銀行代銷保險商品議價決策因素之研究

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Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/20056

Title:	銀行代銷保險商品議價決策因素之研究
Authors:	許書瑜
Contributors:	國際企管管理研究所碩士在職專班
Keywords:	銀行保險策略聯盟議價層級分析法德菲法決策
Date:	2010
Issue Date:	2011-10-31 14:22:13 (UTC+8)
Abstract:	隨著商業環境與消費者行為的改變，近年來金融保險銷售模式也因應調整，透過銀行通路銷售保險商品之業績量逐年增加，更成為許多保險公司之主流銷售模式。銀行及保險公司雙方必須經過一定之協商與議價過程，決定出銀行代銷保險商品最合適的佣金，才能使保險商品在銀行通路順利上架。然而面對同業競爭激烈及商品差異性不大的情況下，合作雙方必須明確了解其議價目標及決策考量因素，才更有可能在議價過程中滿足雙方利益的議價決策。有鑑於過去很少結合學理應用到銀行保險實務上之議價決策問題，以致於實務界仍常存在經驗導向之決策模式，多倚賴資深經理人之心智模式與主觀判斷。因此，本研究之目的在於系統化探討影響銀行業與保險業者之議價決策因素。運用層級分析法(AHP)以及德菲法訪談專家，分為三個主準則及七個次準則，探索不同角色企業經理人在面臨此議價問題之主要考量因素及評估權重做為實務界保險公司提案商品及銀行代銷保險商品間議價準則之參考。研究發現無論從保險公司或銀行觀點考量都認為「合作通路強弱度」是決定保險公司議價力高低非常重要的決策。除了通路之外雙方也都將「管理專才」以及「財務管理能力」視為相當重要的考量因素。然而研究同時發現雙方對於「產品研發能力」重要性排序有所差別，從保險公司觀點認為「產品的研發能力」最重要，強調本身產品專業能力將可提升自身議價力，但在銀行觀點反而不太重視保險公司「產品研發能力」，歸納問卷結果銀行專家反而較偏好以通路以及人力管理來判斷保險公司之議價能力。 As a response to the changing business environment, the Bank Insurance Model (BIM) and the strategic alliances between bankers and insurers have been increasingly formed in the last decade, especially popular in European countries such as Spain, France, and Austria. BIM, also known as Bancassurance, is the term given to the distri-bution of insurance products through branches or other distribution channels of the banks. Insurers see it as a tool to increase penetration and market share and bankers use it to augment their fee income and to smoothen the volatility of interest income. Once the banker-insurer alliance is formed, both the bank and insurance company will share the commission. However, in practices, the sharing of the commission is al-ways one of the most challenges for the success of the bancassurance alliance. There is a need from the participants to identify their individual goals and considerations for supporting the decisions in the bargaining process. This research aim to systematically analyze the decision factors considered in the banker-insurer bargaining process from both bankers’ and insurers’ viewpoints. By utilizing Analytic Hierarchy Process (AHP) ,and Delphi Method, experts and senior managers in the bank and insurance in-dustry were interviewed for exploring their implicit decision rules and considerations for the bancassurance bargaining problem. The research results provide a practical reference for developing bargaining strategies and improving business plans.
Appears in Collections:	[Department of Business Administration & Graduate Institute of International Business Administration ] Thesis

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