Research On Mobile Data Service Efficiency Based On DEA Model

With the innovation of communication and network technology，the communicationindustry’s main profits no longer simply rely on the revenues of voice and messages， butgradually transform into the revenues of the mobile data services.It is obviously seen thatthe revenues of mobile data services grow year after year， which means a lot to operators.China Mobile，as a leader in mobile communications in China，needs to develop mobiledata services as its main strategic direction in order to maintain its leadership positionduring the4G era.At the meantime，a deep and comprehensive evaluation of China mobiledata services is necessary so that it will help China Mobile keep abreast of existing databusiness operations.Further，the results of the analysis can guide China Mobile to makebetter decisions in R&D development， marketing strategies and other aspects so thatoperators can timely meet the needs of customers.In order to scientifically analyze the input and output efficiency of mobile dataservices， appropriate mobile data services and efficiency evaluation model should beselected.First，through searching relevant information，the paper compares various modelsand ultimately chooses gray correlation entropy model and DEA model to evaluate theefficiency of mobile data services.By applying the gray correlation model， the leastefficiency mobile data service，mobile video service，can be selected from one province thatincludes four categories in a total of10kinds of mobile data services.Secondly， usingDEA model and Malmquist index analyze the mobile video’s input and output efficiency instatic and dynamic two expects. In order to prove the availability and effectiveness ofmodel， thesis constructs the evaluation index system of two models through quantitativeand qualitative analysis and chooses the data（2009-2013）of mobile video service from11branches to evaluate the efficiency.Last，the index system and two models can be furtherextended to other mobile data services.Finally， based on the results of gray relational entropy model， DEA model and theconclusions of Malmquist index， it is recommended that as a whole every companiesshould focus on further promotion of the mobile video service in order to increase marketshare.Then the branches should pay attention to the operation of mobile video software，which should be simple and functional so that to improve the customers’ loyalty. From theinput and output perspective， it is recommended that the branches should gradually reduce the number of operating rooms in order to maximize revenues on the basis of maintainingthe existing number of employees. Moreover， according to the data from2009to2013，productivity growth have not been effectively increased.The correspondingrecommendations are proposed to ensure the sustainable growth of mobile dataservices:optimize the resources，introduce innovative talents and advanced technology andspecialize in division of labor.