我国出版传媒上市公司营销效率评价分析

Evaluation of the Marketing Efficiency of Publishing Listed Companies in China

本文基于2012年至2017年我国11家出版传媒上市公司面板数据,利用数据包络分析(DEA)模型与曼奎斯特指数(Malmquist),对我国出版传媒上市公司的营销效率进行静态与动态评价分析。结果表明:从2012年至2017年,我国出版传媒上市公司营销效率分化明显,虽然营销技术水平得到快速增长,但市场营销管理却无法跟上营销技术的发展快节奏,资源配置与规模效应的无效导致营销效率整体偏低。据此,本文提出针对性建议以期促进我国出版传媒上市公司市场营销的持续健康发展。

Based on the panel data of 11 publishing listed companies from 2012 to 2017 in China,this paper uses the DEA model and the Malmquist index to conduct static and dynamic evaluation of the marketing efficiency of these publishing listed companies.The results show that:from 2012 to 2017,the marketing efficiency of these publishing listed companies is obviously differentiate.Although the marketing technology level has been growing rapidly,the marketing efficiency is generally low,by the case of invalid resource allocation and scale effect.Management ability cannot keep up with the rapid pace of the development of marketing technology.Accordingly,this paper puts forward some suggestions in order to promote the sustained and healthy development of publishing listed companies in China.