近年來銀行保險(Bancassurance) 業務對我國壽險公司之經營日益重要，已成為國內僅次於業務員之第二大行銷通路。為了探討銀行保險通路是否真能提升壽險公司的經營效率，本研究以我國壽險公司1998 年至2002 年的資料，採用資料包絡分析法(Data Envelopment Analysis) 分析壽險公司之經營效率，並進一步利用Tobit 迴歸方法檢視壽險公司參與銀行保險業務程度對其經營效率之影響。結果發現，壽險公司參與銀行保險業務確實能夠提升公司之經營效率，壽險公司涉入銀行保險業務程度越高，對其規模效率、技術效率以及總生產效率都有顯著的正面提升效果，但壽險公司加入金控公司與否則對經營效率沒有顯著影響。

The recent development of Bancassurance activities in Taiwan help to generate significant amount of new insurance premiums for insurance companies. Especially, the cross-selling of insurance products through banks has become the second largest marketing channel for life insurers. Using a unique panel data set, this paper investigates whether the life insurers who involved in Bancassurance activities really increased their efficiency. We utilize the Data Envelopment Analysis (DEA) method to evaluate the efficiency changes during the sample period and further employ a Tobit regression to analyze the influence of Bancassurance on life insurers' efficiency performance. Our evidence confirms that Bancassurance plays an important role in influencing efficiency performance for life insurance companies. Specifically, Bancassurance has positive impacts on the technical efficiency, scale efficiency and overall efficiency. However, the fact that an insurer belongs to a Financial Holding Company has on significant impact on life insurers' efficiency performance.

銀行保險; 資料包絡分析法; 經營效率

Bancassurance; Data envelopment analysis; Efficiency