回顧過去幾年，我國銀行保險的發展，可說是利用低利率市場與銀行追求獲利的夾縫中生存，為滿足客戶和通路的需要，所推出的產品皆以打敗定存報酬率及提供優渥手續費，來吸引通路上架自己的保險商品，以維持銀行本身業績的成長與市場占有率。銀行擁有豐沛的客戶資源及銷售通路，獲得客戶充分的信賴與支持，掌握金流與通路優勢；保險公司則在產品開發與創新、銷售訓練與售後服務上，能滿足客戶人生週期各項保障、理財、退休與稅務規劃需求，更可提供客戶完整的金融服務
因此，尋求合適對象更緊密的合作，才是銀行保險長久發展之計，若僅侷限於短期利益的結合，則雙方都將面臨短多長空的厄運。因此，當前保險行銷通路之發展現況如何？行銷通路未來展望如何？新增通路與現行通路之整合問題？均值得加以探討，期能提供銀行業與保險業者參考。
本研究之重點在探討銀行業保險行銷通路。成功的行銷，不但要有好的產品、競爭性的定價策略及激勵的促銷方法，更重要的是要有合適的通路將商品銷售給客戶，商場上稱掌握住通路即掌握了業務，其意在此。
本研究之次級資料主要利用國內外有關「銀行保險行銷通路」的期刊論文與碩士論文收集與歸納，從中探索與深入研究，分析我國現階段的「銀行保險」業務經營環境及「銀行業保險行銷通路」未來的可能發展。

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.

目錄
第一章 緒論.......................................................................................1
第一節 研究動機與目的...........................................................................1
第二節 研究範圍與限制...........................................................................3
第三節 研究方法與流程...........................................................................6
第四節 研究架構及內容...........................................................................8
第二章 文獻探討............................................................................10
第一節 銀行保險之發展.........................................................................10
第二節 銀行業行銷保險業務之方式.....................................................18
第三章 我國銀行業保險行銷通路現況分析.................................22
第一節 我國產壽險業之行銷通路.........................................................22
第二節 我國銀行業保險行銷通路.........................................................28
第三節 我國銀行業經代人通路成效分析.............................................31
第四章 銀行業行銷保險業務成功因素之探討.............................37
第一節 銀行業行銷保險業務之成功因素之探討.................................37
第二節 銀行保險未來發展趨勢................................................................40
第五章 我國銀行業保險行銷通路之問題與解決對策.................45
第一節 我國銀行業新增通路與現行通路整合分析.............................45
第二節 我國銀行業保險行銷通路之挑戰與對策.................................49
第六章 結論與建議........................................................................55
第一節 結論.............................................................................................55
第二節 建議.............................................................................................59
參考文獻...........................................................................................64
I
II
圖表次
圖1-1研究流程圖.......................................................................................7
表2-1銀行保險定義彙整表.....................................................................10
圖2-1銀行保險連續整合理論.................................................................13
圖2-2銀行保險商品的演進.....................................................................15
表2-2人壽保險市場預測因子表.............................................................16
圖3-1不同階數之行銷通路型態.............................................................22
表3-1壽險從業人員統計表.....................................................................26
表3-2 2007年底本國保險仲介人家數統計表........................................31
表3-3 2007年各壽險公司銀行保險新契約保費收入占率統計表.......32
表3-4銀行保險新契約保費歷年占率統計表.........................................33
表3-5銀行業轉投資保險仲介人公司一覽表.........................................33
表4-1適當的組織:選擇與挑戰...............................................................38

參考文獻
一、中文部分
1.王維元、彭金隆(2004)，「我國保險業參與跨業行銷相關規範之研究」，保險事業發展中心。
2.吳鴻麟(2008)，「國內投資型保單何去何從」，現代保險金融理財雜誌，第二三五期，94-96頁。
3.林敏華、賴本隊(2004)，「人壽保險」，華立圖書有限公司。
4.林進修，「金控保險子公司發展銀行保險之競爭策略研究-以個案公司為例」，輔仁大學管理學研究所在職班碩士論文， 2007年6月。
5.凌氤寶(2000)，「保險業跨業經營之研究」，保險事業發展中心。
6.高瑞鴻，「我國銀行保險合作網絡關係之研究」，實踐大學企業管理研究所碩士論文， 2007年6月。
7.郭國亮，「銀行業兼營壽險之行銷研究－從服務品質觀點切入」，逢甲大學企保險研究所碩士論文， 2001年12月。
8.蔡美卿，「我國銀行業經營保險業務之研究」，實踐大學企業管理研究所碩士論文， 2000年6月。
9.賴惠瑛，「論我國銀行經營保險業務之策略分析-以金融控股公司之經營模式為例」，淡江大學保險經營研究所碩士論文， 2001年6月。
10.張文武譯(2000)，「銀行保險－銀行兼營保險之策略」，財團法人保險事業發展中心，11-47頁。
11.德國幕尼黑再保險(1999)，「保險英漢辭典」，財團法人保險事業發展中心。
12.中華民國人壽保險商業同業公會，2007，壽險業務統計資料。
13.廖述源(2007)，財產保險經營，財團法人保險事業發展中心。
14.趙清遠(2004)，「我國銀行保險市場行銷管理策略之研究」，保險事業發展中心
15.蔡政憲、王為倩(2001)，「銀行跨業兼營保險之模擬分析」，保險事業發展中心。
16.保險事業發展中心(2003)，「我國產險行銷通路未來發展趨勢」，保險事業發展中心。
二、英文部分
1.Arrow, K. J. , “Essay in the Theory of Risk-bearing, North Holland”,1971.
2.Butt, M. , “Insurance and Savings: A Financial Service War?”, Geneva Association ,16th,Paris, 5 June 1989.
3.Chatillon, “French Association for Credit Institutions”, Tribune del Assurance ,1993, p.6.
4.Clark et al., “Economicies of Scale and Scope at Depository Financial Institutions : A Review of the Literature“, Federal Reserve Bank of Kansas City Economic Review, September/October 1988.
5.Daniel, J.  ;Les, P. “Enjeux de la Bancassurance”, second edition, Paris: Edition de Vreneuil, 1995.
6.Eaglesham, J., “Product Tie-Ins and Property Loans”, Consumer Policy Review, October 1992, 2(4), pp.233-237.
7.Elkington, W., “Bancassurance”, Chartered Building Societies Journal, l993,pp.2-3.
8.Gardener& Molyneus, “Financial Conglomeration: A New Challenge for Banking”, The Future of Financial Systems and Service, Macmillan,1990, Chapter 15.
9.Genetay,N.“Banking Strategy:Bancassurance in France and the United Kingdom”,unpublished MAdisseration,Universityof Wales Bangor,UK,1993. 
10.George, Strange, “Bancassurance and Direct Market”，LIMRA’S，Market Facts，SEP/OCT 1999.
11.Gregory, J. G.; Patrick, T. L. , “LIMRA’s Market Facts Quarterly”, Spring 2005, pp. 38-40.
12.Gumbel, E. H. ,“Banks and Insurers in the Quest for New Relationships”, unpublished typescript of a paper read to the University od Karlsruhe,1990.
13.Holsboe, J. H.“Specialization and Diversification in Financial Services some Recent Practical Experience in the Netherlands”, The Geneva Papers on Risk and Insurance,18(69),October 1993,pp.388-398.
14.Hoschka, T. C., “Bancassurance in European,London”Macmillan,1994. 
15.Huizinga, H., “The Hampden Lectures 1992, Banking and Insurance: An Ideal Combination?” ,The Insurance Perspective’,London,1993.  
16.Label-Green& Bloomfield, “Bancassurance: The Shape of things to come ”, Post magazine ,23 June 1994,pp.16-19.
17.Lafferty,M,“A Breach of Tust”,Life Conference Open Forum,Retail Banker International,14 Aprial 1991,pp16-19.
18.Leach, “European Bancassueance :Problem and Prospects to 2000”, F7 management Report,1993,pp55.
19.Levy-Lang, A., “Banking Strategies for the 1990s’,in D.E. Fair and C de Boissieu (eds), Chapter IV, Financial Institutions in Europe under New Competitive Conditions, Kluwer Academic Publishers,1990.
20.Lewis, B. R., “Quality in the Service Sector : A Review,” International Journal of Bank Marketing(IJB),Vol:7,1989,pp.4-12,.    
21.Life Insurance International ,London “BANCASSURANCE-CROSS-SELLING: The tough road to success”, Jan 2007,pp. 1-4.
22.Gora, J. C., Bancassurance: Positioning for Affiliations, Life Office Management Association LOMA,1997.    
23.McGoldrick& Greenland, “S. J. Retailing of Financial Services, London: McGraw-Hill Book Company”, 1994.
24.Middleton, P., “Are Non-Banks Winning in Retail Financial Servaces?”,  International Journal of Bank Marketing, No 5 1/1987,pp.1-16. 
25.Morgan,G., “Problems of Integration and Differentitation in the management of Bancassurance”, Service Industries Journal ,14(2),April ,1994,pp.153-169..
26.Nadege Genetay &Philip Molyneux, Banassurance, Macmillan Press Ltd.,1998.  
27.Nicholson, G. , “ Competition between Banks and Insurance Companies-The Challenge of Bancassurance”, in Steinherr(ed.),Chapter 6,The New European Financial Marketplace,London:Longman,1992.
28.O’Neill, J. E., “Unitised With-Profits-Gamale’s Advice”,Institute of Actuaries”, presented 26 April 1993.     
29.Pitt, W. ,“Bancassurance: Strategies for Success”, Special Report, November 1990, London: Evendale Publishing. 
30.Poulter, I. ,“Banca Commercial Italiana – Company Report”, Yamaichi International (Europe) Limited,19 November 1993.
31.Revell, J. , “Changes in Universal Banks and the Effect on Bank Mergers”, Institute of European Finance Reseach Paper,91/15, University of Wales Bangor,1991.
32.Swiss Re. ,“Bancassurance”,Sigma,No.2.,1992.
33.Swiss Re. ,“Life Insurance in Eight Countries :Structures and    Development from 1980 to 1990”, Sigma,No.3.,1993.
34.Vacquin,M.“Une extension vers des Activites Parabancaires”Banque et Strategie,No.65,15 September 1990,pp.8-11.
35.Wein,A.“More Than a Merger”, The Banker, 8 Jauary 1993,pp.8-9.