线上线下融合发展后中国百货业上市公司的效率评价

Evaluation on Efficiency of China's Department Store Listed Companies after online and offline Integration Development

中文关键词:  线上线下  融合发展  百货业上市公司  效率评价  全要素生产率  技术进步

英文关键词:online and offline  integration development  department store listed companies  efficiency evaluation  total factor productivity (TFP)  technological progress

中文摘要:

      互联网+流通”为中国零售业转型升级指明了发展方向,各零售业态线上线下融合发展成为趋势。百货业是中国传统零售行业,百货业上市公司在中国零售业板块中上市公司数量最多,其融合发展后的效率高低成为市场关注的焦点。选取20家百货业上市公司作为样本,对其2013—2017年的投入产出数据进行了分析。通过DEA测算发现,样本公司每年效率均值较高,呈现波动中下降的态势,其中技术效率和规模效率的走势亦是如此；通过投影分析发现,部分公司在营业成本、总资产、职工人数等方面存在投入冗余,在营业收入和营业利润等方面产出不足；通过Malmquist测算发现,样本公司全要素生产率呈现先升后降的态势,均值大于1,其中技术进步指数的贡献最大。线上线下渠道各有优势,百货业上市公司的线上线下融合发展存在一定的磨合期。为进一步提高零售效率,需要在流量、人才、管理和物流上下功夫:加强运营管理,实现线上线下互相引流；“走出去,请进来”,培养全渠道人才；运用新技术实行精细化管理,降低营运成本；打造智慧物流,加快商品流转。

英文摘要:

      Internet+Circulation” has pointed to the development direction for the transformation and upgrading of the retailing industry in China. It is a trend for various retailing formats to have the online and offline integration development. As department stores are China's traditional retailing industry and the listed companies of department stores rank top in numbers within China's retailing industry group, whether the efficiency is high or low after integration development is the key focus of the market. Taking 20 listed companies of department stores as sample, this paper analyzes the data of input and output during the years from 2013 to 2017. Through the DEA calculation, the sample companies shows the average annual efficiency relatively high, with a downward tendency in fluctuation, same as the technology efficiency and scale efficiency. Through projection analysis, some companies have the input redundancy in operation costs, total assets, staff number, etc. but insufficient outcome in business revenues, business profits, etc. By Malmquist calculation, the total factor productivity (TFP) of the sample companies shows a trend of first rise and then decline, with an average value greater than 1, among which the technology progress index has the largest contribution. The online and offline channels have their own advantages and there is an adaption period for the integrated development of listed companies in the department store industry. To further improve the retail efficiency requires more efforts in flow, talent, management and logistics. The operation management should be strengthened to realize the online and offline mutual flows. “Going out and inviting in” should be executed to cultivate omni-channel talents. The new technologies should be adopted to implement the refined management and reduce the business costs. The smart logistics should be built to speed up the flow of commodities.