臺灣博碩士論文加值系統

2004年度日本壽險市場的保費收入高達389,843百萬美元（包含郵政簡易壽險），位居世界第二名，僅次於美國。今日日本壽險市場有38家民營壽險公司，其中15家為外商壽險公司，而且民營壽險公司的總保費收入之26.6%來自於外商壽險公司，這和十年前的2.4％比起來，儼然已大幅增加。外商壽險公司之所以成長勢如破竹，主要是因為一連串的相關法令放寬，給原本極安穩的日本壽險市場帶來了競爭原理。
　　本研究以立意抽樣方式選出四家外商公司(即，ALICO Japan、American Family、Hartford、ING)為研究對象，蒐集相關資料及資訊並且透過訪談，以個案研究的方式，探討此四家公司成功開拓日本市場之意涵。
　　本研究之重要結論如下：
一、法令放寬導致企業採取新策略的可能性，幾間企業也乘機成功開拓了日本壽險市場。
二、成功的企業，無論是法令放寬之前後，皆能適當地選取當地化策略及（或）全球化策略。
三、擁有暢銷保險商品的保險公司，不管是採取當地化策略或全球化策略，皆會開拓適合其保險商品的通路。
四、採取全球化策略的企業亦依當地顧客的需求，將當地化策略的要素包含於其全球化策略。

　Premium volume of Japanese life insurance market in 2004 was 389,843 million US dollars (including postal life insurance) that meant the second largest market of the world behind the US. Japanese life insurance market today has 38 private companies, including 15 foreign-capital companies, whose premium volume accounted for 26.6% of the overall premium volume of private companies in 2004, whereas for only 2.4% in 1994. Foreign-capital companies succeeded in getting market share at tremendous speed has mainly come from the result of a sequence of related deregulation that brought competition principle toward Japanese life insurance market, which had been extremely peaceful with no competition.
　This study chose, by purposeful sampling, four foreign companies (i.e. ALICO Japan, American Family, Hartford and ING) as research subject, collected the information and data concerned, investigated how these four companies have succeeded in pioneering Japanese life insurance market and conducted case studies.
The important conclusions of this study are as follows:
(1)Deregulation brought a company the possibility of executing a new strategy, and some of companies took advantage of the deregulation to explore Japanese life insurance market.
(2)Successful company, whenever it’s before and after deregulation, properly selects
localization strategy or globalization one.
(3)A company which has best seller insurance product(s), no matter what strategy it
may choose between localization and globalization one, creates new distribution channel suitable for its product(s).
(4)A company which takes globalization strategy also embodies the element of
localization in its strategy based on the needs of local customers.

第一章 緒論.........................................................................................................1
第一節　研究背景與動機.....................................................................................1
　　第二節　研究目的..............................................................................................2
第二章　文獻探討..................................................................................................3
第一節　全球化與當地化之研究............................................................................3
　　第二節　日本人壽保險業界規制緩和之研究.............................................................5
　　第三節　保險通路管理之研究...............................................................................9
第三章　研究設計..................................................................................................14
第一節　研究架構..............................................................................................14
　　第二節　研究對象..............................................................................................20
　　第三節　研究方法..............................................................................................23
第四章　個案研究..................................................................................................27
第一節　ALICO Japan.........................................................................................27
　　第二節　American Family....................................................................................45
　　第三節　Hartford人壽.........................................................................................59
第四節　ING人壽...............................................................................................76
第五章 結論與建議................................................................................................90
第一節　研究結論..............................................................................................90
　　第二節　研究限制..............................................................................................99
　　第三節　研究建議..............................................................................................99
參考文獻.............................................................................................................100

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日文
岡田太志助(2005)「生命保險の市場と組織とガバナンス－競爭形態の變化と経営改革の可能性－」,生命保險論文集,151(別冊): 47-70
岡田太(2005)「經濟環境の變化と生命保險産業」,生命保險論文集,151: 71-99
金瑢(2005)「社会經濟の環境變化と生命保險マーケティング」,生命保險論文集,151: 131-172
田中隆(2006)「生命保險の受容とその背景に關する考察―受容における人と文化的・宗教的背景について―」,生命保險論文集,155:151-184
田中隆(2005)「社会変動における消費者と生命保險」,生命保險論文集,151: 211-255
茶野努 (2005)「生命保險業における市場競爭度の検證」,生命保險論文集,151:207-225
森宮康 (2005)「生命保險事業をめぐる經濟環境變化と将来像」,生命保險論文集,151: 9-25
安井敏晃(2005)「環境變化と日本人のリスク観」,生命保險論文集, 151: 173-210
柳瀬典由, 石坂元一( 2005)「米國の保險産業における募集チャネルの多様化に關する一考察－先行研究のレビューを中心として」, 生命保險論文集,151: 125-206
柳瀬典由, 石坂元一(2006)「生命保險会社の損害保險市場への新規參入―「見えざる參入障壁」とクロスセルの評價に關する実證分析―」,生命保險論文集,155: 75-120


參考資料及資訊
英文
The joint statement on the United States-Japan framework for a new economic partnership regarding measures in the financial services sector
Supplementary measures by the government of Japan and the government of the United States regarding insurance
Economic Research & Consulting (2006)"World insurance in 2005: moderate premium growth, attractive profitability", Sigma (No.5 /2006), Swiss Reinsurance Company
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Economic Research & Consulting (2004)"World insurance in 2003: Insurance industry on the road to recovery", Sigma (No.3 /2004), Swiss Reinsurance Company
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Economic Research & Consulting (1998)"World insurance in 1996: Modest growth in the life insurance market", Sigma (No.4 /1998), Swiss Reinsurance Company
日文
アリコジャパン　アニュアルリポート (2001年度∼2005年度)
ハートフォード生命　アニュアルリポート(2001年度∼2005年度)
アメリカンファミリー　アニュアルリポート(2001年度∼2005年度)
ING生命保険　アニュアルリポート(2001年度∼2005年度)
財団法人生命保險文化センター，（2006）『平成18年度 生命保險に關する実態調査＜速報版＞』
週刊東洋經濟, (2006)『増刊 生保・損保特集 2006年版」
週刊東洋經濟, (2005)『増刊 生保・損保特集 2005年版」
週刊東洋經濟, (2004)『増刊 生保・損保特集 2004年版」