隨著科技的發展以及網路的普及，各大產業紛紛跨足電子商務領域，以傳統金融業著稱的產物保險業界亦不例外，不少產險企業都希望透過虛實整合的商業模式，為消費者提供更全面的服務。然而虛實通路之間亦可能因不同的原因存在衝突關係，因此虛實通路的互動關係會如何影響虛實整合為企業帶來的效益就顯得相當重要。有見及此，本研究以「台灣產物保險業A公司」為主要個案研究對象，研究目的旨在以競合理論的觀點深入探究產物保險公司虛實整合之後，虛實通路之間的關係會受何種因素影響，雙方通路間的互動關係又會如何影響虛實整合的成效。
本研究主要採用質性研究法方中的個案研究法，並以「台灣產物保險業A公司」為研究對象，以「虛實整合」以及「競合關係」相關理論基礎，分析「產物保險企業內部的虛實通路競合關係」的演變過程以及發展脈絡。
最後，本研究發現，虛實通路之間的衝突關係主要成因為價格差異以及目標客群上的定義不明顯，而通路領導者的領導者風格，對於降低虛實通路之間的競爭程度影響甚大。此外，虛實通路之間亦必須準確的了解對方的要求，並針對此定立相互之間互動機制，才能達到即便存在競爭關係，相互亦能進行合作並共同壯大的結果。而當虛實通路間的合作程度上升，能為企業帶來降低成本、提升業績等效果，換句話說，通路間的競合程度能影響虛實整合為企業帶來的效益。

As the progress of technology, firms started to operate in a new business model which included both physical and virtual channels – the Clicks-and-Mortar Model. And as clicks-and-mortar is becoming a major trend in the property insurance industry, this research’s purpose is to understand the relationship between a property insurance company’s physical and virtual channels from an intra-organizational coopetition perspective, find out what factors affect the relationship and how does this relationship affects the outcome of the clicks-and-mortar Model.

This study adopts a qualitative study of a single case study method, using “Company A, a property insurance company” as the research object, this research analyzes the progress of how physical and virtual channel of a property insurance company develops an interactive relationship through the theoretical basis of “Clicks-and-Mortar model” and “coopetition relationship”.

According to the results, the conflict between virtual and physical channels is mainly due to the price differences and the unclear boundaries of target customers groups. And the leadership style of the channel leaders has great influence on reducing the degree of competition. In addition, for the competing channels to cooperate with each other, they must have mutual understanding of each other’s demands, and establish interaction mechanism to ensure effective cooperative interaction. When the degree of cooperation increase, the company will be able to harvest competitive advantages like lowering costs, growing in revenues etc. In other words, the degree of coopetition between physical and virtual channels can affect the competitive advantages a company can gain from developing clicks-and-mortar.

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