台灣壽險業的經營績效評估

Operating Performance Evaluation of the Life Insurance Industry in Taiwan

10.6338/JDA.201412_9(6).0003

陳克琛(Ker-Chang Chen)；徐永豐(Yung-Feng Hsu)；黃芝婷(Zhi-Ting Huang)

層級分析法 ； 熵值 ； 灰關聯分析 ； 績效評估 ； Analytic Hierarchy Process ； Entropy ； Gray Relational Analysis ； Performance Evaluation

Journal of Data Analysis

9卷6期（2014 / 12 / 01）

61 - 89

繁體中文

政府為推動保險自由化與國際化，自1987年起允許國外保險公司在台設立分公司，另於1992年開放本國新保險公司之設立，使得保險市場呈現飽和，更在2002年台灣加入了世界貿易組織（WTO）後，國內保險業所面臨的競爭壓力可想而知。本研究以29家壽險公司（24家本國公司、5家外商在台分公司）為研究對象，並用18個財務比率當作研究變數，透過財務結構指標、獲利能力指標、償債能力指標和經營能力指標等四個指標評估保險公司的經營績效。在研究方法上，結合層級分析法（AHP）和熵值（Entropy）來決定權重，再用灰關聯分析（GRA）對壽險公司做經營績效的排名。另外，也以Mann-Whitney檢定本國公司和外商公司在經營效率上是否有差異。最後，再以Spearman等級相關係數來檢定經營績效是否分別與市占率、淨值與獲利率有相關。

When the Taiwanese government allowed foreign companies to set up branches in Taiwan in 1987, it became more convenient and effective for foreign insurance industries to get into the Taiwanese market. Therefore, the insurance market has presented saturated state and caused competitive situation in 1992. The insurance industries became liberalization and internationalization when Taiwan joins WTO in 2002. This study takes 29 life insurance companies as research objects (24 domestic companies and 5 Taiwanese branches of foreign companies), and choose 18 financial ratio variables for researching. Through insurance companies' indicators of financial structure, profitability indicators, solvency indicators and operating capacity indicators access the operating performance, we combine the Analytic Hierarchy Process (AHP) and the Entropy to decide the weights. We also apply the Gray Relational Analysis (GRA) to analyze 29 life insurance companies' operating rank. In addition, we look at the difference between the local companies' and foreign companies' operating performance in Taiwan. Finally, we use the rank to determine whether the operating performance is related to market share, net value, and profitability.

1. 中央銀行，網址：http://www.cbc.gov.tw
2. 金融監督管理委員會，網址：http://www.fsc.gov.tw
3. 財團法人保險事業發展中心，網址：http://insprod.tii.org.tw
4. Barros, C. P.,Nektarios, M.,Assaf, A.(2010).Efficiency in the Greek Insurance Industry.European Journal of Operational Research,205,431-436.
5. Brockett, P. L.,Cooper, W. W.,Golden, L. L.,Rousseau, J.,Wang, Y.(2004).Evaluating Solvency versus Efficiency Performance and Different Forms of Organization and Marketing in US Property- Liability Insurance Companies.European Journal of Operational Research,154,492-514.
6. Chen, Y.,Li, Z. X.(2011).Research on Social Risk Early Warning in Overseas Projects of Oil Companies.2011 International Conference on Computer Science and Service System,Nanjing, China:
7. Fan, C. K.,Tsai, H. Y.,Lee, Y. H.(2008).The Selection of Life Insurance Sales Representatives Training Program by Using the AHP and GRA.Journal of Grey System,20,149-160.
8. Ho, E.,Lin, C. Y.(2012).Evaluating the Entry Mode for Taiwan Insurance Companies by Using AHP Sensitivity.Journal of Testing and Evaluation,40,476-484.
9. Kao, C.,Hwang, S. N.(2008).Efficiency Decomposition in Two-Stage Data Envelopment Analysis: An Application to Non-Life Insurance Companies in Taiwan.European Journal of Operational Research,185,418-429.
10. Kung, C. Y.,Yan, T. M.,Chuang, S. C.(2006).GRA to Asses the Operating Performance of Non-Life Insurance Companies in Taiwan.Journal of Grey System,18,155-160.
11. Li, Z. H.,Liu, T. T.(2010).Evaluation Based AHP-Entropy Appliance Manufacturer of Marketing Channels.2010 International Conference on Advances in Energy Engineering,Beijing, China:
12. Lin, C. H.,Yang, H. L.,Liou, D. Y.(2007).Service Innovation Efficiency Evaluation on Non-Life Insurance Industry in Taiwan.2007 IEEE International Conference on Industrial Engineering and Engineering Management,Singapore:
13. Luo, M.,Zhao, S.,Jiang, J.,Xu, W.(2009).Research on Intensive Land-Use Evaluation Model for Districts and Counties Based on AHP and ENTROPY.2009 International Conference on Information Management, Innovation Management and Industrial Engineering,Xian, China:
14. Meng, L. F.,Liu, N.(2009).Study on Supplier Selection for Manufacturing Enterprises Based on the AHP-Entropy-GRA Combination Algorithm.2009 Chinese Control and Decision Conference,Guilin, China:
15. Saaty, T.L.(1980).The Analytic Hierarchy Process.New York:McGraw-Hill.
16. Tsai, H. Y.,Huang, B. H.,Wang, A. S.(2008).Combining AHP and GRA Model for Evaluation Property-Liability Insurance Companies to Rank.Journal of Grey System,20,65-78.
17. Wang, J.,Wang, W.,Feng, X. J.(2011).Study on Synthetic Evaluation Model of Emergency Logistics Network Scheme Based on AHP- Entropy Technology.2011 IEEE International Conference on Service Operations, Logistics, and Informatics,Beijing, China:
18. Wu, Y. N.,Yan, H. Y.,Chen, W. J.,Li, C.(2010).The Research on Grey Relational Assessment Model Based on AHP-Entropy Theory and the Application in the Credit Evaluation of Construction Agent.2010 2nd International Conference on Information Science and Engineering,Hangzhou, China:
19. Yan, T. M.,Kung, C. Y.(2011).Business Performance Assessment of Insurance Company via Grey Relational Analysis.Journal of Grey System,23,83-90.
20. Yao, S. J.,Han, Z. W.,Feng, G. F.(2007).On Technical Efficiency of China's Insurance Industry After WTO Accession.China Economic Review,18,66-86.
21. Zhou, S.,Yan, L. Y.,Huang, C. G.(2012).Energy Saving and Emission Reduction Evaluation of Mountain City Traffic of Road Based on AHP-Entropy.2012 International Conference on Industrial Control and Electronics Engineering,Xian, China:
22. 方雪俐(2010)。全國最佳壽險公司排行榜。現代保險健康理財雜誌，264，8-26。
23. 王天津、廖淑觀(2004)。台灣筆記型電腦上市公司經營績效評估之研究。樹德科技大學學報，6(2)，33-46。
24. 吳怡嬅(2003)。碩士論文(碩士論文)。朝陽科技大學保險金融管理研究所。
25. 夏郭賢、吳漢雄(1998)。灰關聯分析之線性數據前處理探討。灰色系統學刊，1(1)，47-53。
26. 陳大銓、林偉崇(1993)。多準則決策方法中折衷權重與TOPSIS 結合之應用。中華技術，18，55-60。
27. 黃旭男、吳國華(2001)。台灣地區壽險業經營績效之衡量。管理與系統，8(4)，401-420。
28. 黃旭男、高棟梁(2005)。台灣地區產險公司經營績效之評估：二階段資料包絡分析法之應用。保險專刊，21(1)，57-79。
29. 溫坤禮、黃宜豊、張偉哲、張廷政、游美利、賴家瑞(2003)。灰關聯模型方法與應用。台北市:高立圖書。