產險公司競逐市場領導地位之經營策略研究 : 以H公司為例

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Title:	產險公司競逐市場領導地位之經營策略研究 : 以H公司為例
Other Titles:	A study of non-life insurance company competition strategy for market leader : the case of H company
Authors:	許良賢;Hsu, Lian-Hsien
Contributors:	淡江大學保險學系保險經營碩士在職專班廖述源;Liao, Shuh-Yuan
Keywords:	產險業;產險公司;經營策略;產險經營;Non-Life Insurance Industry;Non-life Insurance company;strategy of management;Management of Non-Life Insurance Company
Date:	2013
Issue Date:	2013-04-13 10:58:40 (UTC+8)
Abstract:	台灣產險業相較其他金融行業，經營規模緩步成長，多年來未能順勢在經濟蓬勃發展時期完成產業升級，效率稍嫌低迷，變革聲浪不絕於耳。一般認為包含產業外移、業者數量過多、保險商品差異化程度不足、極端氣候侵害、費率自由化趨勢等，皆為導致產業長期陷入價格競爭循環主因。　　在台灣自成一格之產險經營環境下，業者莫不以追求營運規模成長為目標，以及追求市場地位進階為策略願景。於是近十餘年來，競爭者著墨在經營主體擴張之策略揮灑屢見不鮮，其間經常採用策略：包含購併以達成相加相乘目的案例、成立或加入金融控股勢力以達成金融版圖擴張案例、以及百花齊放般之異業結盟交叉行銷藉以達成客戶資源運用極大化案例。惟經營主體與經營客體相互搭配健全發展缺一不可，其各項策略之選擇、執行與評估，方為決勝關鍵所在。依據近年產險業經營統計資料顯示，領先者與追隨者營運規模似有擴大差距之現象，在大者恆大、小者恆小市況氛圍之下，中小型公司在追求領先地位力爭上游同時，應當認真思索自身各項經營構面之資源條件與經營軟實力是否皆已就緒，更需要釐清確認市場領導、市場區隔、營運規模極大化、營運獲利極大化、企業效率最佳化以及永續穩健經營等應追求之目標間不同意涵，方能朝正確可行，適合企業本身之發展途徑努力以赴。　　本研究希冀透過市場參與者之策略思維與佈局案例，深入探討市場所存在急需解決關鍵問題，並藉由領導者、挑戰者、專業者及追隨者成功經驗之情境分析，探討產險公司經營規模大小與其經營成效及後續競爭力所形成關聯性，提供投身產險業界戮力奉獻之機構、企業與個人省思，為可熱情期待之產業轉型美好未來，再次高飛而勇往向前。 As compare Taiwan general insurance industry with other financial enterprises, the operations and capacities seem grow very slowly. The efficiency of the completion of the industry up-grade was rather low during these recent years which raised the sound of revolution. In general, the key factors includes the move out of the industries, the quantities of the insurers considered over-much, the degree of the differential of the insurance products is in-sufficient, the invade of the extreme weather, the tendency of the ration liberalization which lead the insurers engage in the pricing competition circle. Under the circumstance that the insurer has set up absolute operation model by itself in Taiwan, all of the insurers are demanded the growth as its target and chasing its position in the market as their goal. During these recent ten years, the competitors pay more attention on the expansion of its operations and the common strategies of the insurers are: merge other insurers, establish or join the financial holding company, alliance with other industrial to build up the cross promotion network. Moreover, the healthy development should combine the main structure and objective operations. The road to success depends on the selection of the strategy, execution and appraisal. In accordance with the statistic for these recent years reveal the differential of the operations in between the leader and the following up become larger. Under such circumstance, the medium size insurers not only chasing the leadership and position in the market, at the same time, they should consider its conditions, sources, operation abilities are ready, clarify the market leading, market discrimination, maximize the operations, maximize the profits, more efficient and stable operations as their goal to meet the development. The scope of this research is to find out the solution for the existing emergency problem in the market through the strategy thought and layout of the market participants. In addition, through the analyst of the succeed experiences from the leadership, challengers, professionalism and fellow-ship to further research the relationship in between the size of operation, efficiency and the challenging ability and provide to those have the intention to engage in this insurance field to have the expectation passion for a better industry transform in future.
Appears in Collections:	[Graduate Institute & Department of Insurance Insurance] Thesis

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