金融控股子公司跨業行銷產險業務績效個案研究

A Case Study on Non-life insurance Businesses of A Subsidiary Multicompany Marketing of A Financial Holding Company

周三有(Chou Shan-Yo)

指導教授 ： 施能仁

亞洲大學/管理學院/經營管理學系碩士班/碩士(2005年)

摘要

自2001年11月1日「金融控股公司法」公佈實施后，迄今三年餘，C金控在14家金控獲利面已領先同業，2004年EPS 3.7元居同業之冠；其子公司T產險公司1993年設立，年年穩定成長，獲利更是亮麗，2003年EPS 2.56元，2004年EPS 2.76元均為業界之冠。
T產險公司自設立以來，均與同為子公司之K壽險公司異業結盟，K壽險公司是國內壽險業龍頭，員工3萬餘人，創業40餘年來亦已感到壽險投保率超飽和之壓力，為永續經營特以T產險業務換算部份壽險業績，自實施迄今亦滿2年餘。本研究一方面探討K人壽跨業行銷T產險業務成功案例，另方面以「平衡計分卡」來驗證T產險經營績效，並以「雙對數多元迴歸分析」來剖析K壽險公司以產險業務換算壽險業績對產險實收保費的相關性。結果顯示：T產險公司在「平衡計分卡」中以總分85分居同業之冠，可見其經營效率之成功；而「雙對數多元迴歸分析」亦顯示業務員對「換算業績」具高度相關。
本研究對國內產險界經營及行銷策略應有正面的參考價值，對國內金控的運作亦提供一成功模式，有助於國內金控的整合。

關鍵字

金融控股 ； 壽險投保率 ； 業績換算 ； 平衡計分卡 ； 雙對數多元迴歸分析

並列摘要

C financial holding company has been taking the leading position in its field for over three years since the practice of on November 1st, 2001. In year 2004, the company won the championship in terms of ESP reaching NT$ 3.7. The subsidiary of C financial holding company, T insurance company, established in year 1993, has been making steady progress with outstanding profit—ESP NT$ 2.56 and ESP NT$ 2.76, both top records in its field in year 2003 and 2004 respectively.
Since its establishment, T insurance company has been in alliance with K life insurance Company, which is also a subsidiary and the leader in its field. K life insurance company, with history of over 40 years and employees over 30,000 people, has felt the pressure owning to the saturate of the rate of life insured. As the result, in order to make itself a permanent company, K life insurance company has been for more than two years transforming insurance sells into a portion of life insurance achievement. This study probes into the successful case of K life insurance’s cross-marketing to T insurance sells on one hand, and, on the other, uses the Balanced Scorecard to certify the management results of T insurance and loglog multiple regression analyses to analyze the relationship of transforming insurance sells into life insurance achievement with received non-life insurance fee the case of K life insurance company. The results show that T financial holding company leads all the other companies in the field by a total score of 85 in the Balanced Scorecard, presenting the success of management efficiency, and that loglog multiple regression analyses approve the high interrelationship between salespeople and converted sale performance.
This study is ought to have positive value of reference in terms of domestic insurance management and marketing strategy, also able to offer a successful model for domestic financial holding exercises, helping the integration of domestic financial holding companies.

並列關鍵字

financial holding company ； the rate of life insured ； converted sale performance ； the Balanced Scorecard ； loglog multiple regression analyses

參考文獻

1. 石淼（2004），台灣地區金融控股公司經營規模、業務整合度與經營績效關係之研究，中原大學企業管理研究所2003碩士論文。

4. 呂秀英（2000），有關係？沒關係？―談迴歸與相關，技術服務，41（5），5-8。

23. 楊錦洲（2004），平衡計分卡是企業永續經營的重要工具，品質月刊，2004（06），67-70。

15. 陳永甡（2003），「平衡計分卡」之探討，品質月刊，2003（02），32-35。

1. Beidleman, C.R.（1992）.Cross currency swaps, Homewood.