运动服装品牌零售绩效分析

Research on Retail Efficiency of Sports Apparel Brands

为评估国内运动类服装品牌零售效率变化和差异性,基于因子分析法提取出2项投入指标和3项产出指标,利用DEA模型和DEA-Malmquist模型对国内外9家运动类服装品牌上市企业2018—2022年的零售效率进行静态和动态分析。研究结果表明,国内企业Malmquist指数上升2.6%,国外下降0.6%,国内企业与国外企业的技术进步差距有缩小的趋向;规模无效和技术无效是阻碍企业全要素生产率提升的主要因素。建议国内企业重视规模零售,合理配置资源,加大科研创新投入,充分利用新型技术。

In order to evaluate the changes and differences in retail efficiency of domestic sportswear brands,two input indicators and three output indicators were extracted based on factor analysis,while the static and dyna mic analysis of the retail efficiency of nine listed sports apparel brands at home and abroad from 2018 to 2022 was carried out by using DEA and DEA-Malmquist model.The re-sults show the Malmquist index of domestic enterprises increase by 2.6%,and foreign enterprises decrease by 0.6%,while the gap between domestic enter prises and foreign enterprises in technological progress tend to narrow.Ineffective scale and ineffectiveness technology are the main factors hindering the improvement of total factor productivity.It is recom mended that domestic enterprises pay attention to large-scale retail,rationally allocate resources,increase investment in scientific research and innovation and make full use of new technologies.