保險業進入「銀行保險」經營的競爭優勢

摘要
為因應加入WTO之後，對台灣金融市場的衝擊，政府在金融政策上作出了策略性的鬆綁，取消限制跨業經營的限制。有鑑於各保險公司紛紛投入銀行保險的業務，且對於經營銀行保險業務的手法上也都大致相同，在此激烈競爭的環境中保險公司該如何勝出呢？過去對於「銀行保險」的討論與研究非常多，但對於競爭優勢的探討則付諸闕如。本研究在理論架構上以策略觀點的資源基礎理論(resource based theory)為基礎，輔以組織觀點的資源依賴理論，發展出資源分析矩陣，以探討保險公司經營銀行保險業務時之關鍵性核心資源為何。分析結果顯示，保險公司經營銀行保險業務時應具備七項核心資源，項目包含行政資訊系統、客戶關係、銀行關係、商品設計能力、保險專業知識、業務文化、合夥關係契約。這七項核心資源分別具有異質性且不可移動性的持久性競爭優勢。結論中亦針對此七項核心資源提出建議措施。
關鍵字：銀行保險、資源基礎理論、競爭優勢
The Competitive Advantage of Insurance Company
for Entering Bancassurance Business
– The Perspective of Resource Based Theory
Abstract
Due to many insurance companies got involved with and desire to enter into the business of Bancassurance in recent years, this paper uses the perspective of Resource Based Theory to inspect the resources of those that involved with Bancassurance business, and to analyze what resources could sustain company’s competitive advantage. This paper has concluded seven critical resources which could sustain company’s competitive advantage, which are capability of product design, professional insurance knowledge, partnership, relationship with banks, business culture, information system for business operation and relationship with customers. In summary, author proposes some suggestions.
Keywords: Bancassurance; resource based theory; competitive advantage