Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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An Efficiency Analysis of Integrated Online and Offline Operations of Listed Retail Companies -Focusing on 28 listed retail companies in China-

상장 소매업체의 온라인·오프라인 통합 운영 효율성 분석 -중국 28개 상장 소매업체를 중심으로-

  • Wu, Li-Yan (Faculty of Machinary, Jilin Engineering Normal University) ;
  • Kim, Gui-Jung (Faculty of ICT, BaekSeok University) ;
  • Kim, Hyung-Ho (Dept. of Air Transport and Logistics, Sehan University)
  • 무립염 (길림공정기술사범학원 기계공학부) ;
  • 김귀정 (백석대학교 ICT학부) ;
  • 김형호 (세한대학교 항공교통물류학과)
  • Received : 2019.11.05
  • Accepted : 2020.01.20
  • Published : 2020.01.28
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Abstract

The purpose of this paper is to analyze the efficiency of on-off-line integrated operations of listed retailers, propose ways to identify and improve the problems of inefficient enterprises, and accelerate the integration of on-off-line. The 28 listed retail companies selected total capital, management expenses, number of employees and wage rates as input factors as of 2018 and total operating income and operating profit were selected as output indicators to analyze efficiency using DEA. The results show that the integrated enterprise has a higher overall level of operational efficiency, but it is still in a state of stagnation. The pure technical efficiency of the integrated enterprise is generally higher, and the scale efficiency is the main reason that the overall efficiency of the enterprise is not improved. This study can help retail companies adjust their development strategies of online and offline integration according to their own degree of online and offline integration. This study has limitations in explaining the change in efficiency of retailers by conducting a cross-sectional analysis using data limited to 2018. It is necessary to utilize data over the next several years to conduct a longitudinal analysis.

본 논문의 목적은 상장 소매업체의 온·오프라인 통합운영 효율성을 분석하여 비효율적인 기업의 문제점을 파악하고 개선하기 위한 방안을 제안하는 것이다. 중국의 28개 상장 소매업체의 2018년 기준 자본금, 관리비, 직원수 및 임금률을 투입 지표로 하고, 총영업이익과 영업이익을 산출지표로 선정하여 DEA 분석 방법을 통해 운영효율성을 분석하였다. 분석 결과 온·오프라인 통합운영 소매업체의 운영효율성은 전반적으로 높은 편이지만 정체 상태이며, 온·오프라인 통합운영 소매업체의 순수기술효율성은 일반적으로 높고 규모효율성은 회사의 효율성이 향상되지 않는 주된 요인인 것으로 나타났다. 본 연구는 소매업체들의 온·오프라인 통합정도에 따른 운영효율성 향상을 위해 온·오프라인 통합 전략을 추진하는데 도움을 줄 것으로 기대한다. 본 연구는 2018년으로 한정된 데이터를 사용하여 횡적분석을 실시하여 소매업체의 효율성 변화 추이를 설명하기에는 한계가 있다. 향후 다년간의 데이터를 활용하여 종단면적 분석을 시행할 필요가 있다.

Keywords

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