| Summary: | 碩士 === 淡江大學 === 保險學系保險經營碩士在職專班 === 97 === With respect to the evolution of our country bancassurance over years, as a matter of fact, this sector has been surviving in a very narrow space by making use of low-rate markets as well as when the banks were seeking the profits. To satisfy the demands of clients and channels, the insurance commodity all were introduced by replacing yield from time deposits and offering attractive handling charges in order to maintain the bank’s own track records and market shares. With abundant resources of clients and sales channels, the bankers held the edges in regard to capital flows and channels thanks to full reliance and supports from their clients. The insurance companies could meet all demands of protection, financing, retirement and tax projects in all life cycles of the clients with regard to development and innovation of products, sales training and after service; as a result, the insurance companies could offer more perfect financial services to the clients.
Therefore, seeking rights partners for closer cooperation should a solution for long-time development of bancassurance. In case of alliance for short-term profit, both partier would face a “short-term bull market and long-term bear market” adversity. How is the current developmental situation of insurance marketing channels? How is the prospect of marketing channels? How is the problem for integration of new channels and existing channels? These issues are worthy of discussing for reference by the banks and insurance companies.
The present research laid stress on study of insurance marketing channels for the banks. For a successful marketing, there should be good commodity, competitive pricing strategy and incentive promotional manner, and the most important thing is to sell clients the commodities via a proper channel. For the marketing, if you could control the channel, it shall mean that you could control the business.
Second data of the research tried making an in-depth study in order to analyze the current management environment of “Bancassurance” sector as well as the possible development of “ Insurance Marketing Channels of Bankers” in the future by gathering and concluding both local and foreign journals and theses relating to “ Bancassurance Marketing Channels” thesis.
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