我国零售上市公司线上线下经营效率的比较研究——基于新零售视角

A Comparative Study of Online and Offline Operational Efficiency of China’s Retail Listed Companies——A Case Study Based on the New Retail Perspective

线上、线下零售的竞争和争论对其定位有着重要影响,线上、线下零售企业经营也是行业发展的重要问题。本研究运用数据包络法(DEA)从静态和动态两个角度对比分析我国线上零售排名前35位企业和线下零售排名前18位企业的经营效率,发现线上、线下零售经营效率均偏低;线上零售企业的规模经营效率高于线下零售企业;线上和线下排名前5位的零售企业经对比,发现线上经营效率高于线下;持续创新与转型的零售企业经营效率较高,这类企业也是转型新零售的标杆;融合发展是线上、线下零售企业未来发展方向。

The competition and controversy between onlineand offline retail have a significant influence on their positioning.The operation of online and offline retail enterprises is also an important issue for the development of the industry.This paper uses data envelopment analysis(DEA) to compare and analyze the operating efficiency of the top 35 online retail companies and the top 18 offline retail companies in China from both static and dynamic perspectives.The results show that the operating efficiency of online retail and online retail are both low.Online retail companies are more efficient in scale operations than offline retail companies;the top five online and offline retail companiesare compared and found that online operations are highly efficient than offline peer.Retail enterprises with continuous innovation and transformation have higher operating efficiency,which are also the benchmark for new retail transformation.Therefore,integrated development is the future development direction of online and offline retail companies.