基于DEA方法的电信运营商营销费用投放效率评估研究

4G牌照发放临近、全业务运营、国家宽带战略推进等将加速电信运营商之间的市场竞争和客户竞争,如何更高效的配置营销费用,提升企业价值,成为各运营商需要重点研究的专题.根据电信运营商的特点,运用DEA有效性分析方法,构建营销费用投放效率评估模型,对营销费用投放的产能效率和规模效率进行评估,查找存在的问题,帮助管理者更有效的管理使用营销费用.

DEA-based evaluation of marketing costs by telecom operators

With the issue of 4G services approaching, all businesses participating in and the ＂Broadband China＂ strategy being implemented, market competition is very likely to be fierce between the telecom operators. And they will keep their focus on how to efficiently allocate the marketing cost and promote the enterprise value. According to the characteristics of telecom operators, this paper was designed to construct efficiency evaluation model of marketing costs based on DEA （data envelopment analysis） method. The model is aimed at evaluating the marketing expenses on production efficiency and scale efficiency and helping managers to find problems so as to make effective use of the marketing cost.