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    题名: 流行音樂社群網站之經營效率分析
    作者: 鄭加偉;Cheng,Chia-wei
    贡献者: 企業管理學系
    关键词: 音樂產業;社群網站;資料包絡分析法;Facebook;Music industry;Social network;Data envelopment analysis;Facebook
    日期: 2014-07-02
    上传时间: 2014-10-15 14:39:54 (UTC+8)
    出版者: 國立中央大學
    摘要: 現今音樂產業已經更關注社群與行動商務的策略,因為社群媒體已經改變了音樂產業的面向,它已經難以被傳統的媒體取代,讓音樂人即時的去接觸這些在全球各個角落的潛在客戶,音樂產業可以使用社群媒體創造新的收益機會,因此如何去評估社群媒體的經營績效就是一個很重要的課題。以往社群網站相關的評估方法都是從指標的角度去衡量,無法告知管理者針對績效不佳的指標該如何進行改善及改善幅度多少,且針對流行音樂產業的社群媒體相關經營績效研究也不多。本研究將針對流行音樂產業的指標性人物,作為研究範圍,從效率的觀點去分析流行音樂產業之社群網站經營,採用資料包絡法(Data Envelopment Analysis , DEA) 分析其經營效率,使用三個產出變數和三個投入變數,其中所使用的投入變數為「發文數」、「媒體資料數」、「網站超連結數」;而產出變數為「粉絲按讚數」、「粉絲回應數」、「粉絲分享數」。研究結果發現, Rihanna生產效率值為1,達到規模報酬狀態,績效表現為最佳,其規模報酬維持固定,顯示其處於最適生產規模階段,被參考次數高達11次可以作為其他歌手的學習參考對象。經由差額變數分析可知每位歌手的資源配置與運用情形,未達相對有效率的歌手都有其改善的目標,由此可以檢視自身的投入、產出資源是否有資源過剩或不足的情形發生,並加以調整。在乘數分析與敏感度分析方面,不論是在 CCR模型或 BCC模型中,作為產出項的「粉絲分享數」對整體的經營績效的表現都最具有影響力,所以在經營管理上必須多加重視,在Malmquist生產力指數法方面,這些流行音樂指標人物的生產力在2013年呈現先成長再衰退,平均而言生產力是呈現正向成長,其中以Rihanna與Miley Cyrus的跨期效率表現最佳,可以作為其他歌手的參考對象。;Nowadays music industry pays a lot more attention on social media channels, because social media have already changed the eco-system of music industry and they are difficult to be substituted by traditional media. Through the use of social media, artists can connect with their potential customers and create revenue stream with new channels. Accordingly, how to evaluate the performance of social media is an important issue for music industry. The assessment method of social media performance used to focus on indicators only. But it’s hard for managers to evaluate which performance indicator should be improved and the scale of improvements. Besides, there are not many researches focusing on the related issues from the perspective of pop music. Hence, this research aims to examine the performance of the top pop music artists on Facebook in 2013 from the view point of efficiency with the approach of data envelopment analysis. The input variables considered in this research include “the number of Posts”, “the number of Multimedia”, and “the number of Links”, while the output variables include “the number of Likes”, “the number of Replies” and “the number of Shares”. The result shows that Rihanna had the best productivity efficiency and reached a constant return to scale, which indicate that she had the optimal production scale. Through slack variable analysis, we can understand the resource allocation of each singer and find out where to improve for those inefficient singers. According to the finding of multiplier analysis and sensitivity analysis, the output variable “the number of Shares” is the most influential indicator to social media performance. As a result, managers should pay more attention on this variable. In addition, the results of Malmquist productivity index analysis indicate that the productivity curves of the sample pop artists increased in the beginning of 2013 and declined later in that year. Generally speaking, all of these artists’ Malmquist productivity indexes increased season by season in 2013. Rihanna and Miley Cyrus had the best intertemporal efficiency performances, which can be considered as the benchmarks to other artists.
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