A Dynamic Performance Analysis of Productivity, R&D Capacity and Marketing Ability in the Information Service Industry

資訊服務產業生產力、研發能力與行銷能力之動態績效分析

李家琪(Chia-Chi Lee)；黃秀玲(Shio-Ling Huang)

Cross-period operating efficiency ； Data envelopment analysis (DEA) ； Information service firms ； Productivity matrix ； Marketing ability and R&D capacity cross-analysis matrix ； 跨期經營效率 ； 資料包絡分析法 ； 資訊服務產業 ； 生產力矩陣 ； 行銷與研發能力之交叉分析矩陣

資訊管理學報

26卷3期（2019 / 07 / 30）

307 - 348

英文

This paper uses data envelopment analysis (DEA) to perform a static operating efficiency evaluation and uses the Malmquist productivity index to measure cross-period changes in operating efficiency and productivity for information service firms. Two types of strategy matrices are built to identify those firms that are stable, progressing, or regressing in operating efficiencies. An assessment is made of those firms that focus on R&D or marketing. An empirical study is used to select 50 information service firms from the stock market in Taiwan. The Malmquist productivity index analysis shows that the average overall productivity, average overall efficiency change, and average overall production technique of the 50 firms are in progress. In addition, this paper develops two dynamic matrixes from the DEA perspective: the productivity matrix and the marketing ability and R&D capacity cross-analysis matrix. The productivity matrix aims at improving the firm’s internal operating strategy. It may facilitate the development of a dynamic performance benchmarking reference for inefficient firms. The marketing ability and R&D capacity cross-analysis matrix aims at improving the firm’s external marketing strategy. However, firms that are more oriented to marketing ability may, according to customer needs, make more appropriate customer segmentation and a establish product position that can help to improve operational efficiency and technological innovation. The combination of a productivity matrix and a marketing ability and R&D capacity cross-analysis matrix may help to create complete assessment and business strategy guidelines for a firm’s internal and external operation.

本文以50家台灣資訊服務公司作為受評單位，使用資料包絡分析法執行資訊服務產業之靜態經營效率評估，以及使用麥氏生產力指數衡量經營效率與生產力之跨期變化；進一步發展兩個策略矩陣以辨識公司的經營效率是處於穩定、進步或退步狀態，以及評估公司是著重在研發或行銷層面的經營。麥氏生產力指數分析結果顯示，平均總生產力、平均總技術效率變動與平均整體生產技術變動皆處於進步的狀態。此外，本文發展兩個動態矩陣：生產力矩陣以及行銷與研發能力之交叉分析矩陣，生產力矩陣旨在改善公司的內部營運策略，其可協助無效率公司發展動態績效標竿的參考；行銷與研發能力之交叉分析矩陣旨在改善公司的外部行銷策略，然而，更傾向偏重行銷能力的公司可根據顧客需求，進行適當的顧客區分，並建立產品定位以有助於提高公司的經營效率與技術創新。生產力矩陣以及行銷與研發能力之交叉分析矩陣的結合，對於公司內部與外部的營運，可幫助其建立完整的績效評估與業務經營策略之方針。

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