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运用DEA模型结合Malmquist指数模型对我国7家乳制品上市公司2010—2012年的营销绩效进行实证分析。研究显示,从静态看,乳制品企业市场营销总体绩效良好,但是其中贝因美科工贸股份等2家企业的规模效率不高,从而影响其技术效率;从动态看,技术效率变动、纯技术效率变动、规模效率变动是市场营销全要素生产率增长的来源,由于技术进步率降低,使得全要素生产率下降。乳制品企业要从优化资源配置,提高规模效率;强化创新能力,加快技术进步入手进一步提高营销绩效。
Using the DEA model combined with the Malmquist index model, this paper empirically analyzes the marketing performance of seven listed dairy companies in China from 2010 to 2012. The research shows that from the static point of view, the overall performance of dairy product marketing is good, but the scale efficiency of the two companies, including Beinameike Industry and Trade shares, is not high, thus affecting its technical efficiency. From a dynamic perspective, the change of technical efficiency and pure technical efficiency Change, the change of scale efficiency is the source of the growth of total factor productivity of marketing, and the decrease of the rate of technological progress makes the total factor productivity decline. Dairy products enterprises should optimize the allocation of resources to improve the scale efficiency; strengthen innovation ability and speed up technological progress to further improve marketing performance.