近年來臺灣地區壽險市場受到自由化的衝擊，市場結構已由寡佔變成自由競爭，壽險公司在市場競爭下活存之根本法則，必須評估其優勢、劣勢條件，進而擬定競爭策略，強化企業體質，提高經營績效。本研究旨在衡量壽險業之經營績效及績效變動，並進一步探討公司形象與經營績效之關係。本研究係以資料包給分析法(Data Envelopment Analysis)衡量壽險業之經營績效，並以Malrnquist生產力指數衡量績效之變動。同時，本研究依據現代保險雜誌對壽險公司形象的調查。分析經營績效與公司形象之關係。本研究之結果對本國壽險公司擬定競爭策略有一定程度的效用，對財政部保險司從事行政監督及政策之研擬，方可提供有用的參考資訊。

　　　　　In the past few years, the advent of liberalization on the life insurance market of Taiwan has result transformation of the market structure from its former oligopolistic nature to free market competition. Under the circumstance of economic liberalization, life insurance companies all participate in competition, it indicates an important issue whether a company has capability to cope with and how the operating situation will be. Therefore, any company must first evaluate the competitive managerial performances of the entire industry, and understand it's strengths and weakness, so as to create a more competitive strategies. This paper attempt to measure the managerial performance and the performance changes noted in the life insurance industry, and delve deeper into the relationship between company performance and company image. This paper shall measure managerial performance by Data Envelopment Analysis (EDA) method and measure the performance change by the Malmquist productivity index. At the same time, this paper shall analyze the relationship between company performance and corporate image using the survey of Modern Insurance Magazine. The findings of this paper shall provide a certain degree of benefit to the competitive strategy formulation procedures of the domestic life insurance companies, as well as serve as a reference for future policy making and administrate supervision work of the Insurance Commission of the Ministry of Finance.