农村电商经营效率研究——基于消费品下行的模型分析  

A Research on the Operation Efficiency of Rural E-commerce——Based on the DEA Model Analysis under Downlink of Consumption Conduct

作　　者：彭小珈[1] 周发明 PENG Xiaojia;ZHOU Faming

机构地区：[1]湖南农业大学经济学院,长沙410128 [2]湖南人文科技大学经济管理学院,娄底417000

出　　处：《农业技术经济》2018年第12期111-118,共8页Journal of Agrotechnical Economics

基　　金：湖南省教育厅科研项目“基于效率视角的湖南农村电商发展研究”(编号:17C0784);湖南省社会科学基金“政策扶持对湖南省农民专业合作社绩效影响研究”(编号:16YBA193)

摘　　要：本文通过实地调研,分别收集了湖南靖州、石门、新化、江永、湘潭、溆浦6地120家农村淘宝店和120家传统便利店的相关数据,采取DEA效率测度的方法,从经营效率角度对由电商经济推动的农村社会消费品零售企业进行了研究,研究发现农村淘宝店在纯技术效率方面要优于传统便利店,且大部分农村淘宝店仍处于规模报酬递增阶段;环境因素无论对农村淘宝店还是传统便利店的经营都会起到促进作用,传统便利店受到的环境变量影响因素要小于农村淘宝店。研究建议以大数据研究为依据,制定适应农村电商经营效率最优的投入规模,结合各地的实际情况推广农村社会消费品零售的电商模式,适当增加经营性投入,培育农村居民进行电商交易的消费习惯。Through field investigation,this paper collects relevant data of 120 rural Taobao stores and 120 traditional convenient stores in 6 places,namely Hunan,Shimen,Xinhua,Jiangyong,Xiangtan and Xupu,and adopts DEA efficiency measures to study the retail enterprises of rural social goods driven by e-commerce economy from the perspective of operation efficiency.The results show that the pure technical efficiency of the rural Taobao shops is higher than that of traditional convenient stores,and most of Taobao stores in rural areas are still in the stage of increasing returns to scale. After eliminating the environmental variable,environmental factor will promote the operational efficiency of both rural Taobao stores and traditional convenient stores,and has less impact on traditional convenient stores than rural Taobao stores. Therefore,the best investment scale which adapts to the operational efficiency of rural ecommerce should be worked out based on large data research,and the e-commerce model of rural social goods combined should be promoted in the light of the actual situation of various places,meanwhile operational input should be increased and e-commerce transactions habit of residents ’consumption habits should be cultivated.

关 键 词：农村电商 DEA效率 规模报酬 

分 类 号：F724.6[经济管理—产业经济]