台灣百貨公司、量販店與連鎖便利商店之效率研究

Abstract

隨著國民所得不斷的提高，教育水準的普及與提高以及民眾之生活水準提升，國人的生活型態改變，消費習性或購物習慣也跟著大幅轉變，使得零售業在我們的日常生活中佔著越來越重要的地位，加上國內物流業的興運而起且迅速發展，從傳統多層次複雜的通路轉變為由供應商經物流中心直送各零售賣場的作業方式，使百貨公司、連鎖便利商店及量販店等綜合商品零售業的家數不但激增且彼此間的競爭更趨激烈。而本研究旨在探討台灣地區百貨公司、量販店與連鎖便利商店之效率優劣與影響其效率之因素。首先以Battese and Coelli（1995）的panel data隨 機邊界模型為基礎，使用1個產出變數及3個投入變數建立Cobb Douglas函數型態的生產邊界函數，針對台灣地區12家百貨公司、5家量販店及5家連鎖便利商店廠商，估計1997年至2000年之技術效率，比較三種零售業效率之優劣，並分析店數、賣場面積對效率之影響。接著運用Charnes, Cooper and Rhodes (1978)所提出之資料包絡分析法 （Data Envelopment Analysis；DEA） 對相同之研究對象進行效率研究，同時使用Tobit Regression進行二階段分析，進而探討店數、賣場面積對效率之影響。而本文研究結果之主要發現： 1.在連鎖便利商店業方面，營業店數多、賣場面積小之廠商，其 效率較佳。 2.量販店業之效率會受平均營業面積影響，賣場面積越大，效率越低。 3.營業店數越少、賣場越大之百貨公司，其效率越佳。 4.在效率的比較上，連鎖便利商店業之效率優於百貨公司業。百貨 公司業優於量販店業。

Increasing living and educational levels have drastically changed consumers’ shopping behavior. The rise of distribution centers has caused the traditional multiple and complex shipping channels to alter: All suppliers and venders nowadays ship goods first to a distribution center, and then a distribution center deliver the goods directly to retail stores. Distribution centers have promoted the numbers of chain stores, department stores, and wholesale stores. This study evaluates efficiencies of department stores, warehouses, and convenience stores in Taiwan and investigates the factors affecting efficiencies. In our data set, there are 12 department store systems, 5 warehouse systems, and 5 convenience store systems in Taiwan during 1997 to 2000. First, the panel-data, stochastic frontiers model developed by Battese and Coelli (1995) is used to compute the technical efficiencies of these retail store systems. Second, the data envelopment analysis (DEA) developed by Charnes, Cooper and Rhodes (1978) is applied to evaluate their technical efficiencies. Empirical finding from these two methods are consistent. Four major findings are made: 1.A decrease in the sales floor and an increase in the number of stores significantly improve a convenience store system's efficiency. 2.A larger sales floor significantly decreases a warehouse system's efficiency. 3.An increase in the sales floor and a decrease in the number of stores significantly improve a department store system's efficiency. 4.The rankings in efficiency are, from the highest to the lowest, convenience store systems, department store systems, and wholesale warehouse systems.