銀行保險業務對壽險業經營績效影響之分析

An Analysis in the Effect of Bancassurance on Performance of Life Insurance Firms

張開誠(Kai-Cheng Chang)

指導教授 ： 李竹芬

國立虎尾科技大學/管理學院/經營管理研究所在職專班/碩士(2014年)

摘要

近幾年來，在政府的開放政策影響下，台灣的壽險市場轉趨為開放且極度競爭的局面。壽險市場在經過金融海嘯的衝擊與利率持續低迷的狀況下，迫使壽險公司面臨利差損的難題，對壽險業的經營亦是一個嚴峻之考驗。各壽險公司為了加速業績成長，紛紛尋求創新的行銷通路，銀行保險(Bancassurance)業務因此而蓬勃發展，對壽險業之經營也日益重要。
銀行保險快速成長之業務發展，在2009年已一舉躍昇成為國內保險業務第一大行銷通路，更凸顯出銀行保險業務對我國壽險業經營發展上的影響力。本文研究的目的就是為了探討銀行保險業務是否對壽險業的營運績效有所影響。
本文研究期間為我國壽險公司2007年至2012年間的相關統計資料，首先運用資料包絡分析法(DEA)來進行評估26家壽險公司之經營績效分析，並進一步將效率值作為應變數，使用Tobit迴歸模型探討市佔率、銀行保險保費收入比重等因素對效率值的影響。也藉此來檢視我國壽險業參與銀行保險業務對其營運績效是否有正面之影響。
研究結果發現，我國壽險業參與銀行保險業務確實能夠提升公司之經營效率，對其規模效率、技術效率以及總生產效率都具有顯著正面的提升效果。其中，市佔率對技術效率值的影響為正向，意即市佔率的提高對壽險公司的經營績效是有正面幫助的；銀行保險保費收入比重對技術效率值的影響亦為正向，顯示銀行保險保費收入佔總保費收入之比重愈多，對壽險公司的經營績效是有正面影響；而在財務收入比重的部分對技術效率、純技術效率以及規模技術效率值的影響皆為顯著的負向關係，顯示壽險公司的財務收入佔總收入的比重愈多反而對績效表現變為是負面效益。

關鍵字

銀行保險 ； 資料包絡分析法 ； 經營效率

並列摘要

The life insurance market in Taiwan has become more open and competition became tremendously fierce in recent years owing to the Government’s liberating policy. Life insurance firms in the market of a context of the financial crisis of 2007–08 and prolonged low interest rates had to face to dilemma of loss from difference of interest rate, a challenge to their operation. In quest of business growth, they attempted innovated marketing ways, and consequently bancassurance thrived and become more important to their operation.
The business of bancassurance, which has been growing rapidly, became the biggest sales channel for Taiwan’s insurance firms in 2009, highlighting its influence on the operation development by the nation’s life insurance firms. The object of this thesis is to investigate whether the business of bancassurance affected the business performance of life insurance firms.
This thesis, covering a research period from 2007 to 2012 of which the statistics in Taiwan’s life insurance firms were gathered, begins by assessing the performance of 26 insurance firms using the method of Data Envelopment Analysis, DEA. The value of efficiency are then used as dependent variables in exploring the effects of the factors like market share and proportion of premium revenue on efficiencies with a Tobit regression model. As such, we examined whether Taiwan’s life insurance firms’ involvement in the business of bancassurance positively affected their operation performance.
Our findings were that Taiwan’s life insurance firms’ involvement in bancassurance did improve their operation efficiency, which had signicant, positive elevating effects on their individual scale efficiency, technical efficiency and total productive efficiency. Specifically, market shares positively affected technical efficiencies, which means the increase in market share helped insurance firms in their operative performance. Proportions of bancassurance premium as revenue also affected positively technical efficiencies, suggesting that the greater the proportion of revenue from bancassurance premium in the total revenue from premiums is, the more positive effect it has on the firm’s operative performance. Whilst, the proportions in financial revenue all displayed significant, negative relation to technical efficiencies, pure technical efficiencies and scale technical efficiencies, which indicated a greater proportion of financial revenue of a life insurance firm in its total revenue was an adverse effect on its performance.

並列關鍵字

Bancassurance ； Data Envelopment Analysis ； operation efficiency

參考文獻

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