不同零售业态下的LILY女装品牌销售效率分析.pdfVIP

STUDY ON THE SALES EFFECTIVENESS OF LILY WOMEN BRAND IN DIFFERENT RETAIL FORMATS ABSTRACT With the changes in the macroeconomic environment and the emergence of new technologies, the consumers’ shopping and lifestyle have been changing. Shopping online or mobile or other channels began to squeeze the market, making the clothing brands be challenged. So the inventory ,close shop and other words appear frequently, which make many apparel brands have to put the transition on the agenda. In this context, if the traditional retail order to have a good position in the offline market, it must be more efficient than ever before, so that input and output configurations have to be more reasonable to increase the conversion rate of profits. The paper select the LILY Women brand for the study to find the difference in efficiency from different retail formats, leads to in-depth study on the efficiency of sales of the brand, including the following sections: (1) Defining the relevant concepts. Through literature research and interviews with experts and other business managers, so that the sales efficiency methods were initially classified. Some work on the research methods of efficiency, sales productivity, retail formats and some other related implications have been done,such as the specific efficiency calculation, frequency analysis, factor analysis, DEA efficiency models and so on. The overall efficiency was calculated by two basic models of DEA in this paper. (2) Analyzed the efficiency of the three single-input to single-output indicators of the LI