An Operating Performance Evaluation of Major Smartphone Brand Names

• Main Authors: Yang, Shu-Hui, 楊淑惠
• Other Authors: Hu, Jin-Li
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/85gbpe

碩士 === 國立交通大學 === 管理學院經營管理學程 === 103 === This paper applies data envelopment analysis (DEA) method to evaluate the operating efficiency of the major 15 smartphone brand names during the period from 2009 to 2013. DEA is used first to measure the overall technical efficiency (OTE) of those decision making units (DMUs). The metafrontier analysis is then applied to compare the technology gap ratio (TGR) of the Great China brand names and the others. Finally, the total-factor input efficiency (TFIE) is used to compare the each factor input efficiency of Great China brand names and the others. We found that Apple and Huawei averagely are the most efficient in overall technical efficiency aspect, which could contrunitue to their succesful multiple product lines and markets. The Great China brand names TGR became higher than non-Great China’s from year 2012 and 2013, which means that the Great China brand names’ pure technical efficiency is closer to the industry metafrontier. The average operating cost efficiency and current asset input efficiency of Great China brand names are better than the non-Great China brand names, which means the Great China brand names utilize the operating cost and manage the current asset better while non-Great China brand names utilize the R&;D, S&;A cost and manage non-currnet asset more efficiently.