台灣有線電視系統經營業者之經營績效評估

Abstract

本文之研究目的在於多面向探討有線電視系統業者營運策略對公司獲利能力之影響。研究期間為2008年至2014年，以臺灣地區五十三家有線電視業者為研究對象，利用資料包絡分析法（Data Envelopment Analysis, DEA）與Tobit迴歸分析，第一階段先以DEA模型，針對多投入與多產出分析各業者之效率值，並以單一效率值做為綜合性評量指標，第二階段再以Tobit迴歸找出影響業者效率值的關鍵因素。經分析得結論如下：1. 2008年至2014年間共有5家業者，連續7年均達最適經營效率。2. 桃竹苗與東部離島區域經營效率較佳。3. MSO系統業者獲利以凱擘最高。4. 台灣寬頻是純技術效率與單位平均獲利最高。5. 經營區域面積越大、加入MSO系統不利於純技術效率提升。6. 縣市政府核定收視費高、既有訂戶數多有利於純技術效率提升。7. 新進業者可優先考慮進入新北市與桃園市之高獲利高效率區域經營。

This thesis investigates factors of profitability evaluation of Cable TV companies in Taiwan. A dataset of fifty-three Cable TV companies in Taiwan during 2008 to 2014 is constructed. The data envelopment analysis (DEA) and Tobit regression methods are used for analysis. The major empirical findings are as follows: 1. During 2008 to 2014, there are five Cable TV companies reaching optimal efficiency. 2. The Taoyaun, Hsinchu, and Miaoli, East Taiwan, and outer islands areas are most technically efficient. 3. Among all Multiple System Operators (MSO) groups, Kbro is the most profitable. 4. Cable TV companies owned by Taiwan Broadband Company (TBC) are the most efficient and profitable in average. 5. The wide areas or MSO categories have significantly negative impacts on technical efficiency. 6. The service fee and number of subscribers have significantly positive impacts on technical efficiency. 7. New Cable TV operator should first week to operate in high profit and high efficiency areas such as New Taipei City and Taoyuan City.