論文提要內容： 面對壽險市場之主體結構改變，銀行通路成為主流，又適逢購併風潮，金控開始跨足壽險業，銀行通路之競爭更趨於白熱化，外商保險公司、中小型保險公司與銀行間逐步發展出客製化銀行專屬保單及專屬關係之合作模式，透過更精緻化之銀行保險經營與行銷策略來面對趨於大者恆大之市場趨勢，經本研究探討，結論如下： 一、偏重於銷售短年期商品將影響保險公司財務發展，應回歸長期保障本質。 二、透過專屬保單發展出合乎銀行客戶需求之非類定存商品之銷售模式。 三、保險公司與銀行間須建立一個超越專屬保單之上中下游之專屬銷售平台，以建立更為緊密之合作模式。 四、銀行選擇專屬保單並無特別設限商品屬性，適用之商品類別仍回歸該銀行需求。 五、保險市場上金控購併保險公司之風潮將影響銀行專屬保單之發展趨勢。 Abstract: Bancassurance now serves the main channel in the insurance business after the structural change of the insurance market. With the surge of company merger, financial holding companies also begin to provide insurance business. Competition among bancassurance channels is intense. Particularly, foreign, small- and medium-size insurance companies, and banks have not only developed cooperative relationship but also promoted customized bank insurance policies and services, according to the strategic principle of the big ones always remaining big. Through a series of research and analysis, the study of this thesis presents several findings of significance. 1.Over-emphasizing the selling of short-term products negatively affects the company finance development. It should be judicious to return to the mainstream of long-term protection products. 2.To use exclusive policies to develop the selling model of non-typical deposit products for bank customers. 3.Insurance companies and banks should establish an exclusive sale platform over different layers, thus achieving closer relationship. 4.Banks have no limit on the product type upon exclusive policy selection. The design of suitable products should be based on the bank’s need. 5.The merger trend, financial holding companies merging insurance companies, influences the development of bank exclusive policy.