149 /342
149
臺大管理論叢
2017/5
第
27
卷第
2S
期
149-176
DOI:10.6226/NTUMR.2017.MAR.RM104-024
壽險公司銀行保險通路策略會不會受到競爭者行
為的影響：動態競爭觀點之探討
Effect of Competitors’ Activities on the Bancassurance Strategy of
Life Insurers: Competitive Dynamics Perspective
摘 要
本研究主要討論壽險市場中，競爭者行為對其銀行保險通路策略的影響。過去我國壽
險公司主要以業務員通路為主，但銀行保險通路加入後，銀行擁有龐大據點與人員，
保險公司透過與銀行合作調整通路策略，可在短期內獲得大量通路與業務，相較於建
置緩慢且成本高的業務員通路，可更快速回應競爭者的市場行為。因此本文由動態競
爭觀點出發，以臺灣
2005
年至
2013
年壽險公司為研究樣本，檢視各公司間的競爭行為，
對目標公司銀行保險業務量以及保險費比重改變的影響。實證顯示在銀行保險排名前
端競爭較為激烈的壽險公司間，銀行保險策略明顯會受到競爭對手的競爭性行動影響。
【關鍵字】
銀行保險、動態競爭、競爭者行為
Abstract
This study analyzed the effect of competitors’ activities on the bancassurance strategy from
the competitive dynamics perspective. We investigated strategy and competition in the
bancassurance business using data from Taiwan’s life insurance companies from 2005 to
2013. For bancassurance competitive actions, we employed net bancassurance premium
change and percentage changes in the bancassurance business as strategic measures of
bancassurance. The empirical results reveal samples with higher competitive tension and
competitive capabilities, and they show positive relationships between competitors’ actions
and competitive actions in the bancassurance business. The results provide evidence
supporting the notion that competitors’ strategies affect insurers’ bancassurance strategies.
【
Keywords
】
bancassurance, competitive dynamics, competitors’ activities
彭金隆
/
國立政治大學風險管理與保險學系副教授
Jin-Lung Peng
, Associate Professor, Department of Risk Management and Insurance, National Chengchi
University
魏筱昀
/
中國文化大學財務金融學系講師
/
國立政治大學風險管理與保險學系博士候選人
Siao-Yun Wei
, Lecturer, Department of Banking and Finance, Chinese Culture University / Ph.D.
Candidate, Department of Risk Management and Insurance, National Chengchi University
陳彥志
/
國立政治大學風險管理與保險學系博士候選人
Yen-Chih Chen
, Ph.D. Candidate, Department of Risk Management and Insurance, National Chengchi
University
Received 2015/12, Final revision received 2017/3