On the Marketing Efficiency Evaluation of the Chinese Life Insurance Industry
使用整合双重角色变量的DEA模型，评估中国人寿保险公司整体营销过程及不同分销渠道的效率，发现外资公司效率高于国有和合资公司。
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 efficiencies 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.