寿险公司银行保险通路策略会不会受到竞争者行为的影响-台大管理论丛.PDFVIP

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寿险公司银行保险通路策略会不会受到竞争者行为的影响-台大管理论丛.PDF

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臺大管理論叢 2017/5 27 2S 149-176 DOI:10.6226/NTUMR.2017.MAR.RM104-024 壽險公司銀行保險通路策略會不會受到競爭者行為的影響：動態競爭觀點之探討 Effect of Competitors’ Activities on the Bancassurance Strategy of Life Insurers: Competitive Dynamics Perspective 彭金隆 / Jin-Lung Peng, Associate Professor, Department of Risk Management and Insurance, National Chengchi University 魏筱昀 / / Siao-Yun Wei, Lecturer, Department of Banking and Finance, Chinese Culture University / Ph .D . Candidate, Department of Risk Management and Insurance, National Chengchi University 陳彥志 / Yen-Chih Chen, Ph.D. Candidate, Department of Risk Management and Insurance, National Chengchi University Received 2015/12, Final revision received 2017/3 摘要 2005 2013 【關鍵字】 Abstract This study analyzed the effect of competitors’ activities on the bancassurance strategy from the competitive dynamics perspective. We investigated strategy and competition in the bancassurance business using data from Taiwan’s life insurance companies from 2005 to 2013. For bancassurance competitive actions, we employed net bancassurance premium change and percentage changes in the bancassurance business as strategic measures of bancassurance. The empirical results reveal samples with higher competitive tension and competitive capabilities, and they show positive relationships between competitors’ actions and competitive actions in the bancassurance business. The results provide evidence supporting the notion that competitors’ strategies affect insurers’ bancassurance strategies. Keywords bancassu