以Malmquist生產力指標評估社群媒體的績效：綠色通路產業

企業應重視環境保護以達產業永續發展，企業生產綠色產品並於銷售通路販售綠色產品為供應鏈該重視的議題。隨著消費者取得資訊習慣的改變，企業經營社群媒體以傳達公司的理念與宣傳重要訊息已成為行銷的關鍵工具，社群媒體可與消費者或潛在消費者進行互動，且資訊擴散速度快更能被消費者認同，這些是傳統的行銷方式較不無達到的，因此如何找出一個高效率的社群媒體經營策略，即成為企業該積極面對的議題。本研究以資料包絡法(data envelopment analysis, DEA) 的Malmquist 變動生產力來找出時間跨度的高效社群媒體之經營策略，本研究分析對象為銷售綠色產品之綠色品牌通路業者，希望藉由本研究的執行讓企業了解如何有效的藉由社群媒體來傳達綠色產品之行銷，讓綠色產品議題在社群成員間引起共鳴。

關鍵字

綠色產品；社群媒體；資料包絡法；通路產業； Malmquist 生產力

並列摘要

Enterprises should be aware of environmental issues that consider industrial sustainable development. Green supply chain management is a trendy topic that enterprises produce green product, and sell them in retail channels. As consumers' habits of acquiring information changes, now enterprises may share company ideas and information through social media. Social media allows company to interact with consumers, or potential consumers. Information on social media spreads out quicker, and consumers may feel they are more engaged. These advantages are unachievable by traditional means of marketing. Therefore, it's a critical issue for enterprises to construct a social media strategy with high efficiency. This paper adopts Malmquist productivity index of data envelopment analysis (DEA) to evaluate performance of social media with cross-period. Decision making units (DMU) in this paper are green channel industries. Results of this paper help enterprises to understand efficient marketing methods in social media. Managers may also refer to this paper to efficiently raise discussion of social product issues among social members.