中国寿险业营销效率评价研究  

On the Marketing Efficiency Evaluation of the Chinese Life Insurance Industry

作　　者：黄薇[1] 杨锋[2] 

机构地区：[1]对外经济贸易大学,北京100029 [2]中国科学技术大学,安徽合肥230026

出　　处：《金融研究》2012年第2期113-126,共14页Journal of Financial Research

基　　金：国家自然科学基金(70803036、70801056);国家创新研究群体科学基金(70821001);教育部新世纪优秀人才支持计划项目;中国保险学会教保人身保险高校课题研究基金;对外经济贸易大学学术创新团队资助项目;“211工程”三期建设项目的资助

摘　　要：本文首次将企业的营销活动视为一个含有双性变量的生产系统,构建了集成双性变量的DEA模型,从而对中国寿险业整体营销效率进行了评估,并对不同营销渠道下的效率水平进行了跟踪。研究发现,与传统DEA方法相比,集成双性变量的DEA模型更适用于对企业的营销活动进行绩效评价。从营销渠道的效率水平看,国有控股寿险公司和外商独资寿险公司的直销效率和分销效率相对表现较好,而合资寿险公司的效率状况则并不如人意;从整体营销过程的总效率水平看,外商独资寿险公司还要优于国有控股寿险公司,其潜在的竞争优势应该值得内资寿险公司警觉。进一步的分析发现,尽管不能带来营销效率的提升,但外资保险对中方合作伙伴仍倾向于非保险类机构,这可能与其看重中方股东垄断地位或优势来分享保险市场资源有关。This paper firstly considers firms＇ marketing activity as a production system integrating dual - role variables, and measures the efficiencies and their evolution of the whole marketing process as well as the different distribution channels for the life insurers in China by using a DEA model integrating dual- role variables. Compared with the traditional DEA models, the DEA model integrating dual - role variables is capable of identifying the causes of inefficiency in insurance marketing more accurately. Our results show that the efficiencies of direct channel and distribution channel in either state - owned or foreign life insurers are higher than those in joint- venture life insurers. The efficieneies of the whole marketing process in foreign life insurers are significantly higher than those in the state - owned life insurers, which indicate that the potential advantage of foreign insurers should be recognized by domestic insurers.

关 键 词：营销 效率 数据包络分析 

分 类 号：F842.3[经济管理—保险] F274