营销员规模、佣金成本与寿险经营绩效

文章以2008-2011年中国主要寿险公司截面数据为样本，研究营销员规模和佣金成本对寿险经营绩效的影响。实证发现营销员人海战术不利于寿险经营绩效的提高；中资寿险公司粗放的佣金激励机制使赔付率和退保率上升，外资寿险公司佣金成本未对赔付率和退保率产生负面影响。为进一步证实该结论，文章采用DEA方法测度营销员效率，发现外资寿险公司营销员的营销效率和盈利效率优于中资寿险公司，说明有效率的营销员管理体制更有利于经营绩效的提高。

Insurance Agents Scale, Commission Costs and Business Performance of Life Insurance Industry

Based on the panel data of Chinese main life insurers from 2008 to 2011, this paper studies the effects of insurance agents scale and commission costs on business perform- ance of life insurance industry. The empirical results indicate that the huge-crowd strategy of insurance agents is not beneficial to the rise in business performance; the extensive commis- sion incentive mechanism of Chinese and foreign life insurers leads to the increase in loss and withdraw ratios and the commission costs of foreign life insurers do not have negative effects on loss and withdraw ratios. In order to further confirm these conclusions, it employs DEA to measure the efficiency of insurance agents and concludes that the marketing efficiency and profitability efficiency of foreign life insurers are higher than the marketing efficiency and profitability efficiency of Chinese life insurers, showing that effective agent management sys- tem is conducive to the increase in business performance.