“互联网+”还是“回归实体”?——消费模式与零售企业战略选择
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摘要
互联网与移动互联网技术迅速发展,带动了许多实体零售企业投身于电子商务的创新实践,但也不乏亚马逊、阿里巴巴等网络零售企业通过投资、并购等方式积极涉足实体零售。文章试图解释企业进行不同战略选择的原因,采取"互联网+"或是"回归实体"的依据。在分析互联网对零售企业影响的基础上,文章建立了包括消费者与零售企业在内的一般均衡模型,分析了消费者选择不同零售企业的依据,以及零售企业的应对之策。分析结果表明,消费者在不同零售商店的相对支出比例取决于零售商店提供服务组合的相对效率。因此,基于"有限商圈"与"有限品类"的经营战略已成为企业扩大销售收入的关键,网络零售与实体零售战略选择本质上可以归纳为品类专业化与区域专业化之间的收益比较。
The rapid development of the Internet and mobile Internet technology has led many entities to engage in innovative practice of e-commerce. But there are also many Internet retailers such as Amazon and Alibaba actively working with physical retailers through investment and acquisitions. This article tries to explain the reasons for the different strategic choices of the enterprise i.e. online or physical retailing. On the basis of analyzing the impact of the Internet on retail enterprises, this paper establishes a general equilibrium model including consumers and the retailer, analyzing the basis for consumers to choose different retail enterprises, and the strategy of retail enterprises. The analysis results show that the relative expenditure ratio of consumers in different retail stores depends on the relative efficiency of service combination provided by retail stores. Therefore, the business strategy based on the "limited business circle" and "limited category" has become the key to increase sales of the enterprise, and the strategic choice of the online retail and the substantive retail can be summed up as the trade-off between the specialization of the category and the specialization of the region.
The rapid development of the Internet and mobile Internet technology has led many entities to engage in innovative practice of e-commerce. But there are also many Internet retailers such as Amazon and Alibaba actively working with physical retailers through investment and acquisitions. This article tries to explain the reasons for the different strategic choices of the enterprise i.e. online or physical retailing. On the basis of analyzing the impact of the Internet on retail enterprises, this paper establishes a general equilibrium model including consumers and the retailer, analyzing the basis for consumers to choose different retail enterprises, and the strategy of retail enterprises. The analysis results show that the relative expenditure ratio of consumers in different retail stores depends on the relative efficiency of service combination provided by retail stores. Therefore, the business strategy based on the "limited business circle" and "limited category" has become the key to increase sales of the enterprise, and the strategic choice of the online retail and the substantive retail can be summed up as the trade-off between the specialization of the category and the specialization of the region.
引文
[1]WU J H,HISA T L.Developing e-business dynamic capabilities:an analysis of e-commerce innovation from I-,M-,to U-commerce[J].Journal of Organizational Computing and Electronic Commerce,2008,18(2):95-111.
[2]李飞.全渠道零售的含义,成因及对策---再论迎接中国多渠道零售革命风暴[J].北京工商大学学报(社会科学版),2013(2):1-11.
[3]BRYNJOLFSSON E,HU Y,SMITH M D.Consumer surplus in the digital economy:estimating the value of increased product variety at online booksellers[J].Management Science,2003,49(11):1580-1596.
[4]潘煜,张星,高丽.网络零售中影响消费者购买意愿因素研究---基于信任与感知风险的分析[J].中国工业经济,2010(7):115-124.
[5]FLEDER D,HOSANAGAR K.Blockbuster culture's next rise or fall:the impact of recommender systems on sales diversity[J].Management Science,2009,55(5):697-712.
[6]OESTREICHER-SINGER G,SUNDARARAJAN A.Recommendation networks and the long tail of electronic commerce[J].MISQuarterly,2012,36(1):65-83.
[7]刘文纲.网络零售商与传统零售商自有品牌战略及成长路径比较研究[J].商业经济与管理,2016(1):12-20.
[8]李靖华,曾锵.商圈视角的网络购物对实体零售影响:替代抑或互补[J].商业经济与管理,2018(4):5-15.
[9]EATON J,KORTUM S.Technology,geography,and trade[J].Econometrica,2002,70(5):1741-1779.
[10]COSTINOT A,DONALDSON D,KOMUNJER I.What goods do countries trade?A quantitative exploration of Ricardo's ideas[J].Review of Economics Studies,2012,79(2):581-608.
[11]谷克鉴,刘厉兵.近年来我国比较优势动固多样性分析---基于新李嘉图模型的开发与应用[J].商业经济与管理,2009(6):42-49.
[12]BETANCOUTR R R.Handbook on the economics of retailing and distribution[M].Cheltenham:Edward Elgar Publishing,2016:433-455.
[13]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.
[14]黄浩.网络零售对传统商业的冲击及政策建议[J].经济纵横,2017(5):32-37.
[15]雷兵.网络零售生态系统种群成长的系统动力学分析[J].管理评论,2017(6):152-164.
[16]李佩,魏航.基于信誉的B2C平台开放和网络零售商进驻策略研究[J].中国管理科学,2017(3):147-155.
[17]ARKOLAKIS C,COSTINOT A,RODRGUEZ-CLARE A.New trade models,same old gains?[J].American Economic Review,2012,102(1):94-130.
[18]COSTINOT A,RODRGUEZ-CLARE A.Trade theory with numbers:quantifying the consequences of globalization[M]//Handbook of International Economics.Elsevier,2014(4):197-261.
[19]TUCKER C,ZHANG J.How does popularity information affect choices?A field experiment[J].Social Science Electronic Publishing,2011,57(5):828-842.
[20]POZZI A.Shopping cost and brand exploration in online grocery[J].Social Science Electronic Publishing,2012,4(3):96-120.
[21]AKERLOF G A.The market for“lemons”:quality uncertainty and the market mechanism[J].Quarterly Journal of Economics,1970,84(3):488-500.
[22]GALEOTTI A,GOYAL S.The law of the few[J].American Economic Review,2010,100(4):1468-1492.
[23]LAMBERSON P J.Winner-take-all or long tail?A behavioral model of markets with increasing returns[J].System Dynamics Review,2016,32(3):233-260.
[24]ANDERSON C.The long tail:why the future of business is selling less of more[M].New York:Hyperion,2006:1-259.
[25]ROSEN S.The economics of superstars[J].The American Economic Review,1981,71(5):845-858.
[26]DIXIT A K,STIGLITZ J E.Monopolistic competition and optimum product diversity[J].American Economic Review,1977,67(3):297-308.
[27]谷克鉴.新李嘉图模型:古典定律的当代复兴与拓展构想[J].数量经济技术经济研究,2012(3):3-18.
[28]EATON J,KORTUM S,NEIMAN B,et al.Trade and the global recession[J].The American Economic Review,2016,106(11):3401-3438.
[29]BETANCOURT R,GAUTSCHI D.The economics of retail firms[J].Managerial&Decision Economics,1988,9(2):133-144.
[30]SAMUELSON P A.The pure theory of public expenditure[J].The Review of Economics and Statistics,1954,36(4):387-389.
[31]HELPMAN E,KRUGMAN P R.Market structure and foreign trade:increasing returns[J].Mit Press Books,1985,96(381):543-543.
(1)在产业组织理论中,纵向约束理论也涉及了零售企业的相关问题。然而其研究的重点在于转售过程中市场势力的影响以及消费者福利的变化,相对抽象了零售企业本身的特点,而更为集中关注了定价过程。
(2)此处,我们假定商品本身的价值不随零售企业变化,但商品最终的销售价格可能因附加的服务不同而存在差异。由于相同品类的商品本身是同质的,这一假定也与竞争性市场的内在逻辑一致。
(3)为了使得分析结果更为直观,在前文的分析中我们假定企业独占了J3中的所有消费者。当J3中存在企业竞争,在满足一定条件下,也可以得到相似的结果。
[2]李飞.全渠道零售的含义,成因及对策---再论迎接中国多渠道零售革命风暴[J].北京工商大学学报(社会科学版),2013(2):1-11.
[3]BRYNJOLFSSON E,HU Y,SMITH M D.Consumer surplus in the digital economy:estimating the value of increased product variety at online booksellers[J].Management Science,2003,49(11):1580-1596.
[4]潘煜,张星,高丽.网络零售中影响消费者购买意愿因素研究---基于信任与感知风险的分析[J].中国工业经济,2010(7):115-124.
[5]FLEDER D,HOSANAGAR K.Blockbuster culture's next rise or fall:the impact of recommender systems on sales diversity[J].Management Science,2009,55(5):697-712.
[6]OESTREICHER-SINGER G,SUNDARARAJAN A.Recommendation networks and the long tail of electronic commerce[J].MISQuarterly,2012,36(1):65-83.
[7]刘文纲.网络零售商与传统零售商自有品牌战略及成长路径比较研究[J].商业经济与管理,2016(1):12-20.
[8]李靖华,曾锵.商圈视角的网络购物对实体零售影响:替代抑或互补[J].商业经济与管理,2018(4):5-15.
[9]EATON J,KORTUM S.Technology,geography,and trade[J].Econometrica,2002,70(5):1741-1779.
[10]COSTINOT A,DONALDSON D,KOMUNJER I.What goods do countries trade?A quantitative exploration of Ricardo's ideas[J].Review of Economics Studies,2012,79(2):581-608.
[11]谷克鉴,刘厉兵.近年来我国比较优势动固多样性分析---基于新李嘉图模型的开发与应用[J].商业经济与管理,2009(6):42-49.
[12]BETANCOUTR R R.Handbook on the economics of retailing and distribution[M].Cheltenham:Edward Elgar Publishing,2016:433-455.
[13]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.
[14]黄浩.网络零售对传统商业的冲击及政策建议[J].经济纵横,2017(5):32-37.
[15]雷兵.网络零售生态系统种群成长的系统动力学分析[J].管理评论,2017(6):152-164.
[16]李佩,魏航.基于信誉的B2C平台开放和网络零售商进驻策略研究[J].中国管理科学,2017(3):147-155.
[17]ARKOLAKIS C,COSTINOT A,RODRGUEZ-CLARE A.New trade models,same old gains?[J].American Economic Review,2012,102(1):94-130.
[18]COSTINOT A,RODRGUEZ-CLARE A.Trade theory with numbers:quantifying the consequences of globalization[M]//Handbook of International Economics.Elsevier,2014(4):197-261.
[19]TUCKER C,ZHANG J.How does popularity information affect choices?A field experiment[J].Social Science Electronic Publishing,2011,57(5):828-842.
[20]POZZI A.Shopping cost and brand exploration in online grocery[J].Social Science Electronic Publishing,2012,4(3):96-120.
[21]AKERLOF G A.The market for“lemons”:quality uncertainty and the market mechanism[J].Quarterly Journal of Economics,1970,84(3):488-500.
[22]GALEOTTI A,GOYAL S.The law of the few[J].American Economic Review,2010,100(4):1468-1492.
[23]LAMBERSON P J.Winner-take-all or long tail?A behavioral model of markets with increasing returns[J].System Dynamics Review,2016,32(3):233-260.
[24]ANDERSON C.The long tail:why the future of business is selling less of more[M].New York:Hyperion,2006:1-259.
[25]ROSEN S.The economics of superstars[J].The American Economic Review,1981,71(5):845-858.
[26]DIXIT A K,STIGLITZ J E.Monopolistic competition and optimum product diversity[J].American Economic Review,1977,67(3):297-308.
[27]谷克鉴.新李嘉图模型:古典定律的当代复兴与拓展构想[J].数量经济技术经济研究,2012(3):3-18.
[28]EATON J,KORTUM S,NEIMAN B,et al.Trade and the global recession[J].The American Economic Review,2016,106(11):3401-3438.
[29]BETANCOURT R,GAUTSCHI D.The economics of retail firms[J].Managerial&Decision Economics,1988,9(2):133-144.
[30]SAMUELSON P A.The pure theory of public expenditure[J].The Review of Economics and Statistics,1954,36(4):387-389.
[31]HELPMAN E,KRUGMAN P R.Market structure and foreign trade:increasing returns[J].Mit Press Books,1985,96(381):543-543.
(1)在产业组织理论中,纵向约束理论也涉及了零售企业的相关问题。然而其研究的重点在于转售过程中市场势力的影响以及消费者福利的变化,相对抽象了零售企业本身的特点,而更为集中关注了定价过程。
(2)此处,我们假定商品本身的价值不随零售企业变化,但商品最终的销售价格可能因附加的服务不同而存在差异。由于相同品类的商品本身是同质的,这一假定也与竞争性市场的内在逻辑一致。
(3)为了使得分析结果更为直观,在前文的分析中我们假定企业独占了J3中的所有消费者。当J3中存在企业竞争,在满足一定条件下,也可以得到相似的结果。