中國大陸銀行保險市場經營模式與主要商品之研究 The Bancassurance Business Model and Insurance Products in Mainland China

摘要
　　由於台灣保險市場競爭激烈且許多銀行與保險公司已進入中國大陸市場營運，有鑑於中國大陸銀行保險通路之興起，且台灣的銀行與保險公司亦想藉由其既有之銀行保險經營經驗在中國大陸保險市場擴展其業務。但由於中國大陸保險市場有別於台灣之市場，且其市場訊息嚴重不足與缺漏，爰此，本研究即針對中國大陸銀行保險市場之實務狀況作一深入分析，研究之結果可作為台灣保險業者擬定中國大陸銀行保險策略時之參考依據。
關鍵詞：銀行保險, 保險市場, 中國大陸
Abstract
　　Due to all time high competition of insurance market in Taiwan and fast developing of bancassurance in mainland China, many banks and insurance companies doing business in mainland China intend to expand their distribution channel into bancassurance. However, the insurance market environment between Taiwan and mainland China is discrepancy. Moreover, the information with regard to the bancassurance market is not only insufficient but also incorrect. Under this context, it is necessary to invest more efforts to analyze the bancassurance market at mainland China. This study’s result can be offered to both Taiwanese insurance companies and banks to make bancassurance strategies accordingly.
Keyword：bancassurance, insurance market, Mainland China