壽險公司銀行保險通路合作策略與效率分析

THE BANCASSURANCE COOPERATION STRATEGY AND EFFICIENCY OF LIFE INSURANCE COMPANIES

近年來銀行保險（bancassurance）通路已成為我國壽險公司最主要的行銷管道，也對公司的經營績效產生了重要的影響，為了探討壽險公司與銀行間合作策略對經營效率的影響，本研究收集我國2007年至2012年各壽險公司資料，利用資料包絡分析法（data envelopment analysis）分析壽險公司之經營效率，並進一步採用Tobit迴歸檢視與銀行間合作策略對壽險公司效率的影響。實證結果發現，壽險公司選擇採用與銀行緊密合作的強連結策略（strong ties），對成本效率、技術效率以及配置效率都有顯著正面提升的效果。本研究同時也發現，壽險公司在銀行保險業務上的比重越高，對於經營效率具有正向的影響。

In recent years, bancassurance has become the principal marketing channel of life insurance companies in Taiwan, having also had a significant impact on the performance of these companies. To discuss the impact of a bancassurance cooperative strategy between insurance companies and bank partners on performance, we collect data on life insurance companies in Taiwan covering the period 2007–2012, and use data envelopment analysis (DEA) to analyze the relative efficiency of the insurer. We further use the Tobit model to examine the impact of the bancassurance cooperative strategy. The empirical results show that life insurance companies that opt to work closely with a small number of bank partners by means of strong ties exhibit significant and positive improvements in cost efficiency, technical efficiency and allocative efficiency. In this study, we also find that the more insurers become involved in bancassurance, the more positive is the impact on their efficiency.