全球保險業正經歷一場革命性變革的歷史期，以中國經濟改革的腳步來看，很顯然的金融管理體制的改革始終趨於落後，然而隨著經濟全球化、金融保險國際化、以及中國加入WTO後，中國保險業的市場環境已從根本上產生了變化，在2004年初成立的CEPA架構，似乎更進一步看出中國對外開放的決心。 在此市場背景下，本文擬探討富邦產險對中國保險市場的策略運作上，在納入富邦金控的體系後，整體的內在與外在環境因素轉變分析其企業願景與策略之間的相互關聯性，並試圖藉由對願景與策略理論的探討，從結構學派學者波特提出「五力分析」做為對富邦金控企業願景與大陸策略分析的起點；緊接著從產業演化的觀點探討中國的保險市場，其進入障礙和集中度都因加入WTO組織及CEPA架構的形成有著明顯轉變，本研究方法，主要透過對富邦產險高階主管人員與派駐大陸代表作深入的訪談，企圖從願景與策略的理論論述與個案的探討中，尋找出產險業在納入金控體系後所帶來新的策略思維，並從內外環境因素的影響擬以提出不同的策略選擇、方向及建議，期能對個案企業和後續研究者有所助益。 Greater liberalization and globalization in the financial services sector led Taiwan to reform its local financial services environment. To offset the impact of the increasingly liberalized and globalize insurance market, Taiwan and China financial services industry have some perfect solutions to successfully adapt to constantly changing marketplace. Under this market background, many mergers and cross-business alliances resulted and led to the creation of large financial holding companies that could exploit synergistic marketing opportunities in Taiwan. In 2004, China has set up “ CEPA” framework to develop international markets. So this thesis tends to explore the interaction between the vision and strategy on the case study for Financial Holding Company . The first the thesis analysis to Fubon’s vision and access to China market strategy with Potter’s “ Fiveforces Model”. And then the prospect from industry evlution to explore the impact and obstacle for access to China insurance market. The research method select deeply interview with Fubon property & casualty insurance Conpany’s top managements and foreign employees in China. To research the related strategic philosophy and enterprise future development.
