摘要
以沪深交易所82家A股上市零售行业公司2013-2017年数据为样本,对中国零售业与"互联网+"相融合的新业态、新模式对实体零售企业绩效所产生的影响进行实证研究。结果表明:中国实体零售商公司与双渠道经营零售公司间绩效差异不显著;对实体零售商公司进行网络渠道的补充对企业绩效带来的影响正负交织,不同的线上销售方式有着不同的影响程度,其中移动应用软件能够带来发展能力的超额绩效表现。因此,实体零售商的线上扩张应谨慎决策,建议双渠道经营公司利用大数据进行渠道整合。
Based on the 2013 ~ 2017 data of 82 A-share listed retail companies in the Shanghai and Shenzhen Stock Exchanges,the impact of the new format and new model brought by the integration of China ’s retail industry and "Internet + "on the performance of physical retail enterprises is empirically studied. The results show that the performance differences between China ’s physical retail companies and dual-channel retail companies are not significant. The impact of the addition of online channels to physical retailers on business performance is intertwined, and different online sales methods have different impacts, in which mobile applications can lead to excessive performance of development capabilities. This study suggests that retailers’ online expansion should be"cautiously determined"and suggests that dual-channel operators should use big data for "channel integration".
作者
聂规划
王礼易
左宛琴
NIE Gui-hua;WANG Li-yi;ZUO Wan-qin(School of Economics,Wuhan University of Technology,Wuhan 430070,China;School of Management,Wuhan University of Technology,Wuhan 430070,China)
出处
《北京邮电大学学报（社会科学版）》
2019年第6期58-67,共10页
Journal of Beijing University of Posts and Telecommunications(Social Sciences Edition)
基金
教育部人文社会科学研究项目(19YJA790057)
关键词
零售业
公司绩效
网络渠道
实体零售
retail industry
company performance
network channel
physical retail
