因為電子商務與網路的快速發展，產物保險公司除了以業務員接洽客戶之外。更多了這個銷售工具，網際網路為各行各業提供了新的銷售平台，當然產物保險公司也不免俗，產物保險公司運用更好銷售策略在電子商務中體現，舉凡規劃、行銷與要保到出單服務， 這一些的改變，翻轉了大家對產物保險公司的既定印象。這是現代化科技將產物保險公司連結客戶關係的體現。
本研究主要是採用個案訪談法，產物保險是一個傳統的金融保險服務業，一直以來都是透過傳統業務員來銷售保單，在網路普及與智慧型手機和3C產品的平民化後，電商平台銷售商品開始熱絡，此產物保險行業中也不免俗的成立電商部門來銷售保險，而實體通路與電商部門之間除了互補關係之外，更有賴於透過質性研究來挖掘出「競合關係」之研究結果。
為了解T公司實體通路與電商平台銷售的差異性，並分析其組織間是否透過競合關係來達成虛實整合為T公司達成整體綜效的提升，因此透過訪談實體通路的主管，研究者也考量到實體通路與電商平台的競合是否會因南北的地域性或實體通路的營業規模大小而有所不同，因此訪談對象包括南北與東部的實體通路主管，電商部門訪談對象為其最高主管協理加上協作單位的兩位部門主管，以期整個訪談的真實性能完整呈現。
本研究從電商平台銷售產物保險的分析，從而發現電商平台與實體通路銷售不僅存在互補性，更存在著「競合關係」，從而發現透過此競合可為個案公司提升部分的營業商機，因此兩個組織間是可以既競爭、又合作的，透過競合關係達成虛實整合。

Because of the rapid development of e-commerce and the network, the property insurance company in addition to the salesman to engage customers. More of this sales tool, the Internet for all walks of life to provide a new sales platform, of course, property insurance companies are not exempt from vulgar, property insurance companies use better sales strategy in e-commerce embodiment, such as planning, marketing and to insure to the single service, these changes, flipping everyone's established impression of the product insurance company. This is the embodiment of modern technology linking property insurance companies to customer relationships. This study is mainly using case interview method, property insurance is a traditional financial insurance service industry, has been through the traditional sales staff to sell insurance policies, in the network popularity and wisdom mobile phones and 3C products after the popularization of e-commerce platform sales of goods began to heat up, this property insurance industry is not exempt from the establishment of e-commerce departments to sell insurance, and physical access and e-commerce sector in addition to complementary relations, but also rely on the quality of research to explore the "competition relationship."
In order to understand the differences between the physical path of T company and e-commerce platform sales, and analyze whether the organization through the competitive relationship to achieve virtual integration for T company to achieve the overall comprehensive effect of the improvement, so through interviews with the entity access to the director, the researcher also considered whether the physical access and e-commerce platform competition will vary due to the geographical nature of the north and south or the size of the business size of the physical access, so the interviewees include the north and south and east of the entity access, E-commerce interviewees add two department heads of the collaboration unit to their top executive associates in order to present the true performance of the entire interview in full.
This study from the e-commerce platform sales property t insurance analysis, so that the e-commerce platform and physical channel sales not only have complementarities, but also exist "competition relationship", and thus found that through this competition for the case companies to enhance part of the business opportunities, so the two organizations can be both competitive and cooperative, through the competitive relationship to achieve virtual integration.

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