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1 決決決決決決決決決 DEA 決決決決— A 決決決決決決決決決決決 指指指指 指指指 指指 指指指 (M10016128) 指指指 (M10101909) 指指指 (M10101916) 指指指 (M10101926)

DEA 應用實例 — A 公司行銷部門之績效評估

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DEA 應用實例 — A 公司行銷部門之績效評估. 指導教授:喻奉天 博士 學 生:黃千玲 (M10016128) 李治宏 (M10101909) 陳清益 (M10101916) 黃朝昌 (M10101926). Agenda. 研究動機 ( i ). - PowerPoint PPT Presentation

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DEAA

(M10016128) (M10101909) (M10101916) (M10101926)

#Agenda2# (i)3# (ii) (data envelopment analysisDEA ) DEADEA-SOLVER

4#A140(KPI)

5#(i)(performance appraisal) 1970360

6#(ii)The analytic hierarchy processAHPT.L.SaatyVenkatraman and Ramanujam (1986)CharnesCooperRhodes19871980~1990 (Total Quality Management, TQM) Kaplan Norton (1992)Ahmad & Dhafr20027#-360360 8#-Kaplan Norton (1992)(BSC)(Financial Perspective)(Customer Perspective)(Internal Process Perspective)(Innovation and Learning Perspective)9#-Analytic Hierarchy Process

10#-11(Key Performance Indicators ; KPI) (Ahmad & Dhafr,2002)Oliver (2003) KPI Kopkin (2004) KPI

#- (Data Envelopment Analysis, DEA)DMU(production frontier)DMU1DMU1DEA12#

-Farrell Farrell(1957)(production frontier)(overall efficiency, OE)(technical efficiency, TE)(allocative efficiency, AE)13Farrell, 1957,The Measurement of Productive Efficiency, Journal of theRoyal Statistical Society, Series A, vol.120, 254.SSAA TE=OQ/OP=1RQ/OP AE=OR/OQ=1RQ/OQ OE=OR/OP=TE x AE#-CCRCharnes, Cooper and Rhodes (1978)Farrell (1957) (Decision Marking Units, DMU)DMU (1)DMU(1)

14#-BCCBCC BankerCharnes Cooper 1984 Shephard CCR BCC CCRDMUCCR BCC BCCCCRj0vj0v=0 : (CRS)j0v>0 : (DRS)J0v