Research On The Influence Of The Application Of Online Sales Channels On The Performance Of Retail Enterprisess

The number of Internet users in China has increased year by year,reaching 827 million people in 2018,of which online sales have reached 9 trillion yuan.The retail industry is experiencing the fourth retail revolution driven by science and technology,especially the Internet and artificial intelligence technology.As a traditional retail industry,it is not only facing the retail revolution driven by the application of new technologies,but also facing the dilemma of declining profits due to rising labor costs and rising rents.In the face of changes in the environment of the Ministry of Industry,many retail companies began to sell online.China has issued a number of policies to support the transformation and upgrading of business circulation enterprises."Internet +" is already at a national strategic level.But online sales and physical sales are very different.Whether the online sales of retail enterprises can help enterprises get rid of difficulties and improve business performance requires further theoretical and empirical analysis.Therefore,the paper mainly discusses whether the expansion of online retail channels of traditional retail enterprises in China can help enterprises get rid of difficulties and improve business performance in the context of the rapid development of the Internet and the characteristics of network economy.This paper firstly conducts a theoretical analysis of retail enterprises’ online retail channels through resource-based theory,corporate strategy theory and externality theory.Then,summarize the relevant literatures on the motivation,behavior and performance of retail enterprise network channel expansion,and draw the SCP model of traditional retail enterprise network channel expansion.Combined with relevant research conclusions and relevant characteristics of the Internet economy,this paper analyzes the mechanism of retail enterprise network channel expansion affecting corporate performance,and divides the impact of network channel expansion on corporate performance into two parts: positive impact and negative impact.Then,through the use of DID model construction and the introduction of dummy variables,the financial analysis indicators are used as retail business performance indicators,which will be summarized into three aspects: growth ability,operation ability and profitability,and the sample time 2010 ～ 2018 is divided into two periods 2010 ～ 2015 and 2016 ～ 2018 for analysis..The empirical results show that the expansion of retail enterprise’s network channels has not significantly affected the company’s growth ability,the main impact is reflected in the improvement of the company’s operating capacity,and it shows the difference in channel type and period.The expansion of retail enterprise network channels between 2010 and 2015 did not significantly reduce the inventory turnover days of retail enterprises.The expansion of self-operated network channels significantly reduced the fixed asset turnover rate of retail enterprises.From 2016 to 2018,both self-operated channels and third-party channel expansion have significantly reduced the inventory turnover days of retail enterprises.And the expansion of third-party channels has significantly improved the fixed asset turnover rate of enterprises.The negative impact of the expansion of self-operated network channels on the fixed asset turnover of retail enterprises has been weakened.Self-operated and third-party network channel reduce the operation ability of the enterprise in coordination.The impact of the expansion of retail enterprise network channels on profitability is that the self-operated network channels significantly reduced the net profit rate of retail enterprises from 2010 to 2015.Finally,this paper summarizes the relevant conclusions and puts forward some suggestions for the network channel expansion of retail enterprises.