銀行保險的行銷策略與銀行行員銷售保險商品之研究

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 987654321/54063

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题名:	銀行保險的行銷策略與銀行行員銷售保險商品之研究
其它题名:	A study on the employees' perception of marketing strategies and insurance sales for Taiwanese bancassurance
作者:	何璟欣;Ho, Ching-Hsin
贡献者:	淡江大學保險學系保險經營碩士在職專班郝充仁
关键词:	銀行保險;行銷策略;Bancassurance;Marketing strategy
日期:	2011
上传时间:	2011-06-16 21:56:17 (UTC+8)
摘要:	銀行保險自民國85年進入台灣，之後，便逐漸的邁開腳步，而在民國九十年「金融控股公司法」頒佈後，發展得更加迅速。當中，除了銀行與保險公司所採取的合作模式(通路協議、策略聯盟、金控公司、合資)外，保險公司更於通路的經營上花費不少心思。金融海嘯過後，台灣的銀行保險發展更趨成熟，而保險商品在資產配置上的重要性，也更加深植於一般民眾的觀念之中。在各國的文獻書籍裡，銀行保險於歐洲、美洲、亞洲的發展過程，有著相當清楚的敘述；而國內外的專家學者們也對銀行保險的發展要素，提出相當具有建設性的分析。在台灣，對於銀行保險的發展，保險公司有其獨到的經營模式。在研究方法上，使用了信度分析、效度分析、敘述統計分析、複回歸分析、變異數分析、相關分析..等方法，來分析保險商品於銀行保險的銷售過程中，影響銷售績效成功與否的關鍵因素，之後，並統計出問券的研究結果。本研究的結論，對於研究中的假設條件，影響銀行行員銷售配合度的各種要素，給予不同的解釋，並針對論文的研究結果，對保險公司、銀行、銀行銷售人員、監理機關..等單位，提出往後經營銀行保險的建議，最後，提供後續的研究方向。 Bancassurance was introduced in to Taiwan in 1996; bank insurance industry has progressed tremendously. After Financial Holding Company Act was published, bank insurance industry has rapidly advancing. Bank and insurance company adopt collaboration model (chanel agreement, strategic alliance, financial holding company, joint venture). Moreover, insurance company has made efforts to create and maintain the marketing channels. Bancassurance has been a maturely development after financial tsunami. The concepts of importance of insurance products are grounded in general public. Reviewing the literature, the development processes of Bancassurance in the difference country were illustrated clearly. The researchers have been analyzing the key factors for Bancassurance development and provided the constructive suggestions. There are unique business model for Bancassurance development in Taiwan. In the present study, we conducted the reliability analysis, validation analysis, descriptive statistics analysis, multiple regression analysis, ANOVA, and correlation analysis to find out the key factors which impact sales’ performance. This study has a contribution to understanding of key factors which impact sale’s performance. Based on the result, this research provides the directions for further researches and the important suggestion to insurance companies, banks, salesmen, and supervisory agencies.
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