Study On The Level And Its’ Influencing Factors Of Integration Between Online And Offline Channels Of Listed Retail Enterprises In China

In recent years, with rapid development of information technology, a gush of manynew types of retail channels have effectuated the outbreak of the revolution of themulti-channel retail targeting at multi-channel synergy, leading by the main manufacturers,distributors, logistics providers, information providers and banks, in the main form of theintegration between online and offline channels implemented by commercial enterprises.The integration status between online and offline sales channels determines the ability toadapt to market changes in the era of information, which profitability and sustainabilityare lying in.Indicators reflecting integration between online and offline sales channels of retailenterprise have been designed on the sound basis of various excellent research results.Abiding by paradigm of content analysis, survey analysis on the channel integration ofthe listed companies has been conducted. Results of previous studies have stirred upa newmeasurement that assessment of the integration is based on two aspects, the degree ofchannel integration and the organism of channel integration. In this paper, the factoranalysis and cluster analysis have been employed to study the degree of channelintegration and the organism, which generates the assessment of the integration level.Overall, the level of channel integration of China’s listed commercial enterprises is not asgood as expected.Commercial enterprises in the sample with high level channel integration have beenselected as group A, and those with low level channel integration have been gathered ingroup B. This study proposed the resource based theory to investigate the integrationdifference between group A and group B in the aspect of the firm-specific factors withoutmarket environment factors aiming at providing some feasible suggestion to improve thechannel integration level of commercial enterprises. Systematical analysis has revealedthat the financing capacity and Operational Capability of the Independent Platform havepositive correlation with the level of channel integration significantly, yet ER(equity ratio)is negatively correlated with thelevel of channel integration.On the foundation of theresults, suggestion on improving the channel integration level is that OperationalCapability of the Independent Platformshould be fortified, sound risk assessment in e-commerce should be forged, and furthermore the influencing factor deriving fromcapital structure should be focused on in the aspect of the channel integration.