The Case Study on the Relationship between the Insurance Marketing Channels of the Commercial Bank and Insurance Brokerage Company of the FCB and the FIBC

[[abstract]]The Commercial Banks have faced strong competition when the Taiwan government deregulated the bank law since 1991. Competition not only comes from their own counterparts but also from other financial institutions such as the insurance companies and independent insurance brokerage firms. To boost profits and service categories, various business strategies were conducted, such as offering life insurance sales over the counter, setting up subsidiary insurance brokerage firm etc., This case study is based on two regional divisions of the First Commercial Bank (FBC) and its subsidiary First Insurance Brokerage Company (FIBC). I focused on the functional relationships between the subsidiary insurance brokerage firms and the departmental organization subsided in the commercial banks. This case study is carried out by collecting of the insurance sales data and the conducting focused group discussion of bank clerks and managers. The best collaboration and successful model comes out from the studies of the bank organization and its functional change (including the organization change and associated human resources, technical and cultural sides of the new organization), and the subsidiary insurance brokerage service contents (including insurance products, product training and commission rebate to the bank clerks, etc.)