Research On Operational Efficiency Of Listed Retail Enterprises Under The Background Of "Internet +"

Retail industry is an industry that sells products directly to residents.It is a well-known industry.This industry plays a very important role in the national economy.This paper attempts to study the operation efficiency of the traditional listed retail businesses in the current economic environment and the rapid development of the new online business enterprises,and explore the factors that affect their operation efficiency.After the analysis of the development status of China's retail industry,this paper calculates the comprehensive efficiency of 30 enterprises in 6 years by constructing the DEA model based on the data of 30 listed retail enterprises from 2010 to 2015.Then we use the Malmquist index to measure the total factor productivity of 30 firms.Finally,the cumulative efficiency value is taken as an explanatory variable to construct the Tobit model,and we analyze some factors that affect the efficiency of retail enterprises.The results show that the total factor productivity of China's retail industry increased by 4.4%during 2010-2015,and the industry has shown a trend of development.Due to the extensive use of electronic information systems,there has been technological progress in six years in the industry with a rate of technological advance of 1.6%.The industry's overall production front has been pushed forward.The leading companies in the industry in terms of overall efficiency value are Ningbo Zhongbai(600857)and Baida Group(600865),which represent the highest level of operational efficiency of listed retail enterprises.Most enterprises have a lot of room for improvement in their overall efficiency values,and they are far away from the production frontier.Most enterprises in the retail industry are in the stage of increasing returns to scale,which shows that there is still room for development in the retail industry.The research on the influential factors of retail enterprise efficiency shows that the economic development level,management level and assets management efficiency of the enterprise location have a positive impact on its operating efficiency.Online retail business can also improve the operational efficiency of enterprises to some extent.