本研究主要討論壽險市場中，競爭者行為對其銀行保險通路策略的影響。過去我國壽險公司主要以業務員通路為主，但銀行保險通路加入後，銀行擁有龐大據點與人員，保險公司透過與銀行合作調整通路策略，可在短期內獲得大量通路與業務，相較於建置緩慢且成本高的業務員通路，可更快速回應競爭者的市場行為。因此本文由動態競爭觀點出發，以臺灣2005 年至2013 年壽險公司為研究樣本，檢視各公司間的競爭行為，對目標公司銀行保險業務量以及保險費比重改變的影響。實證顯示在銀行保險排名前端競爭較為激烈的壽險公司間，銀行保險策略明顯會受到競爭對手的競爭性行動影響。

This study analyzed the effect of competitors’ activities on the bancassurance strategy from the competitive dynamics perspective. We investigated strategy and competition in the bancassurance business using data from Taiwan’s life insurance companies from 2005 to 2013. For bancassurance competitive actions, we employed net bancassurance premium change and percentage changes in the bancassurance business as strategic measures of bancassurance. The empirical results reveal samples with higher competitive tension and competitive capabilities, and they show positive relationships between competitors’ actions and competitive actions in the bancassurance business. The results provide evidence supporting the notion that competitors’ strategies affect insurers’ bancassurance strategies.

銀行保險; 動態競爭; 競爭者行為

bancassurance; competitive dynamics; competitors’ activities