Super DEA에 의한 광고비의 효율성 측정

한동여,최성용 한국기업경영학회 2009 기업경영연구 Vol.16 No.4

Parametric approach or non-parametric approach is used to measure the efficiency of decision making units. The two approaches have advantages and disadvantages. One disadvantage of parametric approach is to measure the efficiency by comparing a decision making unit to an average rather than comparing to best decision making units. Moreover, the parametric model has to assume about the production function, and requires the price information about inputs and outputs. Data envelopment analysis does not require the assumption about the production function and the price information. Data envelopment analysis is to measure the efficiency by comparing a decision making unit to best decision making units similar to it. Therefore, data envelopment analysis provides inefficient decision making units with benchmarking decision making units. Another advantage of data envelopment analysis is to handle for multiple outputs as well as zero output. But the data envelopment analysis model is extremely sensitive to the outliers. Data Envelopment Analysis which is non-parametric approach is a useful tool to analyze the relative efficiency of decision making units characterized by multiple inputs and multiple outputs. From the DEA results, it is impossible to differentiate their performance among the efficient decision making units. Super data envelopment analysis can provide super efficiency scores for all efficient decision making units. Therefore, we can rank the efficient decision making units. The super efficiency of decision making unit under consideration is estimated by excluding the constraints from traditional DEA model. Data envelopment analysis has been popularly used as an analytical tool in order to evaluate relative performance of decision making units. The results of Data envelopment analysis model provide decision makers with a single efficiency score, efficient frontier, return to scale, benchmarking decision making units for inefficient decision making units, etc. The purpose of this paper is to estimate advertising efficiency for the food and beverage companies in 2008 by super data envelopment analysis. Four items such as TV advertising expenditures, radio advertising expenditures, newspaper advertising expenditures, and magazine advertising expenditures are selected as inputs, and sales are treated as outputs for data envelopment analysis model. Super DEA model based on the input-output shows that 4 decision making units(DMU 2, DMU 5, DMU 6, DMU 10) are efficient out of 10 companies. The super DEA scores for DMU 2, DMU 5, and DMU 10 are 1.7073, 5.0898, 2.5814 and 1.4232 respectively. The results indicate that DMU 5(5.0898) is the most efficient. The score of 5.0898 means that DMU 5 can maintain 100% efficient even if DMU 5 increase inputs about 400%(5.0898-1). Furthermore, pure technical efficiency and scale efficiency are estimated for all DMUs. Constant return to DEA model shows that all inefficient decision making units should decrease their advertising expenditures in order to be efficient. In addition, we calculate the economies of scale such as increasing return to scale, decreasing return to scale, and constant return to scale for all decision making units from CRS DEA model. Based on the analysis of the economies of scale, this study recommends that decision making units with increasing return to scale can increase outputs by increasing advertising expenditures because decrease in advertising expenditures may not be possible due to various reasons in the real situation. Our analysis shows that 4 DMUs are under constant return to scale, 5 DMUs under increasing return to scale, and 1 DMU under decreasing return to scale, Decision making units under constant return to scale is now efficient by increasing output since the output will increase equally with the increase in advertising expenditures. 5 decision making units under increasing return to scale indicate that its efficiency can be improved by increasing a... 본 연구는 Super DEA기법에 의하여 2008년도 우리나라 식, 음료관련 기업의 광고 효율성을 측정하였다. 투입요소로는 TV광고비, 라디오광고비, 신문광고비, 잡지광고비로 하고 산출물은 매출로 하였다. 여기에서는 비효율적 DMU의 벤치마킹 대상 DMU와 과다 투입된 투입요소의 크기, 규모의 경제분석 결과 및 효율적 DMU들 간에 순위비교가 가능하도록 정보를 제공하였다. 본 연구에서는 비효율적 DMU가 효율적이 되기 위해서는 광고비를 축소해야 한다는 것을 보여주었지만, 동시에 비효율적인 DMU들은 상당수가 IRS에 있음을 확인하였다. 비효율적인 광고주가 광고비를 축소하여 효율적이 될 수도 있지만 상당수의 DMU들이 규모수익 증가에 있기 때문에 광고비를 축소하기 보다는 광고비를 증가시키거나 기존의 광고비 비율을 유지하면서 광고효율성을 제고할 수 있음을 발견하였다.

제품효율성 분석을 통한 친환경자동차 시장의 활성화 방안 연구

이동우(Dongwoo Lee),오인하(Inha Oh) 한국혁신학회 2021 한국혁신학회지 Vol.16 No.3

본 연구의 목적은 DEA(Data Envelopment Analysis)를 활용한 제품효율성 분석을 통해 국내 친환경자동차 시장의 활성화 제고 방안을 모색하고자 함이다. 이를 위해 본 연구에서는 친환경자동차의 대상을 전기자동차와 하이브리드, 플러그인하이브리드 그리고 LPG자동차로 정하고 분석에 사용하였다. 연구자료는 한국자동차산업협회의 생산판매통계를 통해 2015년부터 2018년까지 국내 시장에서 판매된 일반 승용차와 2019년 일반인 판매대상의 LPG차량 자료를 활용하였다. 분석에 사용된 투입변수는 차량가격이며, 산출변수로는 환산연비, 엔진성능, 차체크기 그리고 가솔린, 하이브리드, SUV를 나타내는 더미변수가 사용되었다. 연구의 주요 내용을 요약하면, 첫째, 제품효율성 측정지표의 유용성 검증을 위해 기술적 효율성과 배분적 효율성 모델을 비교 분석하였는데, IV로짓 모형을 활용한 2SLS(Two-Stage Least Squares) 분석을 통해 소비자에게 주는 효용의 가중치를 추정하고 배분적 효율성 측정에 활용하였다. 둘째, 국내 자동차 시장의 소비유형별 배경변인에 따른 제품효율성 차이 여부를 알아보기 위해 비모수 검정을 실시하였다. 셋째, 투입 및 산출변수의 각 측정지표별 비교자료를 추출한 후, 시장점유율이 가장 높은 내연기관 가솔린 차종과의 상세 비교를 통해 각 친환경 차종과의 경제적 차이를 비교 분석하였다. 본 연구는 효율성 측정지표로서 배분적 효율성을 활용한 제품효율성이 국내 자동차 시장의 효율성을 설명하는데 보다 유용한 척도임을 검증하고, 이를 통해 제품의 소비자 관점에서 효율성을 분석하였다는 점에 의의를 둘 수 있다. The purpose of this study is to evaluate product efficiency with the domestic eco-friendly vehicles to which attention is paid as next-generation vehicles, utilizing Data Envelopment Analysis (DEA) and present measures for securing the development direction and competitiveness of the domestic eco-friendly vehicle industry through this. This study included eco-friendly vehicles, including electric vehicles, hybrid vehicles, plug-in hybrid vehicles, and Liquefied Petroleum Gas (LPG) vehicles for the analysis. As for research data, with the domestic cars sold in the South Korean vehicle market, this study added and utilized data on general passenger cars sold from 2015 through 2018 and LPG vehicles sold for ordinary people in 2019 through the production and selling statistics of the Korea Automobile Manufacturers Association (KAMA) for the analysis. The input variable used for DEA analysis was car price. As output variables, converted fuel efficiency, engine power, and car body volume were used, and dummy variables indicating gasoline, hybrid, and Sport Utility Vehicle (SUV) were used. The results of empirical analysis in this study are as follows: First, to verify the usefulness of the indicator for measuring efficiency for the evaluation of the product efficiency of eco-friendly vehicles, this study conducted a comparative analysis of the technical efficiency model and allocative efficiency model based on the DEA model. To do so, this study estimated the weighted value of the efficacy given to consumers through Two-Stage Least Squares (2SLS) analysis utilizing the IV Logit model and utilized that in the measurement of allocative efficiency. Second, to examine if there is any difference in product efficiency according to the background variable by the type of consumption in the domestic vehicle market, a non-parametric approach was made. Third, This study extracted data by each measurement indicator of the input variable and output variables for the comparisons of all models of vehicles in detail by class and type and then conducted a comparative analysis of the prices in detail with the gasoline models occupying the largest proportion of sales as internal combustion vehicle models in the domestic vehicle market, utilizing them. Through this, this study conducted a comparative analysis of the economic differences with gasoline models by each model of eco-friendly vehicles. This study has a significance that it verified if the product efficiency utilizing the allocative efficiency of the DEA model would be a more useful scale to explain the efficiency of the domestic vehicle market and analyzed the efficiency from the consumer point of view through that.

수자원개발사업의 경제성 분석제도 개선에 관한 연구

김수식(SooSik-Kim) 한국정책분석평가학회 2007 政策分析評價學會報 Vol.17 No.1

  This study dealt with the problems of the economic efficiency analysis on the current water resource development projects. Whereas the analysis is developed comparatively precisely with regard to the benefit items, the external cost items are excluded because of the difficulties in finding right calculation methods and in verifying the cost appropriately. Therefore, it is difficult to accomplish an upgraded degree of rationality on the economic efficiency analysis.   This study tried to suggest a plan to improve the economic efficiency analysis through an assessment based on the rationality standard of Simmon, focusing on the economic efficiency analysis system stipulated by the dam construction law and the results of the economic efficiency analyses on multi-purpose dams.   First, the analysis can be improved through system changes. The foundation of the analysis on the economic validity of water resource is the water resource management system and its related laws. According to the dam construction law that regulates the current economic efficiency analysis, only water use benefit, electricity generation benefit, and flood control benefit are stipulated as benefit items. In addition, it stipulates only the direct expense on the cost items. Considering these limitations, the items of benefit and cost should be diversified. Moreover, a guidebook on the economic efficiency analysis of water resource that includes appropriate calculation methods should be provided. Second, the methods to evaluate and calculate the benefits and cost should be developed and improved continuously.   Through the improvement on the economic efficiency analysis of water resource, positive effects would be expected as follows. ① The external cost that were excluded under the current analysis system can be internalized. When the internalized expense is acknowledged as a necessary expense item, the water rate can be rationalized to reflect the real market value. Then the water resource can be distributed with more realistic rate to more realistic users. ② When the currently under-estimated water rate is readjusted to a realistic level, the increased budget can be used to compensate for the loss that the people in the suffering districts are undergoing due to the dam construction. This will be a solution for the conflict arising from the dam construction.

세계 주요 천연가스업체의 효율성 및 생산성 분석

김기현(Ki-Hyun Kim),황승준(Seung-June Hwang),이진표(Jinpyo Lee) 대한경영학회 2018 大韓經營學會誌 Vol.31 No.2

국가수준 학업성취도평가 결과와 DEA를 활용한 중학교 효율성 분석

이상린(Lee, Sang-Rin),문명현(Moon, Myung-Hyun),김병주(Kim, Byoung-Joo) 한국교육재정경제학회 2011 敎育財政 經濟硏究 Vol.20 No.4

이 연구는 중학교를 대상으로 국가수준 학업성취도평가 결과를 활용하여 DEA기법으로 효율성을 분석하는 것을 목적으로 한다. 구체적 자료는 한국교육학술정보원에서 제공하는 에듀데이터를 활용하였고 대상으로 2010년 대구지역과 경북지역 중학교의 효율성을 분석하였다. 본 연구에서 DEA기법을 통한 효율성 분석을 위해 선정한 투입변수는 인적 변수로 ‘1급 정교사 비율’, ‘학생 100명당 교원 수’이며 물적 변수로는 ‘학생당 교육비’를 선정하였다. 산출변수로는 국가수준 학업성취도평가의 보통학력 이상 비율을 선정하였다. 그리고 배경 변인으로 학교 특성으로 학교의 지역적 특성, 학교 규모, 설립 유형, 성별 유형을 변인으로 선정하였다. 그리고 학교 교육활동 변인으로 교과교실제 실시 여부, 수준별 이동수업 실시 여부, 자율학교 지정 여부, 영어교육 프로그램 실시 여부를 변인으로 하였다. 연구 결과, 학교특성별 분석에서 지역별로는 경북지역보다 대구지역이, 설립 유형별로는 미약하게 공립보다 사립이 효율성이 높게 나타났다. 규모별로는 소규모보다 중규모가, 중규모보다 대규모가 효율성이 높게 나타났다. 공학여부에 따라서는 유의미한 효율치의 차이를 보여주지 못하였다. 교육활동별 분석에서는 교과교실제 비운영학교가 운영학교보다 효율성이 높게 나타났고 수준별 이동수업 운영학교가 비운영학교보다 효율성이 높게 나타났다. 자율학교의 지정 여부와 영어교육 프로그램의 운영여부에 따라서는 통합하여 분석하거나 분리하여 분석하는 경우 모두 효율성에 있어서 통계적으로 의미있는 차이를 보여주지 못하였다. 기술효율성을 분석한 결과 대구와 경북지역 모두 80% 이상의 학교에서 규모수익 체증을 보이고 있었다. 따라서 학생 수와 한정된 자원을 고려할 때 상대적으로 규모가 작은 학교에 대해서는 일정 규모의 학교로 적정화하는 것이 필요할 것으로 판단된다. This study aims to analyze comparative efficiency of middle schools located in Daegu and Gyeongbuk by Using DEA(data envelopment analysis) technique and result of national level school achievement test. To accomplish this purpose, theoretical review on precedent studies about DEA and analysis of efficiency was conducted. Based on theoretical review, totally three input variables and five output variables were selected for the analysis. Number of teachers per one hundred students, ratio of first class teachers. and educational expenditure per student were included to input variables, and levels of school achievements of subjects of Korean Language, English, Mathematics, social studies and natural sciences were included to output variables. Subjects of this study were 278 middle schools in Daegu metropolitan city and Gyeongbuk province. Edu-data offered by KERIS(Korea Education & Research Information Service) were used for Analysis. Efficiency of meddle schools were analyzed by DEA technique. Major results of the study are as follows: Firstly, schools that achieved 100% efficiency were just 8 percent of total schools. Secondly, schools located in Daegu metropolitan city were more efficient than schools located in Gyeongbuk’s small cities and rural areas. Thirdly, efficiency of schools was increased in proportion to the number of students of them. Fourthly, schools those did not operate special programs such as differentiating teaching classes by levels of achievement and English program were more efficient than schools those did them. Fifthly, more that 80 percent of schools show the phenomenon of congestion of scale returns. Based on the result and discussion of this study, the conclusions and suggestions of the study are as follows: Firstly, more than half of middle schools were inefficient comparatively. In terms of student achievement, reasonable input and output adjustment is required. Secondly, more effort to analyze and evaluate input variables of schools by various methods is required. Thirdly, schools should not be evaluated by just efficiency. More careful approach is needed in analyzing efficiency of middle schools. Fourthly, results of analyzing efficiency of individual schools should be utilized in school consulting. Fifthly, comparative efficiency analyzed by DEA should be complemented by other various methods of analyzing efficiency.

자료포락분석을 이용한 청주시 버스노선 효율성 분석: 주말 및 감축운행을 중심으로

양정훈,한효림,김나연,송태진 한국교통연구원 2024 交通硏究 Vol.31 No.1

청주시는 2021년 전국 기초지자체 중 최초로 버스 준공영제를 실시하였으나, 이에 따른 재정지출이 매년 급증하고 있어 버스운영의 효율성 제고 방안이 필요한 시점이다. 본 연구는 청주시에서 운행되고 있는 버스노선의 효율성을 분석하였으며 그동안 기존 연구에서 이루어지지 않았던 평일과 주말에 대한 효율성 비교와 주말 감축운행이 이루어지고 있는 노선들에 대한 효율성 분석이 수행되었다. 분석을 위해 청주시 내부자료와 BIS자료를 토대로 55개의 노선을 선정하여 3개 그룹으로 구분후 DEA(Data Envenlopment Analysis)를 수행하였으며 토빗(Tobit) 회귀분석으로 버스노선의 효율성에 영향을 미치는 요인들을 탐색하였다. 분석 결과, 청주시 버스노선의 그룹별 효율성은 좌석급행 노선이 가장 높았으며 외곽은 좌석급행 대비 평일 77.9%, 주말 75.1% 수준을, 시내순환은 좌석급행 대비 평일 67.6%, 주말 61.9% 수준을 나타냈다. 또한, 평일 대비 주말 효율성은 노선 전체적으로 14.1% 낮게 나타났으며 그룹별로는 좌석급행 11.0%, 외곽 14.3%, 시내순환 18.6% 낮았다. 그리고 주말 감축운행이 이루어지고 있는 21개 노선 중 19개 노선에서 감축운행으로 효율성이 향상되었으며 이는 시내순환 9.0%, 외곽 12.6%로 나타났다. 마지막으로 토빗 회귀분석을 통한 효율성의 영향 요인들은 운행횟수, 운행거리, 정류장수, 굴곡도 순으로 나타났다. 본 연구 결과는 향후 청주시 버스운영의 효율성 제고 등 재정부담 완화정책 마련에 기여할 수 있을 것으로 기대된다. Cheongju-si implemented the bus semi-public system for the first time among basic local governments in 2021, However, as fiscal expenditures are increasing rapidly every year, it is time to improve the efficiency of bus operations. Therefore, this study analyzed the efficiency of bus routes operating in Cheongju-si, weekdays and weekends, which yet to be known in previous studies, and the efficiency analysis of routes with weekend reduction operations. For the analysis, 55 routes were selected based on Cheongju-si's internal and BIS data. And a DEA (Data Environment Analysis) was performed after dividing them into three groups, and factors affecting the efficiency of bus routes were explored through Tobit regression analysis. As a result of the analysis, the efficiency of Cheongju-si bus routes by the group was the highest in the arterial express line, 77.9% on weekdays and 75.1% on weekends compared to the arterial expression, and 67.6% on weekdays and 61.9% on weekends. In addition, weekend efficiency compared to weekdays was 14.1% lower overall on the route, and by group, the arterial expression was 11.0%, the outer 14.3%, and the city circulation was 18.6%. Furthermore, the efficiency of the reduction operation improved on 19 of the 21 routes where weekend reduction operations were taking place, which was 9.0% of the city cycle and 12.6% of the outskirts. Finally, the factors influencing efficiency through Tobit regression analysis were found in the order of number of operations, distance and busstop, curvature. These results are expected to contribute to preparing policies to ease the financial burden, such as improving the efficiency of bus operation in Cheongju in the future.

전국 문화예술회관의 운영 효율성 분석

박준우(Park Jun-woo) 한국문화경제학회 2021 문화경제연구 Vol.24 No.3

본 연구논문은 2018년도부터 2020년도까지 최근 3년간 전국 문화예술회관의 운영 효율성을 분석했다. 문예회관은 지역주민들의 삶의 질 향상과 같은 긍정적 부가가치를 창출하는 반면 많은 수의 문예회관 운영은 효율성 격차가 발생하고 재정적 부담과 성과의 논란을 함께 야기한다. 이에 전국 문예회관의 개별적 효율성과 이를 지역별, 규모, 운영주체의 형태별로 비교·분석했다. 또한 최근 COVID-19는 문예회관 운영 효율성에 어떤 영향을 미치는지도 함께 연구하여 시사점을 도출했다. 이를 위해 『전국문화기반시설총람』의 문예회관 운영 자료를 DEA와 SFA 분석 방법을 동시 진행하여 비교·분석했다. 연구결과 DEA와 SFA 분석 모두 지역별 격차는 발생했다. 서울특별시를 비롯 대다수의 광역시는 효율성이 좋은 것으로 분석되었고, 반면 수도권 소재 인천광역시의 경우 평균 효율성에도 미치지 못하는 등 저조하게 나타났다. 더불어 COVID-19로 인해 운영 효율성이 낮을 것으로 예상했던 것과 상이하게 최근 3년간 운영 효율성은 지속적으로 개선되었다. 이는 온라인 이용자 수 증가로 인한 효율성 개선이 총수입과 공연일 수 감소를 상쇄하기 때문이다. 또한 규모별 CCR 모형은 평균 이하의 규모를 가진 문예회관이 더 효율적이었고, 반면 BCC 모형은 유의점이 거의 나타나지 않았다. 운영 규모와 운영주체별 SFA 분석은 그 차이가 미미하여 효율성에 유의한 영향을 미치지 않는 것으로 분석했다. 분석 결과를 통한 시사점으로 효율성이 낮은 문예회관의 경우 다른 문예회관과 교류를 통해 작품과 공연시설 등을 공유해야 한다. 또한 규모와 운영 형태의 경우 효율성에는 미치는 영향이 크지 않으므로 각 문예회관의 특성을 고려하여 능동적으로 대처하는 것이 바람직하다. COVID-19 상황과 정부의 온라인 문화예술 프로그램 개발 정책은 온라인 프로그램 공급 증가를 가져올 수밖에 없다. 이에 정부의 재정적 지원은 경영성 측면 개선을 고려하여 양질의 유료 프로그램 개발로 이어져 수익을 창출할 수 있도록 해야 한다. This paper analyzes culture and arts centers around the nation in terms of operational efficiency for three years, from 2018~2020. Culture and arts centers create added positive value, such as the improved quality of life of local residents, but there is a gap among these centers in operational efficiency. They also cause controversy over financial burdens and achievements. Thus, this study compared and analyzed culture and arts centers around the nation in terms of individual efficiency according to area, size, and form of operational subject. The study also investigated the effects of the recent COVID-19 pandemic on the operational efficiency of culture and arts centers, providing implications. The operational data of culture and arts centers in “Comprehensive Survey on Cultural Infrastructure across the Nation” was compared and analyzed through the simultaneous implementation of DEA and SFA. The findings show a regional gap in both DEA and SFA analysis results. Culture and arts centers in a majority of metropolitan cities, including Seoul Special City, recorded good efficiency, but those of Incheon Metropolitan City did not even reach average efficiency. Opposite to a prediction that culture and art centers would show low operational efficiency due to the COVID-19 pandemic, their operational efficiency continued to improve for the last three years. The number of their online users increased, which improved their efficiency and offset the reduction of their total income and number of show days. The CCR model was more efficient at culture and arts centers whose size was under the average, but the BCC model had almost no significance. The SFA analysis results by size and subject of operation showed little differences that had no significant effect on efficiency. Based on these analysis results, the study offered the following implications: culture and arts centers with lower efficiency should share their shows and performance facilities with other culture and arts centers through exchanges. Since the size and operational form of culture and arts centers do not have a big impact on their efficiency, each culture and arts center should make active reactions by taking into consideration their characteristics. The government’s policy of developing culture and arts programs online along with the COVID-19 situations will inevitably increase the supply of online programs. The government’s financial support should take into account the management aspect of culture and arts centers and promote the development of high quality paid programs so that they can generate profit.

도시가스 업체의 효율성 측정과 영향 요인 분석

김용덕,강상목 한국기업경영학회 2014 기업경영연구 Vol.21 No.3

The purpose of this paper is to measure the efficiency and impact factors of city gas firms in S. Korea using DEA (Data Envelopment Analysis) and SFA (Stochastic Frontier Analysis). The analysis period is from 2009 to 2012 and the number of sample firms is thirty-two. Empirical result shows that; first, four years average efficiency of city gas firms in S. Korea is estimated low. Second, city gas firms in S. Korea have big difference between firms to have a minimum efficiency and maximum efficiency. Third, the gap of efficiency by region or listed company had decreased since 2009. The city gas companies in non-metropolitan area or unlisted gas companies had caught up metropolitan city gas companies or listed gas companies. Also, the ranking of companies’ efficiency is almost similar based on Spearman's rank correlation coefficient. Tobit model is used to examine impact factors of efficiency. The dependent variable is city gas firms’ efficiency in S. Korea. The independent variables are population density, proportion of industrial supply, labor costs per total number of employees, current ratio, ratio of gross profit, ratio of operating profit, turnover ratio of capital, gross profit per total number of employees, metropolitan dummy, and listed dummy. impact factors of efficiency are industry supply, liquidity ratio and whether the company is listed or not and so on. Efficiency is increased by the higher industry supply, liquidity ratio and metropolitan area. Based on the empirical results, we can try to draw following implications. First of all, this measurement results can be the opposite evidence of arguing that the City Gas Firms reached the critical point with efficient self-management. The average efficiency of city gas firms is estimated low. And based on analysis with DEA and SFA, the efficiency can be improved. Therefore, Non-metropolitan companies and listed companies are required to focus on improving the efficiency. Looking at the empirical results, metropolitan dummy and listed one have a negative influence on efficiency. Because the population density per pipe length in non-metropolitan areas is lower than metropolitan ones. So the government should try to improve the efficiency of these companies. In addition, In order to facilitate supply of city gas, the government's support is needed. And for supporting non-metropolitan areas, an element of the external force should be removed. Because these things can lead to inefficiencies. In the case of listed companies, CEOs are more likely to focus on company's appearance like focusing on gross profit and sales. Thus individual shareholders should lead them not only to focus on company appearance but also increase efficiency. In this study, we measured the efficiency with DEA and SFA simultaneously because measuring only with DEA has several disadvantages and those two ways are complementary. Accordingly if you use both methods at the same time, you can obtain more reliable information. 본 연구의 목적은 소매 도시가스 업체의 효율성을 계측하고 영향요인을 분석하고자함이다. 본 연구에서 자료포락분석(DEA)과 확률변경분석(SFA)을 이용하여 효율성을 추정하였다. 분석기간은 2009년부터 2012년까지의 4년간이었으며, 표본기업의 수는 32개 업체이다. 추정 결과, 첫째, 32개 소매도시가스 업체의 4개년 평균효율은 낮게 측정되었다. 둘째, 최소효율을 가지는 기업과 최대효율을 가지는 기업의 차이가 아주 크게 나타났다. 셋째, 2009년 이후로 지역별, 상장여부에 따른 효율성 차이가 점점 줄어드는 것으로 나타났다. 이는 지역적으로 비수도권에 위치하는 소매도시가스업체들 또는 비상장 소매도시가스업체들이 상대적으로 효율성이 높은 수도권 지역 소매도시가스업체들 또는 상장 소매도시가스업체들을 추격(catching-up)하고 있는 것으로 볼 수도 있다. 또한 두 측정결과의 일관성을 보기 위하여 Spearman의 순위상관계수를 확인한 결과, 두 측정결과는 효율 수준의 값에서 다소 차이를 보이나 소매도시가스 32개 업체의 두 효율 순위는 대체로 유사하게 나타났다. 이러한 효율성에 대한 영향요인을 살펴보기 위하여 Tobit 모형을 이용하여 분석하였다. 종속변수로는 자료포락분석(DEA)과 확률변경분석(SFA)을 이용하여 도출한 효율성을, 설명변수로는 인구밀집도, 산업용비중, 총직원수 당 인건비, 유동비율, 매출총이익률, 영업이익률, 총자본회전율, 총직원수 당 매출총이익, 수도권․비수도권 더미, 상장․비상장 더미를 사용하였다. 그 결과, 효율성 영향요인은 산업용 공급량이 높을수록, 유동성비율이 높을수록, 수도권 지역에 위치할수록 효율성이 증가하는 것으로 나타났다.

경영과학적 관점에서 살펴본 호텔의 운영 효율성과 수익 효율성 분석

김현정 한국호텔리조트학회 2019 호텔리조트연구 Vol.18 No.4

This study classifies management efficiency into operational efficiency and profitability efficiency by using two-stage DEA (data envelopment analysis) for domestic hotels from first grade to fifth grade. For this purpose, a total of 25 hotels were selected, and the 2018 audit report and company profile data of the Financial Supervisory Service's DART (data analysis, retrieval and transfer system) were used. The results are as follows. Overall, domestic hotels are more urgent to improve profitability efficiency than operational efficiency. Specifically, this study compared how much utilization should be improved by hotel class in terms of operational efficiency. In terms of profitability efficiency, this study analyzed how much sales and net income should be improved by hotel class. This study expands the scope of previous studies by dividing management efficiency into operational efficiency and profitability efficiency of domestic hotels using two-stage DEA. In addition, this study suggests various management strategies for improving the efficiency of the hotel industry by analyzing all the hotels from first grade to fifth grade, not limited to the luxury hotels. Finally, the managers of each hotel can use the analysis results of this study to find out what to focus on between operational efficiency and profitability efficiency.

DEA 모형을 이용한 TV홈쇼핑기업의 상대적 효율성 연구

김순홍,안영효,오승철 한국유통과학회 2014 유통과학연구 Vol.12 No.8

Purpose - The method of TV home shopping is a kind of retail method that provides the viewer with information about products and, further, sells the products to consumers through the media of television. The domestic home-shopping industry has been expanding since 1995, and there are six companies in this arena as of 2012. In this study, we evaluate the management efficiency of TV home-shopping companies and provide suggestions for improving efficiency, using the DEA (data envelopment analysis) model. Hence, we expect to contribute to the progress of the companies’ efficiency and the development of the TV home-shopping industry, where deepening competition is inevitable because it is experiencing the maturing market stage in its life cycle. Research design, data, and methodology - Efficiency is the ratio of the quantity of input to the quantity of output of a product or service. It is necessary to estimate aggregate inputs and aggregate outputs, which are calculated by applying a weighting to a number of input and output factors, to measure the efficiency. The DEA model is divided into the CCR model and the BCC model. The CCR model is a basic model that assumed constant returns to scale (CRS), and the BCC model extends the CCR model to accommodate technologies exhibiting variable returns to scale (VRS), and concerns only the technical efficiency without considering the efficiency of returns to scale. In this study, we consider six companies each year from 2008 to 2012 as a DMU (Decision Making Unit) and analyze the differences in efficiency for each company in each year. Furthermore, we evaluate the operating characteristics of TV home-shopping companies, using three models, in accordance with the overall performance, profitability, and marketability of the business. Results - The result of the analysis, using DEA models, shows that Hyundai Home Shopping (2009, 2010, 2011), GS Home Shopping (2011), NS Home Shopping (2011) and CJ O Shopping (2012) possess MPSS (most productive scale size), with a score 1.0 in CCR, BCC, and scale efficiency. Particularly, Hyundai Home Shopping is shown to be the most efficient in terms of overall business performance, marketability, and profitability. The overall efficiency of the home shopping industry has displayed an increasing trend since 2008, even though it decreased marginally in 2012; further, we can observe that home shopping companies operate with increasing efficiency with the passage of time. Conclusions - Home shopping companies have focused on market expansion rather than profits, as they displayed better efficiency in marketability than increase in profitability during the period 2008-2012. In addition, the main reason for the increased efficiency in the home shopping industry is the market expansion through the revenue increase of each home shopping company. This study can be used as a reference when home shopping companies attempt to devise future strategies, as it suggests efficiency benchmarks and development levels for each home shopping company.