Research On Online And Offline Integration Efficiency Of Retail Industry

With the improvement of national economic level and the continuous innovation of Internet technology,the retail industry has entered the consumption upgrading period.Consumers' attention gradually shifts from commodity price to commodity quality and personalized demand,they also put forward higher requirements for the traditional shopping form and shopping scenario.Traditional online or offline retail can no longer meet the casual shopping needs of consumers.With the continuous impact of online retail on offline retailing and the disappearance of traffic dividends,the overall development of the retail industry will be stagnant.In this context,the new retail integration model,which represents the trend of consumption upgrading,will enter a stage of rapid development.Based on the research on the status quo of online and offline integration of retail industry.It is concluded that the convergence path mainly includes big data-driven integration,quality management based on efficiency improvement,service system reconstruction based on experience and scene,and capacity enhancement based on digital supply chain.By collecting relevant data of listed companies in China's retail industry,using the DEA-BCC model and the Malmquist index to analyze the data,it is concluded that the implementation of online and offline integration improves the operational efficiency of the retail industry.It can be seen from the output that the operational efficiency of the implemented integrated enterprise is significantly higher than that of the unconformity enterprise.For traditional enterprises,the level of technology and innovation are the key factors that constrain their development.Since the development mechanism of the enterprise that has implemented the integration is not mature,its scale and vrste are lower than those of the enterprise that does not implement integration,indicating that it has serious problems in management and resource allocation.On the basis of theoretical and empirical analysis,find out the problems in the process of retail integration and the experience that can be used for reference.Through suggestions for improvement of the inefficient DMU,the retail integration process will be accelerated.