臺灣的電視台之經營效率分析

近年來臺灣的年輕消費族群多透過網路觀看電視內容，使有線電視訂戶數下滑，影響營收表現，臺灣的電視台之經營效率分析成為重要的課題。本文之研究主要透過國內上市櫃電視台產業財務指標，探討其財務績效。分析臺灣7家上市櫃的電視台從2012至2018年的投入與產出資料，比較其經營整體效率（overall technical efficiency, OTE）、純粹技術效率（pure technical efficiency, PTE）與規模效率（scale efficiency, SE）。針對財務報表三個產出項（營業收入，營業毛利潤和營業利潤）和兩個投入項（員工人數和營業成本）等來進行研究。藉由資料包絡分析法（data envelopment analysis, DEA）對企業財務狀況和經營成果進行解剖和分析，實證結果顯示，緯來電視網、富邦媒體科技、中天電視在總體效率上最好，其次依序是東森電視，臺灣電視，中華電視，中國電視，這說明電視產業經濟效益的優劣在於節目內容多元、即時線上客服、提供多元商品、以及跨文化、娛樂、新聞等資訊傳遞，將有明顯效果提升企業競爭力。

關鍵字

電視台；電視購物台；經營效率；資料包絡分析法

並列摘要

Young consumer groups in Taiwan have mostly watched TV shows through the Internet in recent years, which has impacts on the number of cable TV subscribers to decline. The analysis of the operating efficiency of Taiwan's TV stations has become an important issue. The research objects consist of seven TV stations listed in the stock exchange or over-the-counter (OTC) market in Taiwan during 2012-2018, in order to compare their overall technical efficiency (OTE), pure technical efficiency (PTE), and scale efficiency (SE). There are three outputs (operating income operating gross profit, and operating profit) and two inputs (number of employees and operating cost). The data envelopment analysis (DEA) is applied to compute the efficiency scores of these TV stations. The empirical results show that Videoland Television Network (Videoland TV), MOMO, and CTI Television (CTITV) have the best overall efficiency, followed by Eastern Broadcasting Co (EBC), Taiwan Television Enterprise (TTV), Chinese Television System (CTS), and China Television Company (CTV). Therefore, the sources of TV industry's competency are the diversity of program content, instant online customer service, the supply of diversified commodities, in addition to cross-cultural, entertainment, news, and other kinds of information transmission.