Holding Company Act was issued by Taiwan authority in November 2001, to permit the consolidation and merger of banks, insurance companies, and securities brokerage firms. The new consolidated or merged financial institutions will be able to provide comprehensive financial services to consumers; the concept of “one-stop-shopping” for consumers soon popularized. The major transformation in the financial sector has also introduced unpredictable variables to the insurance industry, which sequentially revolutionized the marketing strategies of insurance products.

In recent year, the concept of multiple sales channels for insurance products has popularized. Besides contacting the traditional insurance company sales reps, consumers can go to insurance agents or brokers, even via non-traditional channels such as Internet, banks, securities brokerage firms, direct mail (DM), credit card companies, and telemarketing companies, etc.

The banking industry is the most proactive industry among the competitions, which generated high revenues in insurance premiums. In observing the overall market, the trend of consumers purchasing insurance products from banks is unstoppable. The success story of European and American banks in offering insurance products and the considerable amount of revenues generated, accelerated the movement for Taiwanese banks in offering insurance products to their consumers.

Currently, the customer base in the banking industry far exceeds that of the insurance industry. Insurance companies yearn to utilize the customer base in the banking industry to expand their existing dynamic sales channels. Beside the fact that bank sales reps have easier access and better understanding of the financial condition of their customers, the customers are likely not to reject the kind recommendations from the sales reps due to a higher level of trust and confidence. As a general consensus in the society, bank sales reps are more highly regarded in comparison with the insurance sales reps.



Consumers believe bank sales reps possess a higher degree of knowledge in financial management and related topics. Consumers are also more interested in learning about financial management, rather than insurance products, thus the reason why it is easier for bank sales reps to employ the concept of “Financial Management” when promoting insurance products to consumers.

The bank sales reps are engaged in an important role during this uncertain time. They are unfamiliar with the insurance industry, yet due to the restructure of the financial institutions, they need to be in the frontline battling against the insurance sales reps. What are their mindsets and needs? What level of impact will they bring to the current insurance environment? These causes and effects facilitated my motivations in writing this research topic.


The following are the conclusions drawn from my survey:

1. The interview survey results with bank employees (sales rep) indicates that 61.5% approve and accept bank offering insurance products, 38.5% against and think it is unacceptable.

2. Understand their attitude
a. Base on the face- to- face interview survey results, bank employees have positive attitude toward their basic job functions and have negative attitude toward the added responsibility to sell insurance products.
b. Base on the questionnaire survey results, majority of the participants feel that added job responsibility to sell insurance products creates stress. They sell insurance products to meet the job requirements not the desire to make it challenge as a part of their career.
c. Interviews prefer not to include selling insurance products as a part of a job requirement or to be appraised as part of their performance.
d. They also believe that setting a goal/quota for them will affect their job performance and create stress.

3. Psychological satisfaction
a. Banks selling insurance products, by using psychological challenge method to improve employee’s productivity.

b. Banks can set up a monitoring system or make it a part of appraisal performance review, this will encourage employees work harder to achieve higher performance standards and increase their productivity.
c. Monetary incentive can also increase employee’s productivity.

4. Environmental factor
a. Create a sense of job security and accomplishment among bank employees to improve their willingness to selling insurance products.
b. In accordance with bank’s policy and organization; create a service procedure for after sale service, to ensure the employees that their performance will not be affected after the sale. It will create another opportunity to improve their job performance.
c. The attitude of Managers and supervisors will have direct impact on employee’s attitude.

第一章 緒論 ……………………………………………1
第一節 研究背景與動機 ……………………………………2
第二節 研究目的與問題 ……………………………………8
第三節 研究範圍與限制……………………………………10
第四節 研究方法與流程……………………………………12
第二章 文獻回顧…………………………………………14
第一節 銀行保險定義之探討………………………………14
第二節 銀行經營保險業務之動機…………………………20
第三節 外國銀行兼營保險業務狀況………………………30
第四節 影響績效之因素之探討……………………………38
第三章 研究假設與方法………………………………44
第一節 研究架構……………………………………………45
第二節 研究步驟……………………………………………46
第三節 問卷設計……………………………………………50
第四節 研究假設……………………………………………52
第五節 資料蒐集……………………………………………53
第六節 資料所採用之分析方法……………………………55

第四章 實證結果分析 ………………………………56
第一節 樣本結構……………………………………………56
第二節 認知態度與心理欲求變數之統計分析……………61
第三節 行為表現影響之因素………………………………74
第五章 結論與建議 ……………………………………83
第一節 結論…………………………………………………84
第二節 建議…………………………………………………87
第三節 後續研究與建議……………………………………91

一、中文部分
1. 蘇益良 建華金融季刊 2002.3，p59。
2. 許碩芬、 王俊豪，（1998.12）「金融業務範圍自由化與保險業因應對策之探許討」，保險專刊第54輯，PP91~104。
3. 凌氤寶，（1999.6）「保險業跨業經營之研究」，保發中心。
4. 詹乾隆、 蘇益良，2002,9建華金融季刊第十九期p103。
5. 陳雲中，(2001)，保險學要義–理論與實際，三民書局。
6. 林文昌，(2000)，銀行保險之傳統人員銷售與網際網路銷售之行銷組合比較研究，逢甲大學保險學系碩士論文。
7. 涂家速， (2000)，我國銀行保險行銷組合應用之研究，靜宜大學企業管理學系碩士論文。
8. 蔡美卿，(1999)，我國銀行業經營保險業務之研究，實踐大學企業管理研究所之碩士論文。
9. 林建煌編譯 (1999)，行銷學， Philip Kotler & Gary Armstrong 原著，華泰文化事業公司。
10. 賴惠英，(2000) ，論我國銀行保險兼營保險業務之策率分析-以金融控股公司之經營模式為例 ，淡江大學國貿學系碩士論文。

11. 郭國亮， (2001)，銀行業兼營壽險之行銷研究，逢甲大學保險學系碩士論文。
12. 余慎美，(2000)，我國銀行跨業兼營保險之態度與現況研究，逢甲大學保險學系碩士論文。
13. 楊衍庚 (2002)，我國銀行跨人身保險業現況與行銷成功關鍵因素之研究， 逢甲大學保險學系碩士論文。
14. 陳志豪，(2002)，理財專員銷售投資型壽險商品之研究-以外商銀行為例，逢甲大學保險學系碩士論文。
15. 林建煌編輯(1999)，行銷學。Stephen P. Robbins David A. De Cenzo
原著，華泰文化事業公司。
16. 王文中，(1999)，,統計學與EXCEL資料分析之實習應用。
17. 康裕民譯， 審閱(2001)，組織行為，McGrow-Hill Co,pp.152。
18. 謝耀龍，(2002)，壽險業務員行銷模式移轉-從Kash到Shake
壽險季刊-126，pp.152。
19. 林建煌，(1999)，現代管理學，pp.273。
20. 許士軍，(1990)，管理學，東華書局，pp292。
21. 張含興，(2004,1)，逢甲大學碩士論文-銀行員工對銷售保險的態度…pp30
22. 林建煌，(1999)，現代管理學，pp.340
23. 林傑斌、陳湘、劉明德著，SPSS 11統計分析實務設計寶典。
24. 張文武譯，(2000)，銀行保險—銀行兼營保險之策略，財團法人保險事業發展中心。
25. 陳建勝、呂兆文、陳美菁、朱瑞淵、呂明哲 (2002)，統計學
26. 江朝峰、汪芳國，(2002)，人身&財產保險行銷概要，平安出版社。
27. 吳瑞雲、郭進德，(1998)，保險法–理論與實際，華泰文化
事業公司。
28. 華信金融季刊 第十四期 殷乃平 PP.59~63
29. 林敏華、賴本隊， 人壽保險，華立圖書出版公司
30. 張簡志漢，﹙1995﹚，保險法，書泉出版社。
二、英文部分
1. Barnard, ﹙1958) 「Bancassurance」 Hoschka,T.C. ﹙1994﹚, Bancassure in Europe, London: Macmillan.Howcroft, J.B.and Lavis, J.C. ﹙1989﹚, “Pricing in Retail Banking” International Journal of Bank Marketing, 7(1), 3-7.
2. Huizinga, H.﹙1993﹚, 「The Hampden Lectures 1992, Banking
And Insurance: An Ideal Combination? ,「The Insruance Perspective, London
3. Hoschka,T.C. ﹙1994﹚, Bancassure in Europe, London:
Macmillan.Howcroft, J.B.and Lavis, J.C. ﹙1989﹚, “Pricing in Retail
Banking” International Journal of Bank Marketing, 7(1), 3-7.
4. Insurance Advisory Board ，(2000) ，New Ventures For An Uncertain Economy–Co.Executive Board
5. Insurance Advisory Board ，(2000) ，Refocusing Bancassurance
–Co.Executive Board
6. Leach, A. ﹙1993﹚ 「European Bancassr urance: Problems and Prospects to 2000」，Financial Times
7. Strang,George ﹙1999﹚,「Bancassurane and diret marketing」,
Limra’s.
8. Swiss Re. ﹙1992﹚, 「Bancassurance」Sigma, No.2