我國銀行業保險行銷通路之研究

淡江大學機構典藏 > 商管學院 > 風險管理與保險學系 > 學位論文 > Item 987654321/32442

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题名:	我國銀行業保險行銷通路之研究
其它题名:	A study on insurance marketing channels of banks in Taiwan
作者:	廖建勝;Liao, Cheng-sheng
贡献者:	淡江大學保險學系保險經營碩士在職專班高棟梁;Kao, Tong-liang
关键词:	銀行保險;行銷通路;財富管理;Bancassurance;Marketing Channels;Wealth Management
日期:	2009
上传时间:	2010-01-11 02:09:07 (UTC+8)
摘要:	回顧過去幾年，我國銀行保險的發展，可說是利用低利率市場與銀行追求獲利的夾縫中生存，為滿足客戶和通路的需要，所推出的產品皆以打敗定存報酬率及提供優渥手續費，來吸引通路上架自己的保險商品，以維持銀行本身業績的成長與市場占有率。銀行擁有豐沛的客戶資源及銷售通路，獲得客戶充分的信賴與支持，掌握金流與通路優勢；保險公司則在產品開發與創新、銷售訓練與售後服務上，能滿足客戶人生週期各項保障、理財、退休與稅務規劃需求，更可提供客戶完整的金融服務因此，尋求合適對象更緊密的合作，才是銀行保險長久發展之計，若僅侷限於短期利益的結合，則雙方都將面臨短多長空的厄運。因此，當前保險行銷通路之發展現況如何？行銷通路未來展望如何？新增通路與現行通路之整合問題？均值得加以探討，期能提供銀行業與保險業者參考。本研究之重點在探討銀行業保險行銷通路。成功的行銷，不但要有好的產品、競爭性的定價策略及激勵的促銷方法，更重要的是要有合適的通路將商品銷售給客戶，商場上稱掌握住通路即掌握了業務，其意在此。本研究之次級資料主要利用國內外有關「銀行保險行銷通路」的期刊論文與碩士論文收集與歸納，從中探索與深入研究，分析我國現階段的「銀行保險」業務經營環境及「銀行業保險行銷通路」未來的可能發展。 With respect to the evolution of our country bancassurance over years, as a matter of fact, this sector has been surviving in a very narrow space by making use of low-rate markets as well as when the banks were seeking the profits. To satisfy the demands of clients and channels, the insurance commodity all were introduced by replacing yield from time deposits and offering attractive handling charges in order to maintain the bank’s own track records and market shares. With abundant resources of clients and sales channels, the bankers held the edges in regard to capital flows and channels thanks to full reliance and supports from their clients. The insurance companies could meet all demands of protection, financing, retirement and tax projects in all life cycles of the clients with regard to development and innovation of products, sales training and after service; as a result, the insurance companies could offer more perfect financial services to the clients. Therefore, seeking rights partners for closer cooperation should a solution for long-time development of bancassurance. In case of alliance for short-term profit, both partier would face a “short-term bull market and long-term bear market” adversity. How is the current developmental situation of insurance marketing channels? How is the prospect of marketing channels? How is the problem for integration of new channels and existing channels? These issues are worthy of discussing for reference by the banks and insurance companies. The present research laid stress on study of insurance marketing channels for the banks. For a successful marketing, there should be good commodity, competitive pricing strategy and incentive promotional manner, and the most important thing is to sell clients the commodities via a proper channel. For the marketing, if you could control the channel, it shall mean that you could control the business. Second data of the research tried making an in-depth study in order to analyze the current management environment of “Bancassurance” sector as well as the possible development of “ Insurance Marketing Channels of Bankers” in the future by gathering and concluding both local and foreign journals and theses relating to “ Bancassurance Marketing Channels” thesis.
显示于类别:	[風險管理與保險學系] 學位論文

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