台灣壽險業自1987年開放美商進入市場，及1993年開放國人設立保險公司後，產業蓬勃發展，截至今年止，已有逾30家壽險公司，競爭激烈。在此競爭的情況下，如何開創公司的藍海，避免在紅海裡廝殺，公司的營運模式策略將會影響公司未來的發展；且因壽險商品本就屬不具專利權的金融商品，同業間商品的模仿甚易，再加上金融產業疆界日益模糊，跨業交叉銷售成為一新趨勢，故壽險公司之競爭大部份決定於公司的營運模式的選擇與發展。另，就以LIMRA在2003年對美國壽險公司CEO的調查中顯示 ，該調查的最高管理階層認為，其未來工作中面臨四項最大的挑戰，其中營運模式、通路發展即為其中之一，可見該要素對現今公司策略的重要性。 因此，各家公司採取何種營運策略、模式，實就影響該公司的營運績效與未來成就；並且從該公司的營運模式策略，可以觀之是否能永續經營。尤其，壽險產業是確保客戶人生的風險保障，提供客戶長期承諾的行業，經由所提供的服務，使保戶能獲得財務上的安全，並且得到心靈上的平和。壽險公司能如何能信守對客戶的長期承諾，而不是短線經營，短期獲取利益，實值得好好深思與探討。 本研究將透過國內壽險市場的發展與現況分析，試歸納出目前壽險產業的營運模式，並藉由個案公司保德信人壽的研究，分析其營運模式策略與該公司之經營績效。且透過個案公司與其他公司-全球、紐約人壽的經營指標比較，及金融海嘯對其影響之因素，來探討在不同營運模式策略下，各自的營運成效，並試著從中研究、探尋壽險業較適之營運模式。 另經由此研究對個案公司及對壽險業，提出個人的淺見與建議，以供個案公司、業界做為日後的參考，並亟盼未來我國壽險市場運作能更加健全與蓬勃發展。 關鍵字：保德信人壽、壽險顧問、營運模式、策略 / Since its opening up to American insurers in 1987 and then to private domestic insurers in 1993, the Taiwan life insurance industry has thrived and now consists of more than 30 firms engaged in fierce competition. Given such a competitive market, it is crucial to develop blue ocean strategies and avoid price wars. Business strategies and corresponding business models will have an important impact on the future of a firm. As life insurance is not a patented financial product, it is very vulnerable to imitation by other firms. Moreover, the boundaries of the financial sector are becoming less defined and cross-industry selling is the latest trend. As a result, competition among life insurers is mainly determined by the selection and development of business models. According to a 2003 survey conducted by LIMRA on CEOs of American life insurers, management at the highest level believed that business models and distribution channel development would be the greatest challenges for them in the future, highlighting the importance of these factors on companies’ strategy. Therefore, the selection of business strategies and models has a real impact on the current and future performance of a firm and reflect its potential for sustainable development. The life insurance industry is in the business of offering long-term risk protection, providing the insured with financial security and peace of mind. How life insurance companies can focus on keeping their promises to clients over the long term, as opposed to simply seeking short terms gains, is a subject worth considering. This study will analyze the current state and development of the domestic life insurance market and summarize the business models presently employed. A case study of Prudential Life Insurance Company of Taiwan will further provide an analysis of its business model and performance. A comparison is made between the case study and other firms, including TransGlobe and New York Life Insurance Taiwan, and with respect to the impact of the financial crisis in order to discuss individual performance under different business models and propose optimal business models for life insurers. Keywords: Prudential Life Insurance Company of Taiwan, Lifeplanner, Business model, Strategy

本文旨在探討台灣和大陸壽險公司的經營效率。由於台灣和大陸的環境背景、金融體制、經營理念等不同，使得兩岸壽險公司的生產技術水準也有所差異。本研究選擇25家台灣壽險公司和23家大陸壽險公司為研究對象，樣本期間為2003年到2008年。 迴歸模型為translog型式的投入距離函數，將模型中的隨機干擾項給予適當假定，並放入環境變數作為影響技術無效率的因子，採用最大概似法進行估計。其次，利用Battese et al. (2004)的共同邊界生產模型，將共同邊界生產函數定義為，依據不同技術組別間的隨機邊界生產函數，包絡各組別隨機邊界的確定性部份，形成具包絡性質的共同邊界，並藉此估計出屬於兩岸壽險業的共同邊界，比較台灣和大陸壽險公司在技術缺口比及共同技術效率上是否有顯著差異。 研究結果顯示:1. 台灣與大陸壽險公司的組別隨機邊界中，兩個組別在技術效率的表現上無顯著的差異。2. 台灣壽險公司的技術缺口比顯著的高於大陸，表示台灣壽險公司整體而言比較靠近共同生產邊界，隱含台灣的生產技術顯著優於中國大陸。3. 在共同邊界的技術效率中，台灣壽險公司的技術效率顯著的優於大陸壽險公司。

近年來台灣的市場利率持續下滑，可能造成保險公司無法實現對被保險人之高預定利率的保單給付承諾，利率風險已經成為壽險公司是否能繼續經營之重要關鍵。壽險公司如未能衡量利率變動風險而貿然推出保單，將對財務造成極大的負擔，不但會影響公司清償能力，亦會對社會造成衝擊，因此壽險公司應先衡量現在及未來將面臨多大的利率風險，做適當資產負債管理，以避免將來失卻清償能力。 　　本研究利用財務上平均存續期間（duration）觀念與Barney（1997）所提出之K值來衡量利率風險，以民國87-89年財務報表資料，實證研究利率風險會對那些經營指標產生影響，以喚起業界對於利率風險之重視。研究結果發現： 　　1.利率風險對於壽險公司之投資報酬率、股東權益報酬率有顯著的影響，並且呈負相關。 　　2.利率風險對於壽險公司之流動比率無顯著相關；與負債比率有顯著之正相關。 　　3.利率風險對於新契約保費成長率、保單繼續率無顯著影響，顯示國內並無明顯之逆中介情況。 　　4.壽險公司可藉由投資較長期之公債、公司債及減少保單貸款、不動產投資與固定資產項目之利率敏感度，以增加壽險公司之獲利性。 / The interest rates have been decreasing recently. Under this circumstance, it might be difficult for insurance companies to gain sufficient investment returns to fulfill the commitment of insurance policies. The interest-rate risk has become one of the critical factors for the solvency of life insurance companies. Therefore, life insurance companies should evaluate the impact of interest-rate risk and perform asset-liability management to prevent insolvency. 　　This study applies the concept of duration and K value (Barney 1997) to measure interest-rate risk and its impact on the operations of life insurance companies in Taiwan. The empirical analysis is conducted based on the financial data of life insurance companies in Taiwan during the period of 1998-2000. The empirical findings are listed as follows: 　　1.Interest-rate risk has a significantly negative impact on both investment return and ROE.. 　　2.Interest-rate risk does not have significant impact on current ratio of the life insurance companies, but it is positively related to debt ratio. 　　3.Interest-rate risk does not have significant impact on either new contract growth rate or policy renewal rate, which indicates that the process of disintermediation does not happen in life insurance industry in Taiwan. 　　4.By investing in the long-term government bonds and corporate bonds and reducing the interest-rate sensitivity of policy loans、investment on real estates and fixed assets , life insurance companies may be able to increase their profits.

行政院會於民國八十八年十二月十六日通過保險法修正草案，修正草案中針對強化之監理機制與增進保戶大眾之權益係以強化其資本適足性為其修法目標，所採之方法即建立風險基礎資本額制（Risk-based Capital, RBC）。而保險法修正案於民國九十年六月二十六日業已經立法院三讀通過，然RBC制度將於民國九十二年中實施。台灣保險監理機關的確有必要對於壽險公司之投資效率及經營上的安全作一考量，所以便引入美國監理關協會（National Association of Insurance Commissioners, NAIC）早於1993年便推動的風險基礎資本額制。 　　本文檢視美國壽險業者在風險基礎資本額制實施後，其資本結構與資產風險是否產生顯著之變化，研究保險公司之冒險行為之增減，以作為台灣監理機關未來施行RBC制度的參考。然基於此，本文利用三階段最小平方法來分析壽險業者其風險、資本與風險基礎資本制度的關係，實證結果發現RBC ratio較高的業者在風險基礎資本額制實施後，雖然增加風險但也同時調高資本比率，另一方面，RBC ratio較低之保險公司不僅僅增加公司整體風險外，也降低資本比率。 / The risk-based capital requirements developed by the National Association of Insurance Commissioners (NAIC) were intended to raise the safety net for insurers and provide regulators with the authority to intervene when capital falls below a minimum standard of capital adequacy that is related to risk. The paper examines the simultaneous impact of RBC had on life insurer’s both capital and risk. We employed a three stage least squares (3SLS) model to analyze the relationship between life insurer’s capital, risk and the risk-based capital requirements. The results suggest that life insurers with lower RBC ratio would not only increase their capital ratio but also increase their company-wide risk. Besides, the life insurers with higher RBC ratio would reduce the capital ratio and increase the risk.

壽險業的產品特性與其他產業有相當大的差異，它提供給消費者長期的保障承諾。因此，良好的企業形象是消費者進行購買決策的重要關鍵因素。 本研究主要目的在於探討影響壽險公司企業形象的原因，本文將壽險公司財務及業務經營兩大構面的績效指標分類，並以現代保險金融雜誌的企業形象統計調查結果～『最值得推薦的人壽保險公司』排名，進行迴歸統計分析，實證企業形象與經營活動兩構面之關聯性，以了解各項指標對企業形象之影響力，並提出經營企業形象的建議。 實證結果發現，壽險業企業形象的好壞與公司的財務面與業務面的經營績效均有相當程度關聯性，而業務績效指標則對企業形象的影響較大。且公司型態若屬於金控子公司或外商公司，亦對企業形象有顯著影響力。消費者對企業形象評估的觀點，不僅從財務績效評價，更在意經營品質。因此，壽險公司的經營應更加注重本業營運活動及服務品質，才能提升壽險公司本身的企業形象。 / This study attempts to analyze the relationship between corporate image and business operation of life insurance companies in Taiwan. Based on the performance indicators in underwriting and financial aspects, this study conducts regression analysis to find the influential factors for corporate image of life insurers. The corporate image measurement is based on the survey of “The strongly recommended life insurance companies” made by the Risk Management, Insurance & Finance Magazine in years 2005-2010. This study finds that both of underwriting and financial operations have considerable impacts on the corporate image of life insurance companies. The results indicate that consumers evaluate the corporate image based on not only the financial performance but also the quality of underwriting management, such as services provided by the insurers. Besides, the company types (e.g., subsidiary of financial holding companies or foreign insurers) also significantly influence the corporate image. The findings of this study suggest that the life insurance companies in Taiwan should pay more attention to the underwriting activities and service quality in order to enhance their corporate image.

「信用壽險」（Credit Life Insurance）是以債務人死亡、殘廢為保險事故而使債權人受領保險金的人壽保險。詳言之，因為債務人死亡或殘廢，將使債務人完全或部分失去清償債務之能力，進而使債權人的債權有不受清償的危險，故債權人以要保人的身份，而以債務人為被保險人，就債務人的生命、身體與保險人訂立「人壽保險契約（死亡保險契約）」 （此即為「信用壽險」），並約定債權人為受益人，當債務人發生死亡或殘廢之保險事故時，債權人即得請求保險金的給付，藉此來使債權獲得清償的保障。 「信用壽險」之保險利益為債權人對於債務人之生命、身體所具有的利害關係，性質上應屬「積極保險」，故應有保險價額（值）的概念，而具體的保險價額（值）應即債權人對於債務人之債權總額。而且「信用壽險」應屬「不定值保險」，其理賠計算標準應該「類推適用」保險法第七十三條第三項「保險標的未經約定價值者，發生損失時，按保險事故發生時實際價值為標準，計算賠償，其賠償金額，不得超過保險金額」之規定，亦即應以保險事故發生時債權人對於債務人之實際債權總額來計算損失、確定理賠金額。 「信用壽險」為「損害保險/損失填補保險」、「積極保險」與「不定值保險」，故「信用壽險」之保險理賠並非以保險契約所約定之保險金額為定額給付，而應以保險事故發生時債權人對於債務人之實際債權總額來計算損失（所以債權人在請求給付保險金時，應提出保險事故發生時實際債權總額之明細資料），再比較「保險價額（值）」與「保險金額」的關係，決定其為「足額保險」、「不足額保險」或「超額保險」，來確定最後之理賠金額，惟可以確定的是，理賠金額絕對不會超過「保險事故發生時債權人對於債務人之實際債權總額」與「保險契約所約定之保險金額」。 「信用壽險」性質上既屬「損害保險/損失填補保險」，而且係屬「積極保險」，並不會如「限額型/實支實付型」之醫療費用保險產生上述難解之爭議，故「信用壽險」仍應有複保險概念之適用，保險實務上仍應極力突破大法官會議解釋釋字第五七六號解釋所持顯然不夠精確之見解。 債權人若將其債權出賣並讓與他人時，雖然可以類推適用保險法第十八條之規定，而無待保險人之同意，但仍應適用保險法第一百零六條之規定，須經債務人（即被保險人）之同意，「信用壽險」之保單始會隨同移轉於他人。

我國基於與國際接軌之政策，會計制度預計於2013年全面採用國際財務報導準則(IFRS），其中以IFRS 4影響保險業最深，40號公報即轉譯IFRS 4而成，可以預期台灣保險業的會計及財務報導將有很重大的轉變。 由目前國外相關實施IFRS 4對會計與財務報表的潛在影響的各種文章、學者討論中可知，壽險公司的將面臨險峻的挑戰。這些挑戰包含會計盈餘波動增加、資金成本之上升、與報表使用者溝通策略的改變、財務報導成本增加、商品設計的改變等等。 為了評估實施40號公報造成的影響，本研究透過分析不同保險商品之負債適足性測試，並利用相關圖表說明本公報第二階段之實施損益及相關資產負債科目造成之影響以及利率敏感度分析。 研究發現實施40號公報可能使保險公司面臨增提鉅額負債的壓力，並建議保險公司應調整商品組合，更注重資產負債管理，以緩和對損益及相關準備金科目的影響。此外，由於我國目前係共同採用監理會計與一般公認會計原則的相關規定，建議壽險公司與監理機構應研擬相關配套之修正方法，以避免因以公平價值作為衡量基礎時，遭遇監理法令規定衍生之相關問題。 / Adapting to the International Financial Reporting Standards (IFRS) will be required in Taiwan in the near future. Among the standards, IFRS 4 has the most important impact on the insurance industry. SFAS 40 was translated from IFRS 4, so the insurance industry in Taiwan is going to undergo a substantial change in accounting and financial reporting requirements. According to the assessment of the potential impact of the new IFRS accounting and reporting system to date which largely been found in foreign trade literature, insurance industry business leaders’ comments and conflicting conclusions of expert commentators, the insurance industry faces serious challenges because of IFRS 4. The challenges include increase of accounting volatility, higher cost of capital, shift in communication policy, increase in the cost of reporting, substantial change of product design and so on. n order to evaluate the impact of SFAS 40, this paper offers several numerical examples to show the results of the liabilities adequacy test. Further, this paper analyze the difference from the figures and offers some scenario simulations to discuss the impact of interest rate changing. The result of this paper shows, if we adapt SFAS 40 phase II , the liability of the insurance company will increase largely. The paper suggest that the Taiwanese insurance industry should change life insurance product design, emphasize the importance of asset and liability management, moreover, our government and the insurance industry need to find some modified methods to solve some critical problems arisen from solvency regulations.

全球經濟情況變動，壽險公司的資產快速增加，國內投資工具無法滿足壽險公司的投資需求，政府大幅增加了壽險公司的投資範圍，如開放壽險公司海外投資上限，希望能提升壽險公司的資金運用效率。然而金融海嘯過後，壽險公司的投資績效受到打擊，金融資產出現大幅跌價，面臨投資跌價損失、資產減損、投資報酬率下降等情況，投資獲利逐漸下滑，影響了壽險公司的整體營運，經營情況日趨嚴峻。於是近年來，國內壽險公司投資收益佔營收比重逐漸增加，資產配置策略及實務上如何進行資金運用操作，實關係著壽險公司經營穩健度及獲利能力。本論文以一個案人壽公司為例，透過MV模型分析2005年至2011年間，在現行法令限制下，壽險公司投資組合的報酬率與風險之影響為何，且既定風險情況下，分析其投資績效，並探討此壽險公司資產配置是否具效率，又可如何調整配置提升投資報酬率，藉以供作壽險業未來資金運用策略之參考。 / As life insurance company assets rapidly increase and vary with global economical situations, domestic investment means no longer satisfy investing needs of life insurance companies. The Government relaxes investment restrictions, financially and legally, aiming to improve the very investment benefit of life insurance companies. But after the financial tsunami, their investment performance decreased, financial assets declined, unrealized losses on investment and asset impairment occurred, and return on Investment went down. The life insurance company’s overall operating conditions became more and more severe. Thus, the facts that the increasing proportion of domestic life insurance companies’ income on investment, asset allocation policy and practice on how to fund operations, do influence the stability and profitability of life insurance companies. Employing the Markowitz portfolio model, this thesis will analyze the investment benefit of life insurance companies with a specific case of a life insurance company during the period between 2005 and 2011. It reassesses issues below: the relation between capital allocation efficiency and risk of life insurance companies under established risk situations, the efficiency of life insurance companies’ asset allocation, and the rearrangement of asset allocation in order to upgrade capital allocation efficiency. These analyses would provide some reference for life insurance companies’ investing strategies in uses of future funds.

台灣保險業具有良好的服務品質，但台灣保險市場漸趨飽和、競爭激烈，受限於國內市場規模的限制，有必要拓展海外市場，以增加保險業成長機會及獲利空間。企業面對本國市場所造成的威脅，必須朝國際化經營方向，這都已是當今企業不得不面對的挑戰和趨勢。為追求更大幅度的成長，與利潤極大化的目標，積極地將其經營版圖延伸至海外其他國家，採取國際化策略亦是重要的選擇之一。 本研究以富邦人壽作為個案研究對象，經由企業內部和外部環境分析，探討個案公司面臨的機會與挑戰，針對個案公司之國際化策略提出建議。富邦人壽於2015年以合資方式進入韓國市場，與韓國現代汽車集團合作，取得現代汽車集團合作子公司現代人壽48.62%持股。富邦人壽為台灣保險業者中首次進入韓國市場之壽險公司，在較不熟悉之韓國市場，找到值得信賴的長期合作夥伴，不僅可學習韓國市場經營知識、分散營運成本與風險、並發揮合作夥伴之優勢。 本研究先由PEST分析探討個案公司所面臨之外部總體環境，逐一檢視總體環境中的政治、經濟、社會與科技等四項因素與產業環境，藉以找出未來發展時可能存在的機會與威脅等對於個案公司可能之影響。另於企業內部環境分析以獲得個案公司之優勢與劣勢，再加上前述所提及之外部環境的機會與挑戰，進行TOWS分析，期能推導出擴大優勢與機會之策略，抑或擬訂解決劣勢與威脅策略，據以降低內部劣勢及避開環境威脅，探討個案公司進入韓國市場國際化策略之研究，最後彙整出結論及建議，以提供給個案業者做為未來經營管理的參考方針。 / Although Taiwan's insurance industry is known for their good service quality, Taiwan’s insurance market is gradually becoming saturated and highly competitive. Due to the restriction of the size of the domestic market, it is necessary to expand overseas so as to increase the growth opportunities and profits for the insurance industry. Enterprises facing the threat posed by the domestic market must move in the direction of internationalization. These are the challenges and trends that the enterprises have to face today. It is also important to pursue more substantial growth and achieve the goal of maximizing profits by actively extending its business territory to other countries overseas and adopting an international strategy. In this study, I will analyze the internal and external environment of Fubon Life Insurance Co., Ltd. In order to make recommendations for internationalization, I will also explore its opportunities and challenges. Fubon Life entered the Korean market through joint ventures in 2015 and has partnered with Korea Hyundai Motor Group to acquire a 48.62% stake in Hyundai Life Insurance, a subsidiary of Hyundai Motor Group. Fubon Life is the first life insurance company among Taiwanese insurers to enter the Korean market. Finding trustworthy long-term partners in the less familiar Korean market can help by gaining knowledge of Korean market operation, diversify operating costs and risks, and play in part of the advantages in cooperating with partners. In this study, I will first analyze utilizing PEST analysis, exploring the overall external environment faced by individual companies and examining the four factors such as politics, economy, society and technology and industry environment in the overall environment one by one. Based on this analysis, I will find out the opportunities and threats that may exist in the future development. Another analysis that I have explored would be the company's internal environment. The purpose of this analysis is to distinguish the advantages and disadvantages of the company, throughout the analysis TOWS will be utilized putting forward SO, ST, WO, WT strategy. In order to reduce internal disadvantages and avoid environmental threats, this paper explores the case study of the internationalization strategy of case company entering the Korean market. This paper then ends with the conclusion and suggestions to be used as a reference guideline for the business owner’s future business management.

本研究共分六章： 第一章 緒論：說明壽險業的背景與經營面臨的問題、研究動機及目的，并界定研究 範圍，最后提出觀念性架構。 第二章 理論基楚及相關文獻探討，先針對生活型態理論與市場區隔理論進行了解， 再探討國內有關壽險市場消費者行為或市場調查的研究報告。 第三章 研究設計：先給予本研究之主要變數下操作性之定義，設立研究假設、介紹 本研究整個過程及所使用的分析方法，說明問卷設計的經過、資料 集過程及樣本結 構，接著計算問卷的信度，最后說明本研究的限制。 第四章 生活型態區隔之分析：利用因素分析法得到生活型態的構面，以集群分析予 以適當分群，再以這些穩定之分群來探討各群在購買行為、動機、評估準則、方案評 估、情報來源等方面之差異，以掌握消費者特性并擬定策略設計并提供合其所需之保 險商品。 第五章 專屬性商品之開發：本章就國內三張專為女性設計之特種商品––婦女險提 出比較，并探討現有區隔之各群體之購買意願及此商品之市場潛力。 第六章 結論與建議，摘述本研究之重要發現，并根據研究發現向相關單位提出建議 ，并提出爾后研究之建議。