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Please use this identifier to cite or link to this item:
https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/32408
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| Title: | 壽險業經營財富管理業務之行銷策略個案研究 |
| Other Titles: | A case study in marketing strategy of the insurance industry developing wealth management business |
| Authors: | 劉佳紋;Liu, Chia-wen |
| Contributors: | 淡江大學保險學系保險經營碩士在職專班
繆震宇;Maio, Chen-yu |
| Keywords: | 壽險業;財富管理;行銷策略;Life Insurance Industry;wealth management;Marketing strategy |
| Date: | 2009 |
| Issue Date: | 2010-01-11 02:06:08 (UTC+8) |
| Abstract: | 我國人身保險市場自1962年以來，隨著國民所得提升，經濟繁榮與自由化、國際化等政策之影響，開放的腳步由內至外，由限制到全面開放，台灣壽險市場遂由封閉轉趨於開放競爭的市場。壽險市場除了面臨高度競爭之外，低利率環境所帶來的衝擊亦考驗著壽險公司的經營。此外，隨著台灣金融自由化及國際化的腳步，與行政院金融監督管理委員會陸續開放銀行、證券、人身保險業從事財富管理業務，訂下明確遊戲規則，財富管理業務已成為各金融機構爭相搶奪的大餅。現行獲准經營財富管理業務的壽險公司多為金控公司成員，或是擁有國際金融資產管理集團背景的外商壽險公司，本土中型壽險公司若要加入財富管理的行列，必先擬定適合的行銷策略，方能提高經營績效，進而創造更有利的競爭優勢。
本論文係將台灣現行銀行業經營財富管理業務的經驗及服務內容有系統地歸納整理後，以國內某中型壽險公司為研究對象，探討壽險業發展財富管理業務須注意的問題，並評估個案公司，在無金控背景的支持下所具有的優勢及劣勢，進而提出相關建議。
With the better-off GDP, economy, liberalization of government policy, plus internationalization in Taiwan, Taiwan’s insurance market since 1962 has transformed from a close to competitive market. However, besides competitiveness, low interest rate challenges the operation of insurance firms. Additionally, FSC has published guidelines, and permitted banks, securities firms, life insurance firms to operate Wealth Management. This business sector has become the hot spot for all financial institutes.
At current stage, mostly financial holding corporations, or foreign insurance firms that have background of asset management received permission to operate Wealth Management. To share a slice of the Wealth Management cake, local, mid-sized life insurance firms have to set strong marketing strategies to create competitive advantages and generate profits.
This research analyzed Taiwan’s banks’ experience of operating Wealth Management, and focused the study on a local mid-sized insurance firm to discuss perspectives that shall be addressed in Wealth Management. This research also evaluated advantages, and disadvantages of the studied case without the back-up of financial holdings, and concluded suggestions to the insurance firm. |
| Appears in Collections: | [風險管理與保險學系] 學位論文
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