网络零售对传统零售商创新的影响机理研究

The Impacts of Online Retail on Innovation of Traditional Retail

网络零售的快速发展对传统零售业产生了剧烈的冲击,很大程度上改变了零售市场结构和零售模式。国内外学者对网络零售商的影响进行了广泛地研究,但很少关注网络零售商对零售商创新的影响。针对这一问题,本文构建了存在网络零售商和不存在网络零售商两种情形下,传统零售商的创新决策模型,通过比较分析,考察了网络零售商出现和发展对传统零售商创新的影响。从整体来看,网络零售出现对传统零售商创新水平的影响与网络零售商和传统零售商之间的竞争程度有关,当网络零售和传统零售竞争较为激烈时,网络零售的出现会促进传统零售商的创新;反之网络零售的出现则会抑制传统零售商的创新。从具体影响因素来看,随着网络零售商销售成本的上升,传统零售商的创新能力下降;随着网络零售商和传统零售商竞争程度的提高,传统零售商的创新能力上升。以上结论对现实经济中传统零售商的创新行为具有很好的解释力,同时也丰富了有关网络零售影响的研究。

Innovation is the primary driving force for development. The rapid development of online retail has exerted a significant impact on the traditional retail industry and changed the retail market structure and retail mode to a large extent. Scholars have extensively studied the impact of online retailers, but little attention has been paid to the impact of online retailers on retailer innovation. In order to solve this problem, this paper constructs an innovation decision-making model of traditional retailers in the two cases of online retailers and non-online retailers, and investigates the impact of the emergence and development of online retailers on the innovation of traditional retailers through a comparative analysis. On the whole, the impact of the emergence of online retail on the innovation level of traditional retailers is related to the degree of competition between online retailers and traditional retailers. When the competition between online retail and traditional retail is fierce, the emergence of online retail will promote the innovation of traditional retailers. On the contrary, the emergence of online retail will inhibit the innovation of traditional retailers. From the perspective of specific influencing factors, with the increase of sales cost of online retailers, the innovation level of traditional retailers declines. With the improvement of competition between online retailers and traditional retailers, the innovation level of traditional retailers rises. The above conclusions have a good explanatory power for the innovation behavior of traditional retailers in the real economy and enrich the research on the influence of online retail.