DEA를 활용한 아울렛 쇼핑몰의 경영성과에 관한 연구

A 아울렛 유통을 중심으로

This study measures efficiency through DEA analysis on 40 stores of A distribution company that operate nationwide outlet distribution network, and it compares and analyzes the relative efficiency of each store with the factors of store s location, period of operation and convenience for shoppers. As the result of the analysis, there are 7 efficient stores in the CCR model, accounting for about 17.5 percent of the total. And 11 stores in the BCC model were efficient at about 27.5 percent. Twenty-nine stores have the economic competence in scale, accounting for about 73 percent so that it shows the under-investment. After the analysis of the target stores by dividing them into their location, period of operation, and hyper form, if the stores are located in the Seoul metropolitan area, they are more efficient. It also shows that the hyper-type stores with the long periods of operation and convenience for shoppers were more efficient. In addition, the result of comparing the efficiency with labor and capital productivity suggests that the high efficiency of a particular type of store does not necessarily result in a high economic effect (labor, capital productivity). It suggests that when measuring the company s performance and setting up an improvement strategy, the approach in terms of efficiency except for economic effect should be implemented