運用資料包絡分析法於台北市公有市場績效評估之研究

The Application of the Data Envelopment Analysis on the Performance Evaluation of the Taipei City Public Markets

張竹君(Chu-Chun Chang)

指導教授 ： 郭人介

國立臺北科技大學/管理學院/工業工程與管理系所/碩士(2006年)

摘要

本研究主要目的在評估台北市公有傳統市場營運績效，以傳統零售市場之現況資料，採量化之方式，利用資料包絡分析法（data envelopment analysis， DEA），評估每一個市場之整體績效值，以最少投入量獲取最大產出量的市場，將被視為最有「效率」市場，以這有效率的市場，將其產出量除以投入量的比值，作為其他市場衡量效率的基準，評估分析所得，係以衡量相對效率的觀念，來求取各市場之間的相對有效程度。
本研究透過國內外文獻探討及專家訪談等方式，確定投入與產出項目，再依據資料包絡分析法(DEA)的理論，採BCC投入導向模式，對台北市45個公有市場進行績效評估，研究結果發現：45個受評估單位（DMUs），其中14個DMUs被評估為相對有效率，餘31個DMUs被評估為相對無效率，整體受評估單位的績效（θ）值為0.801877。
面對大環境之變遷，公有零售市場正處於轉型的關鍵時刻，雖然超市、大型量飯店、便利商店及流動攤販的存在對合法攤商之威脅不容否認，但傳統市場攤商如何藉由較便宜之租金、與購物者良好互動關係等優勢及注入現代化經營理念，並配合消費者需求，改善市場軟、硬體設備，提供貨色齊全、潔淨明亮之購物環境，讓市民耳目一新，再次吸引消費者，為攤商與市場共同努力之重點。

關鍵字

公有市場 ； 績效評估 ； 資料包絡分析法

並列摘要

The purpose of this study is to evaluate the performance of the traditional public markets in Taipei city. By quantifying the data collected from the traditional markets, we evaluate the performance of the markets using the methodology of the Data Envelopment Analysis, or DEA. The overall performance of a market is based on the ration between the investment and the output. Then the ratio will become the basis for performance comparison. A market that can maximize the output and minimize the investment at the same time is treated as an efficient market.
By referencing the papers and the interviews, we could determine a list of input and output items as the variables for research manipulation. Then we implemented the Data Envelopment Analysis against 45 public markets in Taipei city. At the end we found out that 14 out of the 45 DMUs were relatively efficient, while the remaining 31 DMUs were evaluated as relatively inefficient. The overall performance evaluation for the public market is 0.801877.
Facing the immediate threats from the supermarkets, discount warehouse and convenient stores, the traditional public market has come to the turning point for survival. However, the public markets still have their advantages over the competitors. The traditional public market should foresee the customer needs, improve and maintain a pleasant shopping environment and the customer service, and offer a variety of groceries for sales. Then the traditional public markets can compete with the new generation of market places, and attract the customers.

並列關鍵字

Public Markets ； Performance Evaluation ； Data Envelopment Analysis

參考文獻

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