An Evaluation Research On The Input-output Efficiency Of Online And Offline Retail Enterprises

Since the reforming and opening up, with the implementation of the national policy toexpand domestic demand, the retail industry has become an important force to promote thedevelopment of our economy and society. Looking from the development model, the offlinemode of physical retail and the online mode of network retail become the main two modes atpresent. Under the jointly promote, the development of China’s retail industry has made greatprogress. However, the two modes have different inputs, the offline retail enterprises investmore in store rent, personnel, and the online retail enterprises just need to establishe-commerce websites can get the same output. How to use the least input to get the maximumoutput, to maximize their profits, which requires the pursuit of higher efficiency in the processof development.The efficiency problem of online retail and offline retail enterprises has been closelyconcerned, this paper is based on the business infrastructure, from the perspective of multipleinput-output, uses professional evaluation method of efficiency (DEA and Malmquist index),and builds the evaluation index system of the efficiency of online and offline retail enterprises,the relevant evaluation model is set up, to evaluate the input-output efficiency of China’s16retail enterprises from2010to2012. In this paper, the main research conclusions are:(1) Thecomprehensive efficiency of the online retail enterprises in our country is higher than theoffline retail enterprise, due to its higher level of scale efficiency and more perfect in thebusiness infrastructure construction.(2) In the stage of development, online and offline retailenterprises in different business infrastructure layout make it’s stage of development is not thesame. Most offline retail enterprises are in the stage of decreasing return to scale, theseenterprises need by narrowing the scale of production in order to get higher returns, andonline retail enterprises are in the stage of increasing return to scale, have greater appeal to thescale of production, by expanding the scale of production, it still can get higher returns.(3)Based on the non-DEA effective retail enterprises were improved, found that the redundant inputs mainly include employee compensation, main business cost and non-current assets,offline retail enterprises’ input redundancy is far more than the online retailers, the insufficientoutput mainly reflects on the operating profit.(4) From the dynamic efficiency of enterprise,from2010to2012, the samples of online and offline retail enterprise’s total factorproductivity are declined, however, with the constant improvement of business infrastructure,online retail enterprise’s total factor productivity is growing faster than offline retail enterprise,this can be attributed to technical progress.Therefore, promoting scale efficiency and strengthen technological innovation is the keyto improve the input-output efficiency of China’s online and offline retail enterprises. The sizeof business infrastructure and the improvement of the information technology infrastructurefor the retail enterprises improve the level of its efficiency has an irreplaceable role. Under thebackground of implementing the scientific concept of development, these conclusions toreduce resource waste, improve the level of online retail enterprise performance has obviouspolicy significance.