| Summary: | 碩士 === 銘傳大學 === 國際企業管理研究所 === 86 === By applying the theory of strategic groups to Taiwan''s life insurance industry, this study examines whether strategic groups exist in this industry and the relationship between their strategic patterns, sources of mobility barriers, and performance. Findings of this research are as following: 1. Due to different strategic moves and resource characteristics, Taiwan''s life insurance companies can be divided into four groups: "Leader Group", "Follower Group", "Challenger Group", and "Fall behind Group". 2. From the perspective of subjective performance measures, there are significant differences among strategic groups in indices of "effective contract mark et share" and "new contract market share". From the perspective of objective performance measures, various groups are significantly different in in dices of "effective contract market share", "new contract market share", and " contract continued rate". 3. There is significant positive correlati on between group''s lever of mobility barriers and performance, that is to say, the higher the mobility barriers of one group, the better the performance of that groups.
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