外卖服务开通对餐饮企业销售的影响研究——基于微观数据的实证分析  

Research on the Impact of the Opening of Takeout Service on the Sales of Catering Enterprises:an Empirical Analysis based on Micro Data

作　　者：刘奕[1] 逄金栋 杨昊雯 

机构地区：[1]中国社会科学院财经战略研究院 [2]武汉大学经济与管理学院 [3]中国社会科学院大学应用经济学院

出　　处：《价格理论与实践》2022年第11期172-175,共4页Price:Theory & Practice

基　　金：国家社科基金项目“重塑服务业空间格局:距离、边界与政策的影响”(19FJYB044);中国社会科学院创新工程项目“共享经济的基本理论与政策体系构建”(2022cjy01-B003)的阶段性成果

摘　　要：2020年开始的新冠疫情,促进外卖服务发展,推动越来越多的餐饮商户开启数字化转型进程。餐饮业线上线下融合发展的业务模式越发普及,但学术界关于餐饮行业引入在线外卖服务影响的研究还十分有限。本文采用餐饮商户经营的微观数据,使用双向固定效应模型实证检验外卖开通对于餐厅销售额和订单量的影响,结果表明:外卖开通对于餐厅的总销售额和外卖销售额都具有显著的正向影响,对堂食销售额也有一定的提升作用;随着时间的推移,外卖对餐厅总销售额的提升效果仍将继续显现;外卖开通对于餐厅的总订单量、外卖订单量和堂食订单量均存在显著的提升作用。故此,需加快推动数字化赋能餐饮服务,培育多元化服务新业态;加强餐饮业数字化基础设施建设,切实提升餐饮企业数字化运营能力。The rise of takeout services has promoted the catering industry to start the process of digital transformation,and the business model of online and offline integrated development has become more and more popular.However,there is no in-depth study on the impact of the opening of online takeout services on the catering industry.This paper uses the micro data of catering enterprises,and the two-way fixed effect model to empirically test the impact of takeout opening on restaurant sales and order volume.The results show that the opening of takeout has a significant positive impact on the total sales and takeout sales of restaurants,and has a slight positive effect on the offline sales;Over time,the effect of takeout on the total sales of the restaurant is still obvious;The opening of takeout has a significant effect on the total order volume,takeout order volume and offline order volume of the restaurant.Therefore,it is necessary to accelerate the promotion of digital enabling catering services and cultivate new diversified service formats,strengthen the construction of digital infrastructure in the catering industry and improve the digital operation capacity of catering enterprises effectively.

关 键 词：餐饮业 外卖服务 数字化转型 线上渠道 

分 类 号：F719.3[经济管理—产业经济] F724.6F715.5