纯实体零售、网络零售、多渠道零售企业效率比较研究

Comparative Study on Efficiency of Physical Retail, Online Retail and Multi-channel Retail Enterprises

中文关键词:  纯实体零售  网络零售  多渠道零售  全要素生产率(TFP)  技术效率  效率评价

英文关键词:physical retail  online retail  multi-channel retail  total factor productivity (TFP)  technical efficiency  efficiency evaluation

中文摘要:

      零售企业的效率高低关系到企业的竞争力,客观比较不同渠道零售企业的效率,有助于认清零售企业的发展趋势,找出提高零售企业效率的途径。选取纯实体零售企业、网络零售企业、多渠道零售企业作为研究对象,基于全要素生产率指数,对其2011—2015年的投入产出数据进行了测算比较。结果显示:多渠道零售企业和网络零售企业的全要素生产率分别是1.026和1.286,远高于纯实体零售企业的效率0.943；通过DEA测算,2011—2015年零售企业的技术效率呈现出先增后减再增的波动变化,其中网络零售企业的技术效率最高,多渠道零售企业次之,纯实体零售企业最低。通过投影分析发现,导致零售企业效率低下的原因一是产出不足,主要体现在营业利润上；二是投入冗余,主要集中在管理费用、员工工资和员工人数上。最后从渠道改革和人才培养两方面提出推动实体零售企业转型的对策。

英文摘要:

      The efficiency of a retail enterprise is related to the competitiveness of the enterprise. An objective comparison of the efficiency in retail enterprises in different channels helps to identify the development trend of retail enterprises and to find the way to improving the efficiency of retail enterprises. This article selects the pure physical retail enterprises, online retail enterprises and multi-channel retail enterprises as research objects, based on total factor productivity (or Malmquist) index, calculates and compares the data of input and output during the years from 2011 to 2015. The results show that the total factor productivity of multi-channel retail enterprises and online retail enterprises is 1.026 and 1.286 respectively. They are far higher than the efficiency of the pure physical retail enterprises which is 0.943. Using DEA calculation, the technical efficiency of retail industry shows the fluctuations of “increase first, then decrease and increase again” during the years from 2011 to 2015, with technical efficiency the highest in online retail enterprises, the second in multi-channel retail enterprises, and the lowest in pure physical retail enterprises. Finally, through the projection analysis, it finds that the reasons for the low efficiency in retail enterprises are the following. Firstly, the output is insufficient, which is mainly reflected in business profit. Secondly, the input is in redundancy, which is mainly in management costs, employees' wages and the number of employees. Further, this article puts forward the countermeasures from the two aspects of channel reform and talent training to promote the transformation of physical retail enterprises. 