A STUDY ON BUSINESS STRATEGY AND BUSINESS MONDEL OF BANCASSURANCE TELEMARKETING IN TAIWAN

• Main Authors: Shu-Ming,Chang, 張淑敏
• Other Authors: Shin-An,Liang
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/46906847415078445068

碩士 === 國立臺北大學 === 國際財務金融碩士在職專班 === 95 === The traditional distribution channel for insurance is direct sales force, however, as time change, alternative channels, especially the bancassurance telemarketing channel has became the important channel for insurers. According to the statistics from The Life Insurance Association of the Republic of China, the first year premium grow 15% -25% every year during last ten years. The distribution channels diversified from direct sales force to telemarketing, direct marketing, bancassurance and media marketing as the market grew rapidly. To some foreign banks and the foreign insurers which focus on alternative channels, the bancassurance telemarketing brings the revenue they desired. Though the market looks promising in one way, there is no much innovation on product development, therefore, the convert rate is decreasing which shrink the profit margin for bancassurance telemarketing business. Furthermore, the cards debt also brings negative impact on this business. Since there are market and macro environment changes, there should be new opportunities and challenges that the banks and insures should deal with. Therefore, this study would like to review the bancassurance telemarketing development in Taiwan, and further discuss the current business strategy and business models the banks choose to find out the optimal business strategy and business model nowadays.