近年來由於銀行和保險業其各自產業內之競爭趨於飽和，從而利用銀行之通路資源銷售保險商品，以增加保險公司保費收入及使銀行獲取銷售佣金之銀行保險日受重視。然此產銷分離之架構，亦使原本獨自之作業系統益加冗長繁複，為求銀行、保險公司及其商業夥伴之價值鏈有效整合，以加速其承保出單流程之推進，本文爰以各參與成員聯合為客戶提供價值為主軸，藉由對價值鏈及銀行保險相關文獻之探討與透過對銀行保險市場之經營分析及其價值鏈整合之個案研究，導引出保險業就非關鍵資源之保單行銷及服務遞送等營運活動，倘透過銀行保險來執行當更具效益且交易成本得以降低；而在商品差異度有限及替代品眾多之下，為應高度競爭之市場環境，銀行保險各網絡成員尤應協力建構順暢之流程系統，俾以便捷之優質服務共為客戶創造高於傳統行銷之價值；據此，各價值鏈成員務須跨越企業界限，將自身流程再向外延伸，以高效率之電子連結減少實體流程中待處理之業務數量及降低所生延誤，使整個承保出單活動得以回應客戶即時需求與預期；抑且在回應客戶之拉力與改進現有流程系統之推力下，將原本側重功能導向之結構轉換成以流程驅動著重速度者，當為頗具效益、符合銀行保險營運特性、足為客戶創造價值及深化銀行與保險業競爭優勢之價值鏈整合方案。以上研究結果當可供經營該項業務之銀行與保險公司重新定位各價值鏈成員之角色功能及組織實務，俾以規劃銀行保險價值鏈整合最佳化模式之參考。

Due to the fact that the competition among the banks as well as among the insurance industries is nearly saturated, Bancassurance, the way in which the insurance product is sold through the bank channel, becomes increasingly important. But this system whose sale is separated from production also results in the operations more complicated than before. To integrate the value chain among the bank, the insurance company, and the other partners to accelerate the procedures for issuing a policy, my thesis hence focuses on the key point that the Bancassurance value chain members shall together provide their value for the customers, and introduces the viewpoint that it will be more effectively for the insurer to sell its products if by Bancassurance, and due to minor discrepancy in the products, all the members shall cooperatively set up smooth procedures and operating systems to face the great competition by speedy good service. Hence each member shall extend its own procedures to the other ones and by electronic links with each other decrease the workload as well as delay to live up to the customers’ expectations. In addition, the shift of emphasis from function to procedures within the framework of Bancassurance shall be a good proposal which can meet its characteristics and reinforce the competitive advantage of the banks and the insurers. The said research conclusion may be therefore provided for reference when designing a Bancassurance value chain integration model.

中文文獻
(1)期刊
趙琪，「交易成本對品牌延伸方式決策的影響」，管理學報，第16卷，第1期，第43~68頁，民國八十八年。
翁順裕，「以交易成本經濟探討保險業之銀行通路－銀行保險」，保險實務與制度，第伍卷，第一期，第100~107頁，民國九十五年。
黃品豪，「銀行保險列車開動」，現代保險，第23~26頁，2002年10月號。
陳明哲，「由歐美經驗論銀行與保險之聚合在台灣可能之發展」，保險實務與制度，第參卷，第二期，第142~143頁，民國九十三年。
黃品豪，「銀行保險是流行？還是勢在必行？」，現代保險，第18~20頁，2002年10月號。
吳秋蓉，「銀行保險之勢在亞洲竄起」，現代保險，第74~75頁，2003年3月號。
(2)書籍
凌寶，「保險業跨業經營之研究」，保險事業發展中心，1999年。
(3)論文
孟憲鎧，「全球產業競合下－台灣奈米科技之發展策略」，2003年6月。
彭兆樁，「台灣無線區域網路產業關鍵成功因素競爭力之研究」，第5-7頁，民國九十三年。
陳心虹，「台灣銀行保險效益，三贏???」，保險事業發展中心，2005年12月。
(4)會議
翁順裕，「台灣保險業之銀行保險經營的持久競爭優勢初探－資源基礎理論之觀點」，2004保險金融管理學術研討會，德明技術學院。

英文文獻
1.Journals
Elkington, W, “Bancassurance”, Chartered Building Societies　Institute Journal,p2-3, March,1993
Leale-Green, H. and Bloomfield, J., “Bancassurance: The Shape of Things to Come”, Post Magazine, p16-19, June, 1994.
Swiss Re, “Bancassurance”, No.2, Sigma, p4, 1992.
The Economist, “Bancassurance – Back to Basics？”, December, 2002.
The Economist, “Bancassurance –Success in the South”, July, 2003.
2.Books
Michael E. Porter, “Competitive Advantage – Creating and Sustaining Superior Performance”, New York: The Free Press, 1985.
Martin V. Deise, Conrad Nowikow, Patrick King, Amy Wright, “Executive’s Guide to E-Business: from tactics to strategy”, John Wiley & Sons, New York, 2000.
James Champy, “X-Engineering the Corporation - Reinventing Your Business in the Digital age”, Warner Books, Inc., 2002.
Hoschka, T.C., “Bancassurance in Europe”, London: Macmillan.
Garth R. Jones, ”Organizational Theory: Text and Cases”, Person Education, Inc., 2003.
Miles, R. H., “Macro Organizational Behavior”,Santa Monica, CA: Goodyear, 1980.
Nadege Genetay, Philip Molyneux,“Bancassurance”MACMILLAN PRESS LTD, Great Britian, 1998.
Michael E. Porter, “Competitive Strategy – Techniques for Analyzing Industries and Competitors”, New York: The Free Press, 1980.
3.Report,Thesis,etc.
Richard Normann, Rafael Ramirez, “Harvard Business Review on Managing the Value Chain”, President and Fellows of Harvard College, 1993.
Huizinga, H., “The Insurance Perspective”, The Hampden Lectures, Banking and Insurance: An Ideal Combination？, London, June, 1992.