跨區經營百貨集團在特定事件促銷績效之研究

A Study of Promotion and Advertising Effectiveness at Special Events of Regional Department Store Chain

莊淇雯(Chi-Wen Chuang)

指導教授 ： 黃崇興

國立臺灣大學/管理學院/商學研究所/碩士(2004年)

https://doi.org/10.6342/NTU.2004.00200

摘要

近年來，績效評估的概念被廣泛運用在各個領域。績效評估之結果可以顯示組織對於資源運用之效率與效果，藉以瞭解組織運作狀況；同時，也能夠提供管理者在制訂未來經營策略以及公司資源配置等決策時之參考。但是，由於促銷和廣告主題牽涉的效果層面太廣，評估上有相當的難度存在，因此，釵h業者往往無法研究並瞭解廣告及促銷效果的評估。
百貨產業在經營上，經常利用創造一連串的活動主題，搭配大量的廣告及促銷活動，吸引消費者到店內購物，促銷及廣告活動牽動著百貨產業年度經營的成敗。在這陶多多的活動中，又以週年慶促銷及廣告活動對零售百貨產業最為重要。在本篇研究中，在國內一跨區經營百貨集團的協助之下，挑選了集團旗下八家分公司，兩個年度的資料，應用DEA(資料包絡分析)於百貨產業週年慶期間促銷廣告活動之績效評估分析，試圖建立一合適之績效評估模型，評估各分公司週年慶促銷和廣告支出是否有效率，並且分析被評估單位不效率的來源為何，建議其改進方向。
分析結果顯示，DEA方法所得出之結果與企業實際經營之狀況相當符合，在謹慎選擇評估促銷廣告績效的各種變數之下，的確能夠建立起一套合適之評估工具。除了評定各分公司表現的優劣之外，對於相對不效率的單位，在改進的方向以及改進的幅度上，皆能提供具體的改進建議。由此可知，DEA工具對企業而言不失為一有效的評估工具；同時，管理者若能斟酌產業特質及公司需求，尋求一適合評估公司促銷及廣告活動績效之分析工具，廣告與促銷活動之績效評估是可行且必要的工作，對於管理者未來在制定相關促銷及廣告活動的策略和預算投入上，都將是一個可依循的準則。

關鍵字

績效評估 ； 資料包絡分析 ； 促銷活動

並列摘要

In recent years, the concept of performance evaluation is widely applied to various fields. The results of performance evaluation can reveal both the efficiency and effectiveness of using resources. Meanwhile, it also provides the suggestions while managers making decisions, such as setting up company future strategies and resources allocation problems. However, it’s quite difficult to evaluate the performance of promotion due to the too wide scope of the effectiveness of promotion and advertising. Therefore, lots of managers often can not research and realize the evaluation of promotion and advertising effectiveness.
Promotion and the advertising activities have great influence on the success or failure in department store industry. In department store industry, in order to attract consumers coming to the store to do shopping, they usually create series of activities, tied with a large number of advertisements and promotional campaign. Among those different activities, the anniversary celebration activity is the most important one. This research analyzed two-year data of eight branches of one famous regional department store chain in Taiwan, and applied DEA (Data Envelopment Analysis) to evaluate the effectiveness of promotion and advertising activities in department store industry during anniversary celebration, trying to build up a proper performance evaluation model, evaluating the effectiveness in each branch, analyzing where is the sources of inefficiency, and proposing the direction that each branch has to improve.
The analysis result shows that the consequence of DEA output is correspond to real business operation. Through carefully choosing the all the variables of evaluating promotion and advertising effectiveness, we can really set up a suitable evaluation model. Besides evaluating the performances that each branch displays, as to those inefficiency units, it can provide concrete direction and range for improvement. Therefore can know that, DEA tool can be regarded as an effective assessment tool as for enterprise. Meanwhile, if the administrator can consider industry's characteristics and company's demand, seek to establish a suitable model for evaluating the promotion and advertising effectiveness in various company activities. It is the feasible and essential task to evaluate the effectiveness of promotion and advertising activities, providing a criterion of setting related strategies and making budget decision that administer could follow in the future.

並列關鍵字

DEA ； performance evaluation ； promotion activities

參考文獻

15. 張世其等，2003，臺灣電子零組件通路商經營績效之評估：資料包絡分析法之應用，管理研究學報。

16. 張錫峰、周齊武，1992，資料包絡分析及其在效率評估上之應用，會計評論。

1. 王君豪，2002，行動廣告表現方式對廣告效果影響之探討，國立成奶j學電信管理研究所碩士論文。

5. 林育則，2000，廣告效果測試之研究，國立政治大學企業管理學研究所碩士論文。

1. Aaker, David A,1973. Toward A Normative Model of Promotional Decision Making. Management Science,19(6) pp.593-603.