Evaluating the Performance of the General Marchandise Retails in Taiwan- Using Data Envelopment Analysis

• Main Authors: Jeng, Meng-Fu, 鄭猛夫
• Other Authors: Lee, Hsuan-Shin
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/62b3mf

碩士 === 國立臺灣海洋大學 === 航運管理學系 === 105 === Abstract:In recent years, the general merchandise retailers in are facing changes in the business model and innovation in product marketing, such as convenience stores, supermarkets, discount stores, department stores, which have become parts of the daily life of the consumers in Taiwan. In early days, department stores in Taiwan act like boutiques in a style of high quality and expensiveness. As the business district migrating, the habits of consumers chaning, and shopping on the internet prevailing, for survial, the general merchandise retailers have adjusted their business strategy, marketing model, customized services, and innovation in change. Only the transition in the business style can make the general merchandise retailers sustainable in operation and development. The gernal merchandise retailes in Taiwan form three pillars, department stores, discount stores, and convenience stores, gradually. Consumer demand for goods is increasingly diverse; however, products and services for consumer are similar. Lack of the market segmentation and substitution of the service is high, so the general merchandise retailers must also provide a more comfortable, more convenient, safer and more secure shopping environment to meet the consumption demand. In this study, data envelopment analysis (DEA) was used to evaluate the general merchandise retailers in Taiwan (Far Eastern Department Store, Ruentex, Uni-President, Tawain Family Mart) with the main souces of data from the financial reports or annual reports published from 2009 to 2015. Total assets, cost of goods sold, and operating expense are used as input variables, and operating revenue and net income are used as output variables. Because there are only four DMUs, to avoid the low discrimination power owing to few DMUs, window analysis is used to evaluate the performance from 2009 to 2015. The results show that the overall technical efficiency value of the Family Mart for seven consecutive years from 2009 to 2015 is approaching 1, indicating that the Family Mart is more effective than others.. From 2009 to 2015, for the retailers whoes the overall technical efficiency is less than one which indicats that the retailers are not in the optimal scale under constant returns to scale, the retailers must improve the usage of the resources and try to increase the outputs such as operating revenue and net income. Key words: Performance, Data envelopment analysis, Window analysis,General marchandise retailers