Research On The O2O X-Efficiency Of Retail Industry

Retail industry has been received the close attention by many scholars and experts,especially after the 12 th five-year plan,in which clearly put forward the strategy of "insist on expanding domestic demand and maintaining steady and rapid economic development".Besides,the research on its efficiency also has been in a state of growing.But the studies of retailing X-efficiency are very few.At the same time,the O2 O business mode in retail industry aroused the interest of many scholars and experts.Therefore,this paper will study the X-efficiency in retail industry based on O2 O.This paper consists of five parts: the first part is introduction,which introduces the research background,purpose and significance,literature review,the research content and framework,research methods and innovation points and deficiencies.In the second part,there would be three kinds of retailing business mode and the X-efficiency theory,this part mainly comes from two theoretical basis: the first direction is statement about the relevant theories of the three types of retail business mode,which includes entity retail business mode,network retail business mode and O2 O retail business mode.The second part is related to "X-efficiency" theory,including the origin of "X-efficiency",the model X-efficiency and the application of X-efficiency in this paper.In the third part,in order to analyze China’s retail industry O2 O business mode,this part analyzes mainly from three parts: first of all,it analyzes the reasons that why our country O2 O retail business mode turns up,which include the perspective of traditional retail,network retail Angle and the Angle of O2 O business mode;Secondly,it analyzes the O2 O in Chinese retail market transaction scale and typical O2 O retail business mode at present;In the final,it analyzes the key elements of the business mode and operation mechanism.In the fourth part,in order to research the X-efficiency of China’s retail industry O2 O business mode,this part mainly studies from three parts: firstly,it analyzes the X-efficiency point,including the selection of value elements and critical point;Then take Jingdong Mall and Suning Appliance for example to elaborate the X-efficiency of retail business mode,and it includes respectively from two aspects: online to offline and offline to online;Finally,this paper analyzes the causes of X-efficiency.Last part is the research conclusion and suggestions which narrow the space of X-efficiency in O2 O retail business model.The innovation of this paper includes two points: firstly,the entry point based on retailing X-efficiency is new,and the current research on this subject are few;Secondly,the introduction of the critical point of X-efficiency in O2 O retailing business model provides the reference point for the research of X-efficiency in O2 O retailing business model.The results show that China’s retail industry is actively exploring their own O2 O business model,however,many O2 O retail enterprises have not shown the state of efficiency that we want to the see.On the contrary,it is basically still in a state of X-efficiency.However,the X-efficiency status is constantly improving,and the X-efficiency of space has been shrinking.