本研究以台灣產險市場為例，應用Cournot雙佔模型與賽局混合策略的概念，建構數學模型，以探討在雙佔市場環境下產險公司之間的業務競爭策略。首先，運用擴充Cournot雙佔模型探討兩家產險公司在競爭市場中，銷售同質性商品的競爭行為，在衡量自身公司內部競爭優勢與預期競爭對手採取任何行動或策略的報復行為之下，對自身公司所造成的影響，以進行策略評估與分析。其次，應用混合策略賽局的思維，評估產險公司在不同競爭市場環境下的最適競爭策略組合，並考量保險商品在同質性以及差異化的競爭市場環境中進行分析。當產險公司的保險商品處於同質性市場與差異化市場時，透過機率配置的方式，依據不同的銷售策略，以尋求產險公司最佳的混合策略。最後，運用敏感度分析，針對Cournot雙佔模型與賽局混合策略各項係數對最佳解之影響，以進行說明和分析。

This study takes Taiwan non-life insurance industry as an example under the duopoly market to discuss commercial competition strategy between the insurance companies and using extended Cournot duopoly model and mixed strategic game concept to construct a mathematical. Firstly, using an extended Cournot duopoly model to explore the competitive behavior of two insurance companies sell an isomorphic product, and consider the internal resource advantage of the company and expect to a competitor take any actions or retaliation actions impact on itself for strategic evaluation and application. Secondly, the mixed strategy is applied to evaluate optimal competition strategy combination of insurance companies in a different competitive market environment and consider a competitive market environment of isomorphic products and differentiation products for analyzing. When insurance products of insurance companies in a high isomorph market and insurance products in a differentiation market, according to the strategies of different projects, using the mode of probability configuration to seek two insurance companies optimal mixed strategy. Finally, using sensitivity analysis, the influence of the correlation coefficient of the extended Cournot duopoly model and mixed strategic game to the optimal solution is explaining and analyzing.

第一章 緒論 1
第一節 研究背景及動機 1
第二節 研究目的 2
第三節 研究架構與流程 3

第二章 文獻探討 5
第一節 產物保險業之產業概況 5
第二節 Cournot模型 6
第三節 賽局混合策略相關文獻 8

第三章 模型建構 11
第一節 模型介紹 11
第二節 擴充Cournot雙佔模型建構 12
第三節 擴充Ｃournot雙佔模型推導 14
第四節 賽局混合策略建構 19
第五節 同質性保險商品之賽局混合策略推導 20
第六節 差異化保險商品之賽局混合策略推導 23

第四章 數值分析 27
第一節 擴充Cournot雙佔模型的數值分析 27
第二節 擴充Cournot雙佔模型的敏感度分析 30
第三節 同質性保險商品賽局混合策略數值分析 41
第四節 同質性保險商品賽局混合策略敏感度分析 45
第五節 差異化保險商品賽局混合策略數值分析 50
第六節 差異化保險商品賽局混合策略敏感度分析 54

第五章 結論 65
第一節 結論 65
第二節 研究限制 66

參考文獻 67
中文部分 67
英文部分 68

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