台灣為推動金融自由化與國際化政策，自民國七十六年起，先是開放外國保險公司進入台灣保險市場，並於八十一年開放本國新保險公司之設立。臺灣保險產業從政府保護階段逐步走向開放競爭，到九十年之後，隨著保險市場的逐漸飽和與中國大陸加入WTO後對金融市場的開放，促使台灣金融保險業者競相到大陸設立辦事處，尋求適當伙伴,成立合資公司，進行新市場的開拓。 雖然中國保險行業為金融業中較早開放的項目，但保險業仍屬中國外商投資的限制類產業。截至目前，中國壽險業依然沒有放寬外資設立壽險公司必須合資的限制，且外資在合資壽險公司中的持股比例不得超過50%。加上中國保險監理機關對於保險公司的政策與管理，仍扮演著舉足輕重的角色。因此讓大陸的本土公司仍有適當的時間來應付外資公司的競爭，更讓進入大陸市場的外資公司在市場的拓展上，受到一定的限制。 本研究首先是對臺灣保險產業的概況進行瞭解，蒐集相關資料分析保險公司西進大陸的因素。2000年大陸保險產業在開放後，大陸保險監理機關對保險公司的監管制度、政策變化情形，並對與整個產業的概況進行暸解。運用個案分析來分析大陸保險產業的競爭強度與獲利能力，有助於知道個案公司應當如何在產業內進行定位。再對個案公司的經營競爭策略進行探討與分析，其目的就是在分析臺灣保險公司進入大陸市場後，面對其他中外資保險公司的競爭，台資企業的經營模式之探究，市場佈局的策略對於經營績效的影響。最後根據研究結果，提出對壽險產業一些見解與建議，並能提供相關的意見給管理學者參考。 ;From 1987, in order to impetus finance liberalization and internationalization policy in Taiwan, it first opens for the Foreign insurance company to enter the Taiwan insurance market and then opens for the establishment of the new Insurance company in 1992. The Insurance industry in Taiwan moves from the stage of protection from the government toward the open competition gradually. In the late 90 years, the Insurance market is saturated gradually in Taiwan and follows with the opening of the financial market after mainland China joins WTO, these urge all Taiwan finance underwriter to set up the office and seek for the suitable partner for Joint venture in mainland China as to carry on the development in the new market. Although the China insurance industry is one of the financial industry in project that opens early, but the insurance business are still the limit class industry of the China foreign merchant investment. Up to present, the China life insurance industry has still not relaxed the foreign capital to set up the limit which the life insurance company must pool capital, and also foreign capital in pools capital in the life insurance company to own stocks with the proportion not to surpass 50%. In addition China insures the overseeing institution is still playing the pivotal role regarding Insurance company's policy and the management. Hence the foreign capital company receives certain limit when it comes to the market development and let the native companies in mainland China still have enough time to deal with the competition from foreign capital company. This research first carries on the understanding to the survey on Taiwan insurance industry and then collect correlation data and analysis the factors why Insurance companies west bound mainland China. To carry on the understanding to the mainland insurance overseeing institution to Insurance company's supervisory system, the change of the policy and the entire industry's survey after the opening for insurance industry in mainland China in 2000. It will be very helpful in knowing how the case company can carry on the localization in the industry by using the case studies on the competition intensity and profit ability of the mainland insurance industry. Carry on the discussion and the analysis again to the case company's strategy of competition management competition is to know the influence from the Taiwan funded company's inquisition of business model and market layout strategy the to the management of achievements the after Taiwan Insurance companies entering the mainland market and facing the competition from foreign capital Insurance companies. According to the findings to propose some opinions and suggestions to life insurance industry and to provide the related opinion for reference to the scholar of the management.
