多元统计分析在西安星巴克门店经济效益中的应用

The application of Multivariate Statistical Analysis in the economic benefits of Starbucks stores in Xi′an

经济效益是一个企业发展状况的最直观展现,本文基于西安市华清广场门店2019年的门店销售数据,运用特定的指标和标准,利用多元统计方法对西安星巴克门店经济效益进行评估和客观评价.首先构建门店经济效益指标体系,同时根据逐步回归法和主成分分析法建立评价模型,从而获得门店日常销售情况.再依据西安市和宝鸡市19家门店个别月度数据和大众点评平台数据更新指标体系,之后采用聚类分析,主成分分析和熵权法对19家门店的经济效益状况进行分析并排名.本文明确了华清广场店的经济效益在西安地区门店中的地位,得到地理位置越繁华门店经济效益越高等结论,以期借助所得结论对星巴克门店日后销售方向提供指导性建议.

The economic benefit is the main criterion for the development of enterprises. On the base of the store sales data of Xi′an Huaqing Plaza store in 2019, this paper uses specific indicators and standards and multivariate statistical methods to evaluate and objectively evaluate the economic benefits of Xi′an and Baoji Starbucks stores. Firstly, the index system and the evaluation model are established according to the stepwise regression method and the principal component analysis method so that the daily sales situation of the stores is obtained. Secondly, the indicator system is updated based on the individual monthly data from 19 Starbucks stores in Xi′an and Baoji and the data from public comment platform. Then it makes use of the cluster analysis, principal component analysis and entropy weight method to rank the economic benefits of these stores, and thus draws to a conclusion that the more geographically prosperous the store is, the better the economic benefit will be. This paper confirms the position of the economic benefit of Huaqing Plaza store among the stores in Xi′an and Baoji, and hopes to provide guiding suggestions for the future sales direction of Starbucks stores.