Empirical Analysis Of Operational Efficiency Of Listing Retail Enterprises Based On Dea Model

In recent years, Chinese Retailing Industry has present good growth momentum on the whole and has become the leading industry guiding production and consumption with the rise of index of the CPI. However, in the enterprises which occupy the market share of Chinese Retailing, local enterprises are in the second level as well as foreign enterprises are in the first level. Compared with foreign enterprises, Chinese retailing enterprises are in a low level and faced with many problems, such as multi-commercial forms, the whole scale is small, high cost and the lower operation and management level Our local enterprises should find the gap with foreign enterprises and the key indexes which affect the efficiency of enterprise operation so as to improve the level of operation and investment of enterprises pertinently to improve enterprise core competence.This article chooses 14 Chinese retailing enterprises come from 4 cities listed on China's two exchanges from 2007 to 2009 as research samples and chooses "total assets", "operating expenditure" and "investment expenditure" as input variables and chooses "operating revenue" and "operating profit" as output variables. Then, it researches the operation efficiency of listing retailing enterprises of Beijing, Tianjin, Shanghai and Shenzhen from horizontal level and vertical level with "DEA" to put forward some corresponding countermeasures and suggestions. The result shows that the average level of efficiency of 14 enterprises in 2007 is higher than other two years in which Yimin Commercial, Youyi and Yuyuan Commerical have a valid DEA, Tianjin Quanyechang Group, Shenzhen International Enterprise have an invalid DEA. In the four cities, Tianjin has the lowest technical efficiency value and the biggest fluctuation, then, is Shenzhen which has a lower level and presents a slipped trend. The last is Shanghai and Beijing which have a stable and high level. This shows that in recent years; the retailing industry in Shanghai and Beijing has a good development and has a higher operation and technical level, however, the retailing industry in Shenzhen and Tianjin should improve the operation and technical level.After the comprehensive evaluation of operation efficiency of 14 listing retailing enterprises, this article analyses the reason lead to technology invalid and puts forward strategy to improve operation efficiency, that is improving the level of control environment, improving the management level, developing to a low carbon operation pattern and improving marketability to be helpful to improve the operation efficiency of our retailing enterprises...