数字经济时代零售业态演化与企业绩效实证研究

摘要基于2005—2018年零售企业层面微观数据,利用双重差分法,从零售行业的演化过程来分析不同阶段零售商经营模式选择对企业绩效的影响。研究发现:“纯实体”零售转向“触网”零售阶段,由于网络渠道拓展过程中大幅增加了实体零售企业的运营成本和经营费用,管理复杂性的增加引发了零售企业利润损失。因此,实体零售商开展网络零售并没有增加企业绩效。在“触网”零售转向“新零售”阶段,数字化经营和“全渠道”协同效应提升了企业运营效率和周转效率,促使零售企业获取更高的利润和绩效。因此,“新零售”提升了零售企业绩效。异质性结果表明:业态演化对于东部地区零售企业的影响要高于中西部地区,而对不同属性零售企业的影响则无显著差异。其结论为客观评估数字经济背景下零售业业态发展和企业绩效变化提供了微观层面的经验证据。

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关键词：数字经济零售业态企业绩效双重差分

Abstract： Based on the micro-data of retail enterprise level from 2005 to 2018, this paper uses the double difference method to analyze the impact of retailer business model choices at different stages on enterprise performance from the evolution of the retail industry. The results show that the “pure entity” retail has shifted to “online” retail. Due to the substantial increase in operating costs, operating expenses and the management complexity in the process of expanding network retailing channel, the retail enterprises have suffered significant profit loses. Therefore, the physical retailers who carry out online retailing do not get an increase in their business performance. However, at the stage of “online” retail shifting to “new retail”, the synergy effect of digital operation and “omni-channel” improve the enterprise's operational efficiency and capital turnover efficiency, and promotes retail enterprises to obtain higher profits and performance. Therefore, it can be said that “new retail” improves the performance of retail enterprises. The heterogeneity results indicate that the impact of business format evolution on retail enterprises in the eastern region is higher than that of the central and the western regions, but there is no significant impact on retail enterprises with different attributes. This conclusion can provide micro-level empirical evidence support for the development of retail industry formats and changes in enterprise performance in the context of the digital economy.

Keywords： Digital Economy Retail Trades State Enterprise Performance Difference-in-Differences

收稿日期 2020-07-26; 接受日期 ;

基金资助:国家社会科学基金青年项目(17CJL037);国家自然科学基金项目(71974158);国家自然科学基金项目(71673215)

通讯作者 田启涛(1981— ),男,河南虞城人,博士,副教授,主要从事人力资源管理、营销沟通研究。

作者简介: 田红彬(1987— ),男,河南商丘人,博士研究生,讲师,主要从事产业经济学、商业经济研究;杨秀云(1968— ),女,陕西澄城人,博士,教授,主要从事产业政策和航空产业研究。

引用本文:

田红彬, 杨秀云, 田启涛.数字经济时代零售业态演化与企业绩效实证研究[J]. 经济经纬, 2021,2: 91-101

TIAN Hongbin^1,2, YANG Xiuyun¹, TIAN Qitao³.An Empirical Study on the Evolution of Retail Format and Enterprise Performance in the Era of Digital Economy[J] Economic Survey, 2021,V38(2): 91-101

链接本文:

http://www.jjjw.org.cn/CN/ 或 http://www.jjjw.org.cn/CN/Y2021/V38/I2/91

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