Model And Empirical Study Of Performance Assessment On Garment Retail In Hypermarket

With the vigorous development of the global garment industry and the increasing demand for garment products, hypermarket has become one of the most important areas in garment retail due to its convenient "one-stop shopping". Though some domestic hypermarkets emphasize making garment retail one of their differentiated marketing strategies, problems, such as unclear market-positioning, poor and inconsistent product support and services, exist in practice. Besides, the sales profit is relatively low, All of these renders its prospect ambigious. Meanwhile, along with China gradually further opening up the circulating market, and foreign retail giants swarming into China, competition among hypermarkets has intensified. The pressures hypermarkets are now generally facing include customer diffluence and the declining sales performance of individual store. Therefore, this paper is intended to inquire comprehensive assessment on the retail garment performance of hypermarkets; recommendations and strategies for improvements are subsequently proposed.Following is the main content: ①Under the background of hypermarket garment retail, the study elucidates the basic effects of performance assessment, and puts forward the importance and necessity of building performance assessment model for garment retail in hypermarket.②The study introduces general situation of garment retail and performance assessment of hypermarket both at home and abroad, supplemented by case studies, aiming to theoretically extract the main content and methods of garment retail performance assessment in hypermarket. At the same time, based on the theoretical foundation of performance assessment model, using analysis of the Balance Score Card(BSC), Analytic Hierarchy Process(AHP), Fuzzy Comprehensive Evaluation, as well as Delphi Method, the theoretical framework and analytic approach of performance assessment model are put forward.③The performance assessment model for garment retail in hypermarket is built.a. Through in-depth interviews and survey research with experts on hypermarket or garment retail, with Delphi method implemented throughout the entire process, necessary supporting data and theoretical guidance are provided;b. Based on theory of BSC, the final 12 key indicators are chosen from the initial 28 and endowed with explanation and reference standards of assessment, constructing the indicator system for performance assessment of hypermarket garment retail;c. The judged matrix is attained by applying 9 scale inventory of experts score. According to AHP, the respective weights of the criteria stage and indicator stage for performance assessment indicators are determined;d. Combining the determined weights and the Fuzzy Comprehensive Evaluation, the performance assessment can be processed, and the final assessment results are produced and verified.④In accordance with the design and development of the evaluation system, succinct software is developed to simplify the complex calculation of the model, enabling practical interoperability of the system.⑤The study gives HG hypermarket as an example. Through in-depth investigation and practice, relevant data on garment retail in hypermarket is collected and analytical model is proposed. Through implementation of expert evaluation, assessment model calculation and assessment system demonstration are processed and the correspondence is verified; the results of performance assessment indicators are explained one by one and suggestions for improvement are put forward.Through the construction of performance assessment model and empirical research, the study aims to provide hypermarket tools and methods of performance assessment, as well as provide enterprise management decision-making basis. Hopefully it is of significant reference value for the comparative analysis and research on the comprehensive competitiveness of this segment field.