保险产业的慈善捐赠、产品集中度与财务绩效

Philanthropy,Product Concentration and Financial Performance in the Insurance Industry

本文借助委托代理理论、利益相关者理论等学说,对险企的社会公益行为与绩效的关系进行了思考与分析。研究以2009—2015年的27家财险公司与58家寿险公司面板数据为研究样本,利用Heckman样本选择模型、Arellano-Bond动态面板模型等验证了本文的理论假设。研究表明,财险公司的车险专业化程度对公益表现与经营绩效的关系具有正向调节作用,而寿险公司中的慈善捐赠与经营绩效的关系不明显;车险专营化程度越高的财险公司,公益表现对经营绩效积极效应越高。这给财产保险业带来的启示是:财险公司的声誉风险因与其核心能力相关性不强而难以内部化解决,更好的做法是与次要相关利益方建立良好互利关系,获取相应互补性资源。此外,若财险企业目标客户更偏向于市场个人消费者,且以车险现金流支撑公司运作,则更需借助公益表现树立品牌形象、提高市场竞争力、规避声誉风险。

In this paper, the principal-agent theory and stakeholder theory are applied to analyze the relationship between socia! welfare behavior and performance of insurance firms. In this study, the panel data of 27 property insur- ance companies and 58 life insurance companies from 2009 to 2015 are taken as the research samples, and the model hypothesis is validated by using Heckman sample selection model and Arellano-Bond dynamic panel model, etc. The research shows that the degree of specialization of automobile insurance company has positive moderating effect on the relationship between public service performance and business performance, but the relationship between charitable do- nation and operating performance is not obvious. We come to the conclusion that the higher the franchised insurance companies, the better performance of public service has a positive effect on operating performance. What the above bring to property insurance industry is thatdue to the weak correlation of core competence, it is hard for property insur- ance companies to come up with the internal solution, thus it is better to establish mutually beneficial relationshipwith the secondary stakeholders, so as to obtain the corresponding complementary resources. Moreover, if the insurance companiespreferindividual consumers as target customers and use auto insurance cash flow to support their operations, such companies will depend more on public service performance to establish brand image, improve market competi- tiveness and avoid reputational risk.