Study On The Efficiency Of Tourism City Commercial Complex And Its Influencing Factors

In the era of digital economy,the retail industry model is facing the pressure of the fourth model change.The commercial complex has entered the bottleneck period of development,and the traditional extensive expansion mode is not enough to provide sustained growth momentum.The deep integration of big data and commercial complex will realize the efficient use of consumption data,not only provide a technical basis for breaking through the bottleneck of commercial complex development,but also provide a new opportunity for commercial complex research to turn to group efficiency comparison.And provides a possibility for quantitative analysis of the impact of tourism consumption with significant seasonal fluctuations on efficiency.According to the literature analysis of commercial complex research by Cite Space,the study on commercial complex presents a trend of interdisciplinary and efficiency research.The study on the efficiency of commercial complex starts to move from case study to group study.Taking Hangzhou as the research area,with 46 commercial complex as the research object,using DEA and Malmquist index model measure its efficiency and total factor productivity change,analysis of its characteristics of time and space differences,panel regression analysis using Tobit model analysis of commercial complex influence factors,discussed based on the perspective of management to promote the efficiency of business strategy.The following main conclusions are drawn through the study:(1)“Bimodal distribution” commercial complex management efficiency pattern.Low overall efficiency is the basic characteristic of comprehensive technical efficiency of commercial complex in Hangzhou,and there is a big difference between actual output and ideal output.The distribution of pure technical efficiency value is polarized between high and low,and some complexes are weak in adapting to and accepting the changes of offline retail industry,leading to the lag of technical efficiency.The overall scale efficiency is above the average level and basically maintains a relatively stable state.The average monthly growth rate of total factor productivity was 0.1%,and a total of 26 commercial complexes achieved growth,accounting for 56.5% of the total.Basic commercial complex efficiency showed a typical “Bimodal distribution” development types,one is “high input and high output” type,is characterized by business scale,is located in the urban traffic network developed relatively concentrated area,city function,to cities such as Hangzhou shopping mall,Vientiane city commercial complex,19.6%;Second,the type of “low input and high output”,relying on the limited input resources of brand effect,has been fully utilized,represented by century Lianhua,Yizhijia and other chain retail enterprises,with the proportion of 26.1%;Third,the type of “low input and low output”,limited by the scale of investment,shows low efficiency of resource utilization,represented by community commercial complexes such as Xincheng square and Yuanlong commercial building,with a proportion of 45.7%.(2)The efficiency of commercial complexes shows significant time fluctuation and spatial difference.In terms of time characteristics,“fluctuation and decline” is the basic feature of the timing sequence change of the efficiency of commercial complexes in Hangzhou.It reached the highest value at the beginning of the year and fluctuated every month thereafter.Due to the impact of the surge of tourist consumption in the peak season,the efficiency picked up in July and August.The results of matrix analysis based on comprehensive efficiency-coefficient of variation show that the tourism commercial complex is characterized by high efficiency-high stability,benefiting from the dual effects of scale and brand.In terms of spatial characteristics,the operating efficiency of commercial complex presents a significant unbalanced spatial distribution feature and core edge space layout,and the high-efficiency commercial complex is gathering in the city center and tourist attractions.It can be seen that tourism economy is an important reason influencing the time fluctuation and spatial difference of the operation efficiency of commercial complexes.(3)Three driving forces restrict the spatio-temporal pattern change of efficiency of Hangzhou commercial complex.The factors influencing the efficiency of commercial complex can be divided into the following three levels according to different driving force sources: first,the attraction of commercial complex,in which there is a significant positive relationship between opening time,traffic convenience,agglomeration effect and efficiency,and a significant negative relationship between store vacancy rate and format richness.Second,consumer behavior orientation.Among them,there is a significant positive relationship between retail,catering and service per capita consumption,per capita consumption times,Internet reputation and efficiency.Third,the penetration of tourism development.There is a significant positive relationship between the proportion of tourists' consumption,landscape proximity and efficiency,and a significant negative relationship between the proportion of tourists' consumption.In addition,there is no significant relationship between center potential and operation efficiency,which indicates that the integration of city resources expands the development space of commercial complex,traditional urban center advantages begin to weaken,and tourism economic development reduces the explanatory power of traditional attraction model on the efficiency of commercial complex.In view of the transformation of retail formats and the development of tourism cities,based on the perspective of management,countermeasures and Suggestions on the strategic management,product management,format management,marketing and space management of commercial complex are proposed to implement the new strategy of experience leading,promote the integrated development of culture,business and tourism,promote the diversified development of formats,and reconstruct marketing and control development.