我國金融市場的經營越來越競爭，所有的金融機構除了要面臨同業的競爭外，還要面臨其他產業的跨業經營威脅。金融控股公司(Financial Holding Company, FHC)成立是希望整合旗下子公司的金融服務，如：銀行、保險、證券等，透過資本的調度使得各子公司可以得到最佳分配，提升企業的競爭優勢。 成立金融控股公司的最大目的就是希望可以透過交叉銷售的運用達到擴大產品面、滿足顧客需求和提供一次購足(One-stop Shopping)的最佳方式，進而降低整體營運成本和增加營運利潤。而本文涵蓋的研究內容包含： 一、透過對國內傷害險經營環境分析，內部產業競爭，以利業者思考傷害險發展可能 面臨問題及擬定傷害險商品管理配套措施與行銷策略。 二、針對產險業傷害險實際經營成果分析，俾了解產險業所擬訂商品及行銷策略是否 發揮預期效益，同時藉由與壽險之對照分析以了解產險業風險控管之成效，俾作 為後續產險業對傷害險定位及評估市場潛力之參考方向。 三、金融控股公司透過交叉銷售可以提升金融控股公司旗下子公司所販售商品的互補 性及相容性，更可以增加與顧客的接觸頻率，對於顧客關係管理應該也有正面的 影響。 The conduct of the market of financial industry is getting competitive. The dealers in the industry not only compete against the craft but face the minacity accompanied by dealers in other industries using cross-selling. The reason to establish Financial Holding Company (FHC) is to integrate financial, such as banks, insurances, securities. Fund can be allocated properly to holding subsidiaries so as to increase their advantages. The purposes of incorporating an FHC are to widen the range of services, to meet the customers’ needs and to offer the service for one-stop shopping.customers’ need and offer the service for one-stop shopping. Therefore, the FHC can reduce the total cost and increase the profit. The main content of this thesis includes： 1.A research in the external market as well as the internal challenges from competitors to provide product management and marketing strategies.competitions, products pricing, underwriting and claim practices. 2.A study in operating performance to evaluate the marketing strategy, and a comparison of risk management with life-insurance industry to assess the market potential.industry. 3.Cross-selling can not only make the products complementary, but make contact with customers more frequentcustomers more frequently. It also has positive effect on customer relationship management (CRM)
