結合灰關聯與Entropy分析筆記型電腦代工廠商經營績效

Combining Grey Relationship with Entropy for Evaluating Notebook ODM Companies' Performance

孫嘉祈(Chia-Chi Sun) ； 林亭汝(Grace T.R Lin)

《管理科學研究》 4卷2期 (2007/12) Pp. 35-55

https://doi.org/10.6873/MSR.200712_4(2).0019

摘要

根據統計臺灣筆記型電腦產業近年來的佔有率為全球第一，然而其毛利率卻持續下降。本研究欲透過灰關聯分析，找出電腦廠商之灰關聯係數，同時使用Entropy計算其經營績效評估準則之權重。經由客觀的數據分析，提供管理結論作為業界在維持經營績效及提高競爭優勢時之參考。本研究標的原為全球前五大筆記型電腦代工廠商廣達、仁寶、緯創、英業達與華碩，以期完整反應出本文之研究目的。然其中華碩因有其品牌電腦，因此予以刪除，是以研究期間為2002年～2006年，以探討廣達、仁寶、緯創與英業達之總經營效率趨勢表現，並深究其經營績效變動因素。研究結論發現在2002年～2006年期間內，緯創經營績效表現相對較好，而英業達相對較差。本研究建議未來筆記型電腦代工廠商應以多角化經營發展為未來策略方針，積極創新與研發，逐漸減少筆記型電腦產品線佔總營收之比例，且應以更有效率方式生產流程，以減少其營業成本，以維持其毛利率，並提升其競爭優勢。

關鍵字

灰關聯分析 ； Entropy ； 筆記型電腦產業

並列摘要

Taiwan is the leader in manufacturing notebooks for the global market. Based on Digitime Research's data, Taiwan's global market share of notebook industry will increase from 87% in 2005 to 90% in 2006. The above background led to this paper, analyzing market trends to predict where the notebook industry will be in the future. The research encompasses all public financial data from the notebook manufacturers in Taiwan, from 2002 to 2006. This research applies technique of the grey relational analysis (GRA) and Entropy to assess notebook original design manufacturer (ODM) industry performance. The purpose of this research is to build a performance evaluation model to evaluate notebook ODM industry performance and provide suggestions for helping the notebook ODM industry solidify their gains in the market. So as to react to new market, they might understand the market's tendency. Moreover, they also need to emphasize the R&D ability. Finally, they can use the limited resources to create good performance. This research also suggests that notebook ODM companies should move toward diversification engagement in the future in order to sustain their margins anti competitive advantage.

並列關鍵字

Grey relationship ； Entropy ； Notebook industr