A Study On The Impact Of The Omni Channel Integration Level On Retailers' Operating Efficiency

China's total retail sales of consumer goods amounted to RMB 33.2 trillion in 2016,up 10.4% year-on-year.As the primary driving force for economic growth,consumption contributes 64.6% to economic growth.Online retail has played an increasing role in consumption in recent years,with the total online retail reaching RMB 5.2 trillion in 2016,up 26.2% year-on-year,accounting for 15.5% of the total retail sales of consumer goods,which hit physical retailers.Since the omni channel retailing was proposed in 2011,retailers inside China and overseas have implemented the omni channel retailing strategy to deal with competition and seek transformation and have built up rich experience,but omni channel retailing proposes higher requirements on retailers' resources and capability.Physical retailers are facing the challenges on how to manage omni channel to meet consumer's needs and improve their efficiency.Domestic and overseas academic research on omni-channel retailing is immature,compared with its wide application.There are three main problems in studying the effect of omni channel retailing on enterprise efficiency: there is no specific internal mechanism;there is no clear definition on development stage and measurement remains at the qualitative stage;there are no substantial evidence and indicators.The article makes improvements to the above three kinds of research.First,it combining relevant domestic and overseas studies on omni channel retailing,sorts out the path and framework on the effect of developing omni channel on enterprise efficiency and proposes that developing such model will bring some benefits such as expanding market,boosting consumption and improving loyalty and management,while having negative results including cost and channel disadvantages.The article then uses Chinese listed retailers as samples and bases on the grounded theory to sort out the theory on developing omni channel and define five stages: new marketing channel,independent single channel,multi development channels,integrated channel and deepened omni channel and propose indicators to measure levels of omni channel development.The article finally designs two-level empirical studies by using sampled listed companies' operating efficiency from 2011 to 2015 as dependent variable,namely,the inclusion of dummy variable of whether or not to develop omni channel and five classified variables of levels of omnichannel development into the Tobit model to prove the positive effect of developing omni channel on retailer's operating efficiency.The article explores the internal mechanism of developing omni channel on retailer's efficiency,defines and specifies levels of omni channel development in China and proves its effect on enterprise efficiency and boosts relevant studies.Based on the above research results,the article proposes relevant policy suggestions on government's enacting of policies for the retail industry and retailers' improvements on omni channel development.