全球3C品牌效率之研究

翁叔君(Shu-chun Weng)

指導教授 ： 洪秀婉

國立中央大學/管理學院/企業管理學系/碩士(2015年)

摘要

由傳統市場一路發展到電子市場，電子產業也由原本的傳統3C擴展出物聯網的概念，在探討這些人們生活中不可或缺的日常生活產品時，是否我們所購買到的產品，它的價格和品質是能呈現同樣比例的上升，或是相類似產品中存在著價格離散，過去研究顯示，因為資訊不對稱，會導致價格離散程度擴大，但在現今這樣資訊流通的時代，是否也存在著我們不可預測的價格和品質不符的狀況，這是我們這個研究中要探討的，我們以品牌為單位，使用美國消費者報導中之資料，評估品牌在產品類別中屬於有效率或是無效率。使用資料包絡法，結合共同邊界理論和窗口分析，探討3C代表產品中，五年來品牌的有無效率程度，和技術進步程度。研究結果顯示品牌效率和技術缺口比率表現好之品牌相似性極高，並說明各產品類別中表現較好的品牌；電視產品類別技術缺口比例逐年提高，代表各品牌技術逐年上升，群體逐漸追上總體效率；各分段趨勢類似於總體趨勢，而區段內之表現好之品牌各有不同。文後提及此研究中的限制和未來研究方向，並對消費者和廠商做進一步的建議。

關鍵字

品牌效率 ； 技術缺口比率 ； 資料包絡法 ； 共同邊界 ； 消費者報導

並列摘要

When all the way from the traditional market development to the electronic market, the electronics industry has expanded from the original tradition 3C to the concept of Internet of Things (IOT). In exploring these indespensable daily life products, whether we buy into the product, its price and quality are able to show the same percentage rise or similar products exist in price dispersion. Past studies have shown that because of information asymmetry, will lead to the expansion of price dispersion.But in this era of modern flow of information, whether there are the situation does not match the price and quality of our unpredictable, which we want to explore in this study. Our brand for the unit, using the US Consumer Reports in the data, evaluate brands in product categories belong efficient or inefficient. Using Data Envelopment Analysis(DEA), Metafrointer theory and Window theory to discuss on the behalf of 3C products, whether the degree of efficiency of the brand, and the degree of technological progress in five years. The results show that the brand is good efficiency and technical performance of the brand similarity gap ratio is extremely high, and the description of each product category performed better brand; TV product categories gap ratio increased year by year, on behalf of the brand technology increased year by year, the group gradually catch up the overall efficiency; each segment trend similar to the overall trend, but outperformed the sector within the brands are different. After this study mentioned limitations and future research directions, and consumers and manufacturers to make further recommendations.

參考文獻

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