Research On Marketing Efficiency And Profit Efficiency Of Retail Listing Corporation

Retailing, as the bridge and link of production and consumption, its operation will not only have a directly influence on speed and efficiency of commodity circulation, but ultimately determines employment and economic progress. It also raising new demand for retailing, which not only required that retailing should maintain high growth, drive urban and rural economy, but required itself achieve effective development. Otherwise, inefficient operation will affect marketing performance, profit and even sustainable development of the whole industry. So how to accurately evaluate retailing’s’ marketing efficiency and profit efficiency has become a press and important issue.Along with Chinese gloomy economy environment, the marketing and profitability of domestic retail listed companies with large consumption concept have received much attention. This paper firstly summarized the relevant theoretical knowledge in efficiency and performance evaluation, and established domestic and foreign literature of retailing’ efficiency evaluation, then combined characteristic, status quo and problems of domestic retail industry, used two-stage DEA model and financial data of listed companies, appropriate sample enterprises have been screened out. And in such context, network and channel number, number of marketers, investment ratio and growth rate of marketing expenses are taken as input indicators, main business income and inventory turnover are taken as output indicators in first stage and input indicators in second stage, and then taken gross margin and ROE as the final output. Finally, software of MATLAB is used to evaluate marketing efficiency and profit efficiency of 29 listed retailing enterprises during 2012 to 2014 years. Based on empirical analysis, this paper comes to the following conclusions.Firstly, overall efficiency and part efficiency of listed retailing enterprises are in an invalid state during 2012 to 2014 years.Secondly, there is no proportionality relationship between marketing efficiency and profit efficiency of retailing and local level of economic development.Thirdly, based on the analysis results, retailing enterprises can be divided into four types- star, potential, the setting sun and loss for attraction.At last, the paper has put forward the counter-measures and improvement suggestions. Some corresponding suggestions are given as follows.(1) Stars should keep a clean sheet and study advanced marketing skills and methods of foreign retail magnates.(2) Potentials should seize the opportunity, actively expand their operations, and follow the thought of "provincial capital-major cities-prefectural cities".(3)The setting sun should update their product structure, use product tree with pyramid type, recruit marketing genius and expand strong marketing strategy. Others, enterprise transformation may be another way.(4) For losing companies, it should make efforts to control sales expenses and personnel costs.Moreover, the general suggestions to improve marketing efficiency and profit efficiency of our retailing enterprises including:(1)Rich existing business formats.(2)Make mergers and reorganization within the group.(3)To enhance brand awareness and upgrade core competition.(4) To blend in with big data and promote ability of management innovation.(5) To reinforce control ability when coping with life’s challenges.(6)Online and offline operation should be adopted.