Evaluating Performance of logistic in own brand and licensed brand-Evidence from W company

• Main Authors: HSIAO,HAN-PING, 蕭漢平
• Other Authors: 邱永和
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/8z64fp

碩士 === 東吳大學 === EMBA高階經營碩士在職專班 === 104 === The purpose of this study is to evaluate the performance of W company five marketing channels and four sales distributions from 2010 to 2014. By using Dynamic DEA measure the efficiency of each channel and distribution. The results are summarized as follows, First, the marketing channel 2, marketing channel 1 and virtual marketing channel 1 performed better than others. Foreseeable future trend of the development of the E-commerce cannot be ignored. Second, via on Dynamic DEA empirical test results and Wilcoxon test showed five marketing channels on the operational efficiency of business was better than four sales distributions. Also, the Higher than average turnover , have better performance than lower than average turnover in own brand and licensed brand.