Applying the Malmquist Productivity Index Model to Evaluate the Performance of Strategic Alliance – Using the Online Game Industry of Great China Region as an Example

• Main Authors: Tang,Hong-De, 唐宏德
• Other Authors: Wang,Chia-Nan
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/89844746593399696612

碩士 === 國立高雄應用科技大學 === 工業工程與管理系碩士班 === 101 === As severe market competition and unending change for environment, the growth of the online game industry across the Strait has slowed down in recent years. Hence enterprises need to identify their operating strategies to allocate their resources effectively and develop innovation in order to strengthen their competition advantage. Furthermore, both Taiwan and China inherit Chinese culture; they should work actively more and hand in hand by strategic alliances, to lower costs, enhance operating efficiency and promote profitability. Although strategic alliances can bring profits to enterprises, how to choose strategic alliance partners appropriately has become an important issue for many businesses. Thus, taking the greater China’s online game industry for an example, this study selected 14 online game companies from Taiwan and 7 from China as the research samples; their current assets, operating expenses and operating costs were set as the input items, moreover, operating income and after-tax net profit were set as the output items. All the data were collected from the annual financial statements of the respective companies. By using the Malmquist Productivity Index model in the Data Envelopment Analysis, the study aims to help administrators of online game companies identify suitable partners for future strategic alliances. The research results showed that the original companies which had good operating performance was uncertain to generate better results after strategic alliances. It indicated that the company of better operating performance about competition may be decreased instead of improved after strategic alliances. Conversely, in case companies that had poor operating performance may show a substantial performance boost after strategic alliances. It indicated that a company with poor operating performance could promote its overall competitiveness through strategic alliances.When implementing strategic alliances, if only adjusting the input and output items properly, business administrators will be able to analyze and assess suitable alliance partners per research method and establishment process in this study, and then to obtain better performance for enterprises.