以商業銀行為基礎之金融控股公司經營銀行保險之行銷競爭優勢研究

Abstract

我國於民國90年7月間通過「金融控股公司法」，有鑑於此，已有多家商業銀行申請轉型成立金融控股公司，在金融控股經營模式下，運用共同行銷方式跨業銷售保險商品，以滿足顧客一次購足（one stop shopping）之金融保險需求，惟銀行、保險之產業環境、企業文化、薪資結構、及對企業忠誠度差異頗大，因此，本研究旨在探討以商業銀行為主體之金融控股公司，運用行銷的交互關係所產生的綜效（synergy）效果，冀望能提供業者在競爭激烈的金融環境中取得競爭優勢。 本研究係依MICHAEL E. PORTER於「競爭優勢」一書中所提之「價值鏈」模型，藉由經營單位間之交互關係，可減低差異化成本，或彌補較高的差異化成本。並據以「基本設施」、「技術」及「行銷」等三項構面為問卷設計藍圖，實際訪問屬商業銀行為主體之金控業者，共計有第一商業銀行、華南商業銀行、中國信託商業銀行、台新商業銀行及玉山商業銀行，其中除台新商業銀行因故未接受訪談外，其餘業者均接受訪談。訪談項目包括：(1)基本設施可能共用的形式，(2)技術可能的共用形式，(3)行銷可能共用的形式，及(4)銀行保險的經營綜效。另為求周延，分別訪問壽險、產險及第一金融控股公司等高階經理人，以專家的角度審視商業銀行經營銀行保險的競爭優勢。 訪談結果顯示，在「基本設施交互關係」中，目前業者於高階經理人在經營銀行保險實際經營做法上給予高度的承諾，而銷售銀行保險的營業據點上，也是形成經營銀行保險的行銷競爭優勢來源；在「技術的交互關係」中，主要是來自客戶資訊管理技術；在「行銷的交互關係」中，品牌及廣大的客戶群，同時又有廣大的行銷網及業務人員，在經營銀行保險的行銷競爭優勢上有較其他業者為強之處。 本研究針對研究結果，業者欲達成經營銀行保險業務之綜效，必須衡酌外在環境與本身的核心競爭能力，並據以擬定業務整合、資訊整合及市場區隔的策略，以形成競爭對手短期內無法達成的行銷競爭優勢。

Our country passed “Law of Financial Holding Company” in July, 2001. Therefore, several commercial banks have applied for changing and establishing the financial holding companies. Under the business model of financial holding companies, cross-selling is adopted to sell insurance products to meet customers’ demand of one stop shopping in financial insurance. As there are the great differences between banking and insurance in business environment, business cultures, salary structure and employee loyalty, the purpose of the research is to study the synergy resulted from various marketing strategies of marketing of the financial holding companies. Moreover, it is expected to help the financial holding companies to win competitive advantages from the fierce financial competition. The study is based on the model of “Value Chain” from the book of “Competitive Advantages” written by Michael E. Porter that the mutual relations between different business units can reduce or compensate differential costs. Therefore, a questionnaire is designed in accordance with the infrastructure, technology and marketing. The interviewers are the holding companies based on the commercial banks, including First Commercial Banks, Hwa-Nan Commercial Bank, China Trust Commercial Bank, Taishin Commercial Bank and E-Sun Commercial Bank. Besides Taishin Commercial Bank, all the other commercial banks have been interviewed. The contents of the interview include: (1) possible sharing resources in infrastructure (2) possible sharing resources in technology (3) possible sharing resources in marketing and (4) business synergy of Bancassurance. Senior managers of life insurance company, property insurance company and First Financial Holding Company were interviewed toprovide opinions. The report suggests that to win synergy in bacassurance financial holding companies should first examine the external environment and its own core competency and then to form strategies of business integration, information integration and market segmentation.