线上线下融合发展后中国百货业上市公司的效率评价
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摘要
"互联网+流通"为中国零售业转型升级指明了发展方向,各零售业态线上线下融合发展成为趋势。百货业是中国传统零售行业,百货业上市公司在中国零售业板块中上市公司数量最多,其融合发展后的效率高低成为市场关注的焦点。选取20家百货业上市公司作为样本,对其2013—2017年的投入产出数据进行了分析。通过DEA测算发现,样本公司每年效率均值较高,呈现波动中下降的态势,其中技术效率和规模效率的走势亦是如此;通过投影分析发现,部分公司在营业成本、总资产、职工人数等方面存在投入冗余,在营业收入和营业利润等方面产出不足;通过Malmquist测算发现,样本公司全要素生产率呈现先升后降的态势,均值大于1,其中技术进步指数的贡献最大。线上线下渠道各有优势,百货业上市公司的线上线下融合发展存在一定的磨合期。为进一步提高零售效率,需要在流量、人才、管理和物流上下功夫:加强运营管理,实现线上线下互相引流;"走出去,请进来",培养全渠道人才;运用新技术实行精细化管理,降低营运成本;打造智慧物流,加快商品流转。
"Internet + Circulation"has pointed to the development direction for the transformation and upgrading of the retailing industry in China. It is a trend for various retailing formats to have the online and offline integration development. As department stores are China's traditional retailing industry and the listed companies of department stores rank top in numbers within China's retailing industry group,whether the efficiency is high or low after integration development is the key focus of the market. Taking 20 listed companies of department stores as sample,this paper analyzes the data of input and output during the years from 2013 to 2017. Through the DEA calculation,the sample companies shows the average annual efficiency relatively high,with a downward tendency in fluctuation,same as the technology efficiency and scale efficiency. Through projection analysis,some companies have the input redundancy in operation costs,total assets,staff number,etc. but insufficient outcome in business revenues,business profits,etc. By Malmquist calculation,the total factor productivity( TFP) of the sample companies shows a trend of first rise and then decline,with an average value greater than 1,among which the technology progress index has the largest contribution. The online and offline channels have their own advantages and there is an adaption period for the integrated development of listed companies in the department store industry. To further improve the retail efficiency requires more efforts in flow,talent,management and logistics. The operation management should be strengthened to realize the online and offline mutual flows. "Going out and inviting in"should be executed to cultivate omni-channel talents. The new technologies should be adopted to implement the refined management and reduce the business costs. The smart logistics should be built to speed up the flow of commodities.
"Internet + Circulation"has pointed to the development direction for the transformation and upgrading of the retailing industry in China. It is a trend for various retailing formats to have the online and offline integration development. As department stores are China's traditional retailing industry and the listed companies of department stores rank top in numbers within China's retailing industry group,whether the efficiency is high or low after integration development is the key focus of the market. Taking 20 listed companies of department stores as sample,this paper analyzes the data of input and output during the years from 2013 to 2017. Through the DEA calculation,the sample companies shows the average annual efficiency relatively high,with a downward tendency in fluctuation,same as the technology efficiency and scale efficiency. Through projection analysis,some companies have the input redundancy in operation costs,total assets,staff number,etc. but insufficient outcome in business revenues,business profits,etc. By Malmquist calculation,the total factor productivity( TFP) of the sample companies shows a trend of first rise and then decline,with an average value greater than 1,among which the technology progress index has the largest contribution. The online and offline channels have their own advantages and there is an adaption period for the integrated development of listed companies in the department store industry. To further improve the retail efficiency requires more efforts in flow,talent,management and logistics. The operation management should be strengthened to realize the online and offline mutual flows. "Going out and inviting in"should be executed to cultivate omni-channel talents. The new technologies should be adopted to implement the refined management and reduce the business costs. The smart logistics should be built to speed up the flow of commodities.
引文
[1]国务院办公厅.国务院办公厅关于深入实施“互联网+流通”行动计划的意见[EB/OL].[2018-07-21].http:∥www. gov. cn/zhengce/content/2016-04/21/content_5066570. htm.
[2]BENDOLY E,BLOCHER J D,BRETTHAUER K M,et al. Online/in-store integration and customer retention[J]. Journal of Service Research,2005,7(4):313-327.
[3]张波. O2O:移动互联网时代的商业革命[M].北京:机械工业出版社,2013.
[4]郭馨梅,张健丽.我国零售业线上线下融合发展的主要模式及对策分析[J].北京工商大学学报(社会科学版),2014(5):44-46.
[5]GRIFFITHS G H,HOWARD A. Balancing clicks and bricks-strategies for multichanel retailers[J]. Journal of Global Business Issues,2009,2(1):69-76.
[6]郭馨梅,张健丽,刘艳.互联网时代我国零售业发展对策研究——基于网络零售与传统零售业融合发展视角分析[J].价格理论与实践,2014(7):106-108.
[7]郭燕,王凯,陈国华.基于线上线下融合的传统零售商转型升级研究[J].中国管理科学,2015(23):726-731.
[8]VASANTHAKUMAR N B. Productivity in the retail industry:does insider ownership of shares matter?[J]. Applied Financial Economics Letters,2008,4(2):121-125.
[9]KARTINAH A,WILLIAM K. The impact of task and outcome interdependence and self-efficacy on employees’work motivation:an analysis of the Malaysian retail industry[J]. Asia Pacific Business Review,2010,16(1-2):123-142.
[10]刘勇,汪旭晖.对全国30个地区零售行业效率的分析[J].统计与决策,2007(18):75-77.
[11]雷蕾.零售业上市公司全要素生产率增长的实证研究[J].北京工商大学学报(社会科学版),2013(6):20-26.
[12]WU W Y,BAI C,GUPTA O K. An appraisal system for monitoring performance of convenience stores in Taiwan[J]. South African Journal of Industrial Engineering,2009,20(2):163-177.
[13]KATO A. Productivity,returns to scale and product differentiation in the retail trade industry:an empirical analysis using Japanese firm-level data[J]. Journal of Productivity Analysis,2012,38(3):345-353.
[14]雷兵,赵梦佳.线上与线下零售企业投入产出效率评价研究[J].统计与信息论坛,2015(5):80-86.
[15]雷蕾.纯实体零售、网络零售、多渠道零售企业效率比较研究[J].北京工商大学学报(社会科学版),2018(1):44-51.
[16]赵延昇,张飞龙.零售业上市公司营销效率和盈利效率评价机理研究——基于两阶段DEA的视角[J].上海管理科学,2016(38):31-36.
[17]张红琴.我国零售业上市公司运营效率实证分析[J].商业经济研究,2017(14):157-159.
[18]边国俐.基于超效率DEA的零售业技术进步及其影响因素研究[J].商业经济研究,2017(13):26-29.
[19]卜振兴.我国上市商业银行效率评价研究[J].西南民族大学学报(人文社会科学版),2014(8):12-13.
[20]中华人民共和国国务院办公厅.国务院关于大力发展电子商务加快培育经济新动力的意见[EB/OL].[2018-07-07]. http:∥www. gov. cn/zhengce/content/2015-05/07/content_9707. htm.
[21]中华人民共和国国务院办公厅.国务院关于积极推进“互联网+”行动的指导意见[EB/OL].[2018-07-08]. http:∥www. gov. cn/zhengce/content/2015-07/04/content_10002. htm.
[22]中华人民共和国商务部.商务部关于促进电子商务应用的实施意见[EB/OL].[2018-05-21]. http:∥www. mofcom. gov. cn/article/b/fwzl/201311/20131100398515.shtml.
[23]林荷,郑秋锦,陈佑成.“互联网+”背景下传统企业转型O2O电子商务现状与对策[J].宏观经济研究,2015(12):79-85.
(1)根据相关文献和中国连锁经营协会、百货上市公司官网的相关资料,本文确定所选取的20家百货上市公司的数据起始年份为2013年,此后样本公司都开展了线上和线下双渠道业务。
(2)因篇幅所限,文中未列出20家百货业上市公司投入指标和产出指标的松弛变量,留存备索。作者邮箱:shishanshan3333@163. com。
[2]BENDOLY E,BLOCHER J D,BRETTHAUER K M,et al. Online/in-store integration and customer retention[J]. Journal of Service Research,2005,7(4):313-327.
[3]张波. O2O:移动互联网时代的商业革命[M].北京:机械工业出版社,2013.
[4]郭馨梅,张健丽.我国零售业线上线下融合发展的主要模式及对策分析[J].北京工商大学学报(社会科学版),2014(5):44-46.
[5]GRIFFITHS G H,HOWARD A. Balancing clicks and bricks-strategies for multichanel retailers[J]. Journal of Global Business Issues,2009,2(1):69-76.
[6]郭馨梅,张健丽,刘艳.互联网时代我国零售业发展对策研究——基于网络零售与传统零售业融合发展视角分析[J].价格理论与实践,2014(7):106-108.
[7]郭燕,王凯,陈国华.基于线上线下融合的传统零售商转型升级研究[J].中国管理科学,2015(23):726-731.
[8]VASANTHAKUMAR N B. Productivity in the retail industry:does insider ownership of shares matter?[J]. Applied Financial Economics Letters,2008,4(2):121-125.
[9]KARTINAH A,WILLIAM K. The impact of task and outcome interdependence and self-efficacy on employees’work motivation:an analysis of the Malaysian retail industry[J]. Asia Pacific Business Review,2010,16(1-2):123-142.
[10]刘勇,汪旭晖.对全国30个地区零售行业效率的分析[J].统计与决策,2007(18):75-77.
[11]雷蕾.零售业上市公司全要素生产率增长的实证研究[J].北京工商大学学报(社会科学版),2013(6):20-26.
[12]WU W Y,BAI C,GUPTA O K. An appraisal system for monitoring performance of convenience stores in Taiwan[J]. South African Journal of Industrial Engineering,2009,20(2):163-177.
[13]KATO A. Productivity,returns to scale and product differentiation in the retail trade industry:an empirical analysis using Japanese firm-level data[J]. Journal of Productivity Analysis,2012,38(3):345-353.
[14]雷兵,赵梦佳.线上与线下零售企业投入产出效率评价研究[J].统计与信息论坛,2015(5):80-86.
[15]雷蕾.纯实体零售、网络零售、多渠道零售企业效率比较研究[J].北京工商大学学报(社会科学版),2018(1):44-51.
[16]赵延昇,张飞龙.零售业上市公司营销效率和盈利效率评价机理研究——基于两阶段DEA的视角[J].上海管理科学,2016(38):31-36.
[17]张红琴.我国零售业上市公司运营效率实证分析[J].商业经济研究,2017(14):157-159.
[18]边国俐.基于超效率DEA的零售业技术进步及其影响因素研究[J].商业经济研究,2017(13):26-29.
[19]卜振兴.我国上市商业银行效率评价研究[J].西南民族大学学报(人文社会科学版),2014(8):12-13.
[20]中华人民共和国国务院办公厅.国务院关于大力发展电子商务加快培育经济新动力的意见[EB/OL].[2018-07-07]. http:∥www. gov. cn/zhengce/content/2015-05/07/content_9707. htm.
[21]中华人民共和国国务院办公厅.国务院关于积极推进“互联网+”行动的指导意见[EB/OL].[2018-07-08]. http:∥www. gov. cn/zhengce/content/2015-07/04/content_10002. htm.
[22]中华人民共和国商务部.商务部关于促进电子商务应用的实施意见[EB/OL].[2018-05-21]. http:∥www. mofcom. gov. cn/article/b/fwzl/201311/20131100398515.shtml.
[23]林荷,郑秋锦,陈佑成.“互联网+”背景下传统企业转型O2O电子商务现状与对策[J].宏观经济研究,2015(12):79-85.
(1)根据相关文献和中国连锁经营协会、百货上市公司官网的相关资料,本文确定所选取的20家百货上市公司的数据起始年份为2013年,此后样本公司都开展了线上和线下双渠道业务。
(2)因篇幅所限,文中未列出20家百货业上市公司投入指标和产出指标的松弛变量,留存备索。作者邮箱:shishanshan3333@163. com。