实体零售商该如何“触网”?——零售技术效率的视角

How Should the Brick-and-mortar Retailers “Touch the Internet”?——from the Perspective of Retail Technical Efficiency

伴随着互联网技术对消费者生活方式的深刻改变,"触网"逐渐成为当前中国实体零售行业的关键词。实体零售商是否应当"触网",选择何种策略"触网",成为一个亟待验证的现实问题。文章从零售技术效率的视角出发,基于2013年中国连锁零售企业的数据,实证地检验了"触网"策略对实体零售商绩效的影响。利用产出距离函数、随机前沿分析方法和数据包络法,构造了两个零售技术效率计量模型,并得出结论:"触网"可以正面促进实体零售商的绩效;实体零售商应当谨慎地自建购物网站,并侧重通过和第三方平台的合作来引入线上渠道。文章的研究为实体零售商提供了实证层面的启示和建议。

Nowadays ＂Touch the Internet＂ is becoming a key word for the Chinese brick-and-mortar retail industry, with dra-matic changes of consumer lifestyle brought about by the Internet technology. Whether and how brick-and-mortar retailers should ＂Touch the Internet＂ is now becoming an urgent practical issue. From the perspective of retail technical efficiency and based on the data of Chinese chain retailers in 2013, this paper empirically estimates the effect of ＂Touch the Internet＂ strategies on the perform- ance of retailers. We run two models based on the related theory of output distance function, stochastic frontier analyses and data en- velop analyses, and reach the two meaningful conclusions： first, ＂Touch the Internet＂ can promote the performance of brick-and- mortar retailers; second, brick-and-mortar retailers should be very prudent about building their own shopping websites, and focus on cooperation with the third-party platforms. This research provides empirical revelation and advice for the brick-and-mortar retailers.