我國銀行保險市場行銷管理策略之研究

　　銀行兼營保險業務，已形成一股新的保險市場趨勢；然消費民眾與銀行行員能否接受此金融市場結合與轉變，實為銀行保險業務推展成功與否之關鍵因素。本文研究內容除針對我國銀行保險市場環境特質做SWOT分析，並擬定行銷策略外；另亦採問卷探索消費民眾與銀行行員之認同心態，藉以協助銀行保險規劃正確行銷策略管理模式。本文調查結果發現消費民眾對於銀行兼營保險觀念，大部份以銀行據點多、購買方便容易、資金雄厚、以及信賴感夠，尚能接受；最不能接受理由乃擔心其售後服務與專業程度不足。另銀行行員以中生代接受程度較低，不如新生代，且行員尚存有消極被動應付心態。

關鍵字：銀行保險、保險代理人、保險經紀人、保險行銷
A Study of Marketing Management Strategies of Bancassurance in Taiwan
Abstract
Bancassurance has formed a new trend in insurance marketing. But acceptance by consumers and bank clerks may be the major factors in determining whether or not bancassurance marketing will succeed. This paper discusses marketing strategies, including products, prices, channels, and promotion strategies. In addition, this paper also proposes two questionnaires to explore the awareness of consumers and bank clerks to be analyzed for the purposes of helping bank managers to recognize weaknesses in management as well as of specifying correct models of marketing strategies. Major findings are that the concepts of bancassurance have been accepted by the majority of consumers. Some reasons for this acceptance include more branches, purchase convenience, abundant capital, and adequate confidence, but uncertainty concerning post-purchase service satisfaction and professional knowledge are key reasons for resistance. Another finding is that older clerks show greater resistance than young clerks and persist in their reluctance to accept changes.

Keywords: bancassurance, insurance agent, insurance broker, insurance marketing