A Case Study of Branding Strategy on the Performance of Chain Retailing Enterprises－An Application of the Data Envelopment Analysis
Date Issued
2010
Date
2010
Author(s)
Chien, Chuan-Ting
Abstract
Due to the influence of globalization in recent years, international large-scale retail enterprises have planned their multinational business layout. In the rise of multiple marketing channels as well as the awareness of consumers, Taiwan''s chain retailers are now facing the challenge of change. In view of "branding strategy'' that will become competition advantages and key strategies for large-scale chain retailers, this study will take the 2007 Taiwan chain glasses as research sampling. Data envelopment analysis is applied to evaluate the operational efficiency of every direct-operated branch store; furthermore, major benchmark stores will be analyzed for its factors of success, exploring brand and advertisement promotion strategies planned by the headquarters of the chain stores to see whether there are remarkable influences on the operational efficiency of direct-operated branch stores. In the end, proposals for strategies are offered.
Compared the relative efficiency of each branch store, the factors of success in operating a benchmark stores mainly lies in location. Next, the influence on every direct-operated branch store lies in inner management factors, which are rental and salary payments; external incontrollable factors come from the advertisement of the headquarters of chain stores, branding strategy and feedbacks of suppliers. Among them, advertisement promotion strategies remarkably negative influences on operational efficiency of every branch store. The management level should re-adjust their strategies in consideration of the consumer satisfication and demand. Developing multi-brand strategies shows remarkably positive influences on operational efficiency of every branch store, capable of taking up market shares and enhancing positive competition in this organization.
Subjects
data envelopment analysis
Tobit regression
multi-brand strategy
Type
thesis
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