“银行保险”(Bancassurance)在欧美已盛行多年且深具实效,然在我国台湾地区是一个新兴起的渠道,并正处于发展阶段。近年来台湾地区寿险业之经营面临各种内外在环境变迁影响,获利节节下降,营运困难度增加。加以金融制度开放,致银行、保险、证券间的业务区隔逐渐模糊,如何整合行销资源和突破现有困境以获取最大竞争优势,遂成为寿险业者营运重点。从事银行保险,如能充分发挥双方优势,能为消费者、寿险业及银行业三方带来利益,并可达到三赢的成效。 Bancassurance has been popular for many years in Europe and the United States, and is very effective. However, it is a newly emerging channel in Taiwan of our country and is at a stage of development. In recent years, the life insurance industry in Taiwan is facing a variety of internal and external environmental changes, resulting in a drop in profits and an increase in operational difficulties. With the opening up of the financial system, business divisions between banks, insurance companies and securities have become increasingly blurred. How to integrate marketing resources and break through existing dilemmas to gain the maximum competitive advantage has become the key focus of the life insurance industry. Engaged in bank insurance, if you can give full play to both advantages, can bring benefits to the consumer, life insurance and banking tripartite, and achieve win-win results.