壽險業經營傳統型保單需對保戶承諾保單到期之預定利率，隨著臺灣市場利率持續走低，壽險業在經營上日亦艱困，直至2001年保險法通過後投資型保單商品正式問世，開創臺灣壽險業的新視野，另一方面也逐漸解決壽險業發行保單所產生的利差損。 本研究透過理論架構(包含五力分析模型、價值鏈模型及價值及SWOT分析理論)和實務面運作探討壽險業經營投資型保單之發展現況、產業特質及競爭要素，進而從產業競爭的角度及產業發展趨勢，檢視壽險業經營投資型保單競爭優劣勢，除此之外，並藉由個案分析法探討個案公司核心競爭力，提出壽險業經營投資型保單競爭要素以及策略因應之道歸納如下: 一、建立商品開發能力為壽險業必備之競爭要素，以創造公司收益及滿足保戶需求。 二、建立行銷策略，包含執行效率的銷售(Sales)和行銷(Marketing)機制，能幫助企業為獲取更高的銷售業績。 三、建立多元化的銷售通路，為未來投資型保單發展的重點趨勢，不僅可風散經營風險也可以提升銷售業績。 四、建立業務員教育訓練機制，為追求銷售業績及杜絕銷售爭議之不二法門。 五、建立順暢的作業流程，可以提高作業效率及降低作業成本，以創造更高的獲利能力。 六、建立品牌形象，為保戶選擇購買商品的重要關鍵之一。 In recent years, life insurance industry is difficult in traiditional business because interest rate in Taiwan remains slowdown. Until 2001, the Investment-linked Policies (ILP) was approved by Insurance Bureau, and create a new vision of life insurance market, besides, the spread loss is gradually resolved because of ILP product issued in the market. The thesis is created by the theoretical framework (including Five Forces Model, Value Chain Model and SWOT analysis) and practical operation to understand character of ILP’s in life insurance industry and its future trend; and also further analysis of Taiwan ILP’s competitive advantage base on life insurance industry tendency and competitive factor. The research is also focus on case study of ILP’s provider and its advantage. To summarize purpose of the research – to figure out life insurance industry core competitive factor and the best business strategy. 1. The ability of new product development will be key competitive factor that the insurance corporation should have, to create company’s revnue and customer’s satisfaction. 2. The marketing strategy (inculdeing sturcture of sales and marketing) is necessary key factor to increase sales voulme, 3. The diversified sales channel will be the major trend of ILP’s product. It can reduce company’s business risk and enhance sales volume. 4. The in-service training is necessary key factor to increase sales volume and prevent sales dispute, 5. The smooth operation flow is necessary key factor to enhance operational efficiency and reduce operating costs. It can further to create more profit. 6. Establishing brand imag is one of the key important factors that the clients decide to purchase the product.