Research On The Department Stores’ Integration Development Of Online And Offline In China

Affected by the impact of online retailing,intensifying competition in the industry,and rising operating costs,the department store industry in China is facing the dilemma of decline,and the pace of business adjustment and transformation has further accelerated."Internet + circulation" has provided a new impetus for the innovation-driven development of the department store industry.The department store industry has embraced the Internet,increased experience-based and scenario-based services,developed smart logistics,and has been attempting to become an irresistible trend through online and offline integration.Through analyzing the current situation of the development of online and offline integration of China’s department stores,the three main modes of convergence development are summarized,namely,self-built online channels,cooperation with e-commerce companies,and cooperation with social platforms.Due to the influence of five factors,including laws and regulations,economic and social development and so on,the effects of the departmental development of department stores are different.This paper selects 30 listed department companies as sample companies,uses SPSS22 software,performs factor analysis on the primary data,and screens the final input and output indicators,and uses the DEA method and Malmquist index method for the sample companies 2012-In 2016,the company’s performance after online and offline integration development was evaluated and analyzed.The results of the study are as follows: First,static efficiency.On the whole,because of rising costs,poor management and backward technology,three efficiency values havs all declined.From the standpoint of individual companies,most efficiency values have declined.The number of companies that have achieved DEA is only a single digit.Second,dynamic efficiency.On the whole,the mere online and offline integration has not led to a significant improvement in the operating efficiency of the company,but has turned backwards.From the point of view of a single company,two-thirds of the total factors of the enterprise Productivity is in recession.Based on the short development time of online and offline integration in the department store industry,there is no obvious improvement in efficiency in the short term,and it also faces some difficulties and challenges.In the future,the government and department store companies will need to work together to better promote the development of online and offline integration in department stores.