网络零售的经济学分析

The Economic Analysis of Online Retail

中文关键词:  网络零售  分工  协同  效率  供需边界  时空价值  供求重塑

英文关键词:online retail  division of labor  coordination  efficiency  supply and demand boundary  time and space value  supply and demand remodeling

中文摘要:

      网络零售是互联网与零售业融合发展的一种零售业态。在零售业转型升级的背景下,用经济学基本原理,从零售本质出发研究了网络零售的产生与发展。研究发现,网络零售是为了应对消费需求升级,运用互联网提升供需匹配效率而产生的,其交易环节呈现出交易主体多元化、交易内容信息化、交易组织去中间化与再中心化的特征；网络零售的效率提升来自技术创新下的供求关系变动带来的供需边界拓展、供求关系重塑、分工协同效应与一体化发展；网络零售的虚拟性特征难以满足消费者多样化、瞬时化的需求,信息化水平不足以影响零售效率,组织形式平台化趋势容易导致垄断的出现,因此网络零售未来要通过打通实体要素与虚拟要素边界,推动全产业链的数字化转型,打造零售社群,加强对垄断与信息不当使用的规制,以提高供给质量,识别消费需求,进而推动零售效率提升。

英文摘要:

      Online retail is a kind of retail format which integrates the Internet and retail industry,under the background of the transformation and upgrading of the retail industry, by using the basic principles of economics, this paper studies the emergence and development of online retail from the perspective of the essence of retail. It has found that online retail is generated by using the Internet to improve the matching efficiency of supply and demand under the background of consumer demand upgrading, its trading links show the characteristics of diversification of trading subjects, informatization of transaction content, decentralization and re-centralization of transaction organization. The efficiency improvement of online retail comes from the expansion of supply-demand boundary and reshaping of supply-demand relationship, division of labor synergy effect and integrated development brought by the change of supply-demand relationship under technological innovation. The virtual characteristics of online retail makes it difficult to meet the consumers' experiential and instantaneous needs, the imperfection of informatization affects the retail efficiency, and the trend of organizational form platform makes it easy to lead to the emergence of monopoly. Therefore, in the future, online retail should break through the physical and virtual elements, promote the digital transformation of the whole industrial chain and create a retail community and strengthen the regulation of monopoly and improper use of information to improve the quality of supply, identify consumer demand, and then promote the retail efficiency. 