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題 名 | 臺灣與大陸線上遊戲產業策略聯盟之研究--以資料包絡法與二次驗證為基礎=A DEA Application Model for Strategic Alliance of Online Game Industry between Taiwan and China |
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作 者 | 王嘉男; 邱述濱; 蔡仁瀚; 林于正; 邱繼加; | 書刊名 | 黃埔學報 |
卷 期 | 50 民95.03 |
頁 次 | 頁195-206 |
分類號 | 484.7 |
關鍵詞 | 資料包絡法; 線上遊戲; 二次驗證; Data envelopment analysis; Efficiency; Strategic alliance; Online game; |
語 文 | 中文(Chinese) |
中文摘要 | 近年來由於台灣線上遊戲(On-line Game)產業快速的發展,台灣線上遊戲公司不斷引進來自美日韓的許多知名線上遊戲,顯示台灣在遊戲軟體市場競爭相當激烈。由於台灣遊戲市場趨於飽和,許多遊戲公司紛紛朝向中國市場開拓商機,包括在中國成立公司或與中國的遊戲廠商進行策略聯盟,在眾多的遊戲公司裡,要如何整合兩岸遊戲軟體公司且創造出更好的經營績效?本研究以資料包絡法(Data Envelopment Analysis,簡稱DEA)為基礎,結合本身的研究,提出一套有系統的模式,其目的在為線上遊戲公司進行策略聯盟時,有效來尋找聯盟的對象及分析策略聯盟後新公司的預期經營效率,並提出二次驗證,其主要目的再利用二次驗證研究績效變佳之合併公司於模擬真實市場中是否應進行垂直或水平整合投入市場,找出最適合投入市場之合併公司。本研究以台灣五家線上遊戲公司當作為投資者,朝中國市場經營並以中國五家公司作為合作對象,進行聯盟後之經營績效評估,找出績效變佳者。由結果得知,台灣的華義或大宇若能與中國的網易聯盟,將可使營運效能大幅提昇。此方法能夠提供台灣遊戲產業投資中國市場的依據,也可對企業提出建議改善方案,可提供決策者在產業內最佳合作方案建議。 |
英文摘要 | The business of online game is booming in recent years. The business becomes very tougher in this heavy competitive market. Since the market is almost saturation in Taiwan, many Taiwan enterprises are planning to explore new opportunities in China market by forming strategic alliances with China manufacturers. Therefore, integrate the resources of online game companies and find the best candidate of strategic alliance between the Taiwan and China becomes an imperative topic in this industry. The objective of this research is to provide an effective search to find the best strategic partner when a corporation implementing strategic alliance, as well as the analysis of efficiency and resources distribution for the formed corporation after alliance. Based on Data Envelopment Analysis (DEA) and heuristic technique, this research proposes a new systematic approach to resolve the issue of strategic alliance within the environment of multiple inputs and outputs. This research also creates the ideas of Ranking as Indifference Curves (RIC) for DEA performance ranking distinguished and Second Verification (SV) for re-verifying the operation efficiency of alliance. Realistic data for enterprises are collected from published stock markets of Taiwan and China. Total 10 companies of online game are collected. This paper tries to help Taiwan companies to find the right alliance partners in China. The results show that only two best alliance combinations are left. One is Taiwanese Wayi allying with Chinese Netease, and the other is Taiwanese Softstar allying with Chinese Netease. The results are sound by discussion with many industrial managers. For future directions, more variables of input and output can be discussed and more different industries can be assessed by this proposed model. |
本系統中英文摘要資訊取自各篇刊載內容。