金控公司進行交叉銷售之效率分析—以C壽險公司為例

The Efficiency Analysis of Financial Holding Company Implementing Cross Selling— A Case Study of C Insurance Company.

黃倍華(Pei-Hua Huang)

指導教授 ： 洪德俊

國立中央大學/管理學院/企業管理學系/碩士(2006年)

摘要

金控公司的主要利基在於金融產品的跨售。一般而言，金融相關行業進行跨業整合主要著眼於交叉銷售(Cross Selling)、成本縮減(Cost Saving)，及資本配置效率(Capital Efficiency)三大綜效目標。植基於此三大目標，如何整合跨銀行、證券、保險、基金等金融產品及服務並有效率的提升銷售業績，將是金控公司極須努力思考的問題。
C金控子公司壽險公司為台灣地區壽險業第一品牌，據點覆蓋率為全國金融機構之冠，有效契約市場佔有率第一名，具有龐大的客戶基礎與豐富的業務團隊管理經驗。本研究欲檢視進行交叉銷售對於主要壽險業務的影響，故選取C金控子公司之壽險公司為研究對象最為允當。擷取研究樣本公司「九十四年產能分析表」之資料，產出變數包括在壽險生產性、壽險平均件數、產險生產性、信用卡舉績率，運用資料包絡分析法（DEA）檢視相對效率。
C壽險公司擁有277個經營據點，遍佈於台灣地區。依經營的形態可分成兩類，一為專招型態，其主要工作為招攬新保單；另一為展業型態，主要工作為收取續年度保費。兩個型態之下又可以依照不同地域劃分成21個區域。藉由以上的區分方式可發展出三個研究模型：一為主要壽險效率值模型，二為交叉銷售效率值模型，三為加入交叉銷售後之整體效率值模型。本研究試圖以上述三個模型衡量C壽險公司在不同的經營型態與區域發展情況下，其經營效率是否會有差異。
本研究亦試圖透過Tobit迴歸分析，求算效率值與影響因素間之關係式，提供業者在無法取得同業資料進行比較的情況下，仍得以獲知影響本身相對效率的因素間，其相關之權重大小為何，以提供C壽險公司進行效率改善的參考。並藉由等級順序檢定，分析經營型態和區域發展在三個研究模型間的效率分析。研究結果顯示，不同經營型態間的效率值會有顯著的差異；加入交叉銷售的業務後，的確對壽險主業有所提升；不同的區域發展間的效率值會有顯著的差異。

關鍵字

壽險 ； 交叉銷售 ； 資料包絡分析法 ； Tobit迴歸 ； 等級順序檢定

並列摘要

Financial holding companies’ niche is the cross-selling of their own financial products. While performing cross-ownership, the financial-related businesses focus on three synergistic purposes, namely cross selling, cost saving, and capital efficiency. According to these synergistic purposes, the main issue of financial holding companies is to cross-integrate products and services (say banking, securities, insurances, funds, etc.) in order to boost business.
C company, affiliate operating insurance business of C financial holding, is the foremost of insurance industry in Taiwan. C company possesses large customer base and sophisticated business management, further, both division cover rate and valid policy market share are champion in the competitive insurance market of Taiwan. This paper tries to study the impact of life insurance affairs while firms are going to implement cross-selling, and, since C company is the bellwether of the industry in Taiwan, we select C company to be the research sample. In this paper, we apply the methodology of data envelopment analysis (DEA) to survey relative efficiency, and the output variables acquired from 2006 efficiency analysis table include life insurance efficiency ability, life insurance average document, product insurance efficiency ability, and credit card achievements rate.
C company owns 277 footholds which spread all over Taiwan. In accordance with business model, C has two operating patterns: one is specialized organization responsible for solicitations; the other is popularized organization responsible for collecting insurance premium. Furthermore, under these two business models, C company has 21 districts. Based on the above categorizations, we develop three empirical models, namely life insurance efficiency model, cross-selling efficiency model, the whole efficiency model. Our studying is trying through above 3 models to find out whether C company’s operating efficiency has difference or not under different business models and districts.
Moreover, we try to find out the relationship between efficient ratings and influence factors by tobit regression. Through tobit regression, one could obtain the weights of related factors under the circumstances of none reference resource. Besides, under different business models and districts, rank order test is used to compare relative efficiency among the three empirical models. The findings are:
1. Efficiency ratings exist significant differences between business models.
2. Implementing cross-selling operation would boost the business of life. Insurance.
3. Efficiency ratings exist significant differences among districts.

並列關鍵字

Data Envelopment Analysis（DEA） ； Tobit Regression ； Rank Order Test ； Cross-selling ； Insurance

參考文獻

1. 施敏雄，2001，「日本金融控股公司法立法背景與運用」，台灣金融財務季刊第2輯第2期，頁19-32。

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