探討臺灣壽險業者赴越南經營之發展機會與挑戰 – 以E公司為例

Abstract

臺灣壽險業經歷幾十年的蓬勃發展，如今市場面臨飽和的問題。低利率環境使得壽險公司的利差損持續擴大，且少子化與高齡化社會問題讓壽險公司成長緩慢。為拓展業務，許多壽險公司開始往海外開拓，希望能找出自己的藍海，而東協國家是目前最有潛力的發展市場，尤其是越南。 越南在地理位置與人口紅利上都獲得優勢，國家自改革以來，經濟逐漸與國際接軌，人民生活水平隨而提升。當生活水平獲得改善的時候，人民開始對自我安全的需求加以重視，故壽險業有很大的發展空間。越南壽險市場可視為外商公司的競爭天地，至2017年底共有十八家壽險公司在越南經營，其中只有一家是越南本土的公司。因此，進入此市場對臺灣壽險業者而言有很大的商機，同時也面臨不少挑戰。 本研究以臺灣壽險業者赴越南經營為研究對象，探討臺灣壽險公司進入越南市場的動機，以及其經營機會與困難。研究方法採混合研究法，經由問卷調查與深度訪談方法，深入了解越南壽險市場的消費者特徵，探討壽險業在越南經營的策略，並以SWOT方式分析目前在越南經營的臺灣子公司所面臨的挑戰與未來的發展機會。 本研究將實證調查的結果歸納出臺灣壽險業者赴越南經營的機會以及可能面臨的困難。研究發現，臺灣壽險業者赴越南經營有很大的發展機會，包含總體經濟面、法規制度面、產品面的發展機會。同時臺灣壽險業者面臨不少挑戰，包括市場面、產品面以及人才培育方面的挑戰。

After some decades of vigorous development, the life insurance industry in Taiwan has reached its mature stage. In recent years, the growth of insurance companies has been declining due to the ageing society with high life expectancy and low fertility rate. Under these circumstances, many companies are expanding their business abroad to seek new markets and increase their profits. Most of ASEAN countries, especially Vietnam, are potential markets for them. Vietnam is attractive for its geography as well as its young population. Since the Renovation in 1986, the economy of this country has been growing rapidly and being integrated into the global economy. Together with the improving quality of life, the Vietnamese concern more about their safety. Thus, it generates more space for the life insurance sector in Vietnam. In fact, the Vietnamese life insurance market is the competing field for foreign entities. In 2017, there is only one out of 18 companies operating in this sector is a domestic company. Therefore, this is not only a prospective but also a competitive market for Taiwanese life insurance companies. The goals of this study are to examine the motives, opportunities, and challenges of a Taiwanese life insurance for entering the Vietnamese market using the mixed method. The empirical evidence is based on a Taiwanese life insurance company branch Vietnam. Survey method and management board interviews are applied for studying the consumption of life insurance as well as the strategies of the selected company to operate in Vietnam. In addition, SWOT is employed to examine the potential development and challenges of this subsidiary. The study shows that Taiwanese Life Insurance companies have great development opportunities due to the growth of the economy and the regulations of Vietnam. On the other hand, they face many challenges from the market, products as well as human resources. The findings of this paper could be used as references for Taiwanese life insurance companies aiming to operate and develop their business in Vietnam.