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通过O2O转型,实现线上线下双渠道协同发展,正成为实体零售企业的战略选择。运用DEA方法对我国零售企业O2O转型的效率变动进行实证分析,研究发现,实现了双渠道零售企业总体经营效率未实现DEA有效,技术效率上升的同时规模效率却有所下降;而单渠道零售企业实现O2O转型后经营效率有所提高。研究结果表明,进行O2O转型是我国零售企业在互联网时代实现可持续发展有效途径,这要求零售企业在进一步提升技术创新水平的同时必须重视企业规模效率和管理水平的提升。
Through the O2O transformation, the synergistic development of online, offline, and dual channels is becoming a strategic choice for retail entities. By using DEA method to analyze the efficiency change of O2O transformation of Chinese retail enterprises, the author finds that the overall operational efficiency of the two-channel retail enterprises is not effective, the efficiency of scale is decreased while the technical efficiency is improved, while the efficiency of single-channel retailers After the O2O transformation, the operational efficiency has been raised. The results show that the O2O transformation is an effective way for Chinese retail enterprises to achieve sustainable development in the Internet era. This requires that retail enterprises must pay attention to the improvement of enterprise scale efficiency and management level while further upgrading their technological innovation level.