网络渠道提高了零售商绩效吗?——基于中国零售业上市公司的实证

Has the Internet Channel Enhanced Retailers' Performance?——An Empirical Study Based on Chinese Listed Companies in Retail Industry

以中国零售业上市公司2010~2015年数据为样本,从理论和实证两个层面就网络渠道是否提高了零售商绩效的问题进行了探讨。开通网络渠道有利于加强消费者对零售商的信任,提高顾客忠诚度,提高消费转化率、增加销售机会;但与此同时,也会由于特定渠道特征的损失而带来消费者流失,管理复杂性的增加而引发渠道冲突,消费者议价能力的提高而侵蚀零售商利润。实证检验的结果表明,开辟了网络渠道零售商和未开辟网络渠道的零售商之间的绩效差异并不明显,网络渠道开通对零售商经营绩效的提升依测度指标而各异,对其创新绩效的影响则不甚明显;且无论是经营绩效还是创新绩效,其效应仅存在于短期,长期来看影响不大。因此,零售企业"触网"要审慎,获取竞争优势的关键在于线上线下协同、采取多种措施促进商业模式创新。

The article takes 2010 -2015 data of Chinese listed companies in retail industry as samples and from both theoretical and empirical aspects, conducts a study on whether the Internet channel has enhanced the retailers＇ performance. Cutting-in the Internet channel would be beneficial for the reinforcement of consumers＇ trust in retailers, the improvement of consumers＇ loyalty, the development of consumption conversion rates and the increase of sales opportunities; However, at the same time, this would also lead to consumer washing-away due to the vanishing of specific channel features, and the increase of management complexity would trigger channel conflicts; the improvement of consumers＇ bargain capacity would also reduce retailers＇ profits. The empirical results indicate that the performance differences between retailers with and without Internet channel are not significant, and retailers＇ operation performance improvements attributed to the Internet channel are various with different measurement indexes as well, and it effects on innovation performances are insignificant; its effects, either on operation performance or on innovation performance, are short-term only. Therefore, retailer businesses should be cautious about ＂ touching the Internet＂. The key to gain competitive advantages should lie in online and offline synergizing as well as adopting multiple measures to promote innovation of business model.