摘要
「銀行保險」的遂行，象徵著保險行銷通路移轉的脈向。由於過去文獻甚少以交易成本經濟來探討銀行保險，本研究乃以價值鏈、資源依賴理論及競爭優勢等不同觀點，以交易成本理論探討保險公司對其使用銀行通路的交易成本。研究的主要目的是以經營策略角度來分析保險公司其行銷通路移轉的決策。本文的主要貢獻是以行銷的品牌延伸概念說明銀行保險的合作模式，以交易成本理論探討不同延伸方式的交易成本，更完整闡述保險公司行銷通路移轉的現象。
關鍵字：銀行保險、交易成本理論、資源依賴理論、價值鏈
The Sale Channel of Insurance Industry from Banking by Transaction Cost Economic Perspective - Bancassurance
Abstract
The prevalence of bancassurance represents the shifting of sale channel of insurance. Past researches seldom discuss Bancassurance from the perspective of transaction cost economic (TCE). This paper mainly focus on the discussion of bank distribution channel of insurance company from various perspective, such as Value Chain, resource dependence theory and competitive advantage. The contribution of this paper is to more completely interpret the phenomenon of the channel shifting.
Keywords: bancassurance, transaction cost economic, resource dependence theory, value chain