金控架構下銀行保險競爭優勢－以交互關係論The Competitive Advantages of the Bancassurance under the Framework of Financial

摘要
由於金融控股公司的成立，銀行保險通路的發展漸已成為台灣保險市場新趨勢及保險業務重要來源。銀行保險業務的盛行在金控架構下未來將是不可避免的趨勢。然銀行保險通路如何成為保險業務重要來源？本文主要乃引用Michael E. Porter(1985)之價值鏈與交互關係理論觀點，探討「銀行保險」在金控架構下如何形成競爭優勢；本文重點除針對銀行保險業務做價值鏈與價值活動內容分析，及探討如何運用交互關係與價值活動共用方式，而達降低成本與差異化之競爭優勢外，亦分析其可能維持持續競爭優勢之策略與方法，藉以創造持久性競爭優勢。另亦針對目前競爭劇烈金融環境提出建議，以供銀行保險策略發展之參考。
關鍵字：金融控股公司、銀行保險、交互關係、競爭優勢
Abstract
The development of bancassurance channels have been a new trend and an important source of the insurance business in the market of Taiwan since the setup of financial holding companies. The flourishing of bancassurance will be an inevitable trend under the framing of the financial holding company. But how will the bancassurance channels become an important source of the insurance business? This article employs theories of the value chain and mutual relationship of Michael E. Porter (1985) to discuss how the bancassurance, under the framing of the financial holding company, will be equipped with competitive advantages. The focus is to analyze the bancassurance in respect of value chains and value activities, and it also discusses how to deduct costs and gain differentiated competitive advantages by utilizing mutual relationships and value-activities together. Besides, in order to create enduring competitive advantages, the possible strategies and methods of continuous competitive advantages will be thus analyzed in this part as well. The current research recommends for developing the bancassurance strategies in the competitive financial environment.