Research On The Business Performance Of Gree Electric Appliances Based On GRA-DEA Model

Since the reform and opening up,China has focused on the manufacturing industry.After years of efforts,“Made in China” has become a famous business card of China.With the continuous development and expansion of manufacturing industry,China also takes building a “manufacturing power” as its national strategic goal and then puts forward the “Made in China 2025” plan,hoping that by 2025,China can step onto the international stage of manufacturing industry.As a sector of China's manufacturing industry,home appliance manufacturing industry also needs to continue to develop and innovate while maintaining the existing industrial advantages,to help achieve the goal of making the country a “home appliances power”.However,behind the blowout development and explosive expansion of the home appliance manufacturing industry,there are many problems such as product homogeneity,shrinking profit margins,declining industry economic benefits,grim product export situations,and saturated markets.How to improve the international competitiveness of domestic home appliance manufacturing companies under the new situation is vital to the future sustainable development of China's home appliance manufacturing industry.The evaluation of business performance can comprehensively measure the market competitiveness,management ability and operation ability of an enterprise.Therefore,the key for enterprises to maintain stability and to obtain long-term sustainable development is to improve their business performance.In recent years,many domestic scholars have been studying business performance indepth,from theory to evaluation methods,and then to the selection of evaluation indicators,using different entry points and conducting research from different perspectives.This paper selects Zhuhai Gree Electric Co.,Ltd.(hereinafter referred to as “Gree Electric”)as the research object of corporate performance evaluation.Founded in 1991 and gone public in 1996,Gree Electric is an international home appliance company specialized in R&D,production and sales service.After nearly 30 years of unremitting efforts and vigorous development,Gree Electric has become a benchmark enterprise in China's manufacturing industry,with operations in more than 100 countries and regions around the world.However,with the emergence of problems such as the saturation of home appliance market and the rising cost of raw materials,the growth of Gree Electric has slowed down,and it is urgent to adjust the business strategy of the company.This article first briefly discusses the evaluation method and indicators of business performance,and then constructs the corporate performance evaluation system based on the GRA-DEA model combining with the characteristics of the research object,selects the evaluation indexes through the gray relational analysis method(GRA),and then conducts the evaluation of business performance with the help of data envelopment analysis(DEA).This empirical study comprehensively analyzes and evaluates the business performance of Gree Electric from both horizontal and vertical directions,and put forward suggestions for improving the level of business performance,hoping to provide ideas for the long-term development of Gree Electric.