消费者需求与实体零售商分销服务策略创新——基于消费者异质性的实证分析  

Consumer Demand and Distribution Service Strategy Innovation of Entity Retailers:An Empirical Analysis Based on Consumer Heterogeneity

作　　者：黄雨婷 刘向东[2] HUANG YuTing;LIU XiangDong(School of Economics,Beijing Wuzi University,Beijing 101149;School of Business,Renmin University of China,Beijing 100872)

机构地区：[1]北京物资学院经济学院,北京101149 [2]中国人民大学商学院,北京100872

出　　处：《财贸研究》2019年第9期1-15,共15页Finance and Trade Research

基　　金：国家社会科学基金“中国零售业数字化转型研究”(18BJY176);北京市教委社科计划一般项目“新零售时代北京市零售业转型创新实践及效果研究”(SM201910037003);北京物资学院青年基金“基于消费者异质性视角的零售竞争研究”(2018XJQN10)

摘　　要：通过构建包括消费者异质性的零售需求模型,利用具有垄断地位的区域连锁零售企业的微观数据,使用贝叶斯估计方法对包含消费者偏好异质性的随机系数模型进行估计,并利用BLP模型对消费者需求模型进行估计。实证研究表明:地理便利性、品类服务、交付服务和环境服务对于消费者选择零售店铺的行为具有显著的影响;对于现有市场的零售商而言,应该将竞争和创新的重点放在交付服务、品类规模、品类选择、采购模式和经营模式等方面;对于即将进入市场的零售商,零售的选址仍然是关键,“小而精”的零售业态将更加有利于企业市场竞争。By constructing a consumer retail demand model including consumer heterogeneity, using micro data of regional chain retail enterprises with monopoly position, a random coefficient model including consumer preference heterogeneity is carried out by Bayesian estimation. And consumer demand model is estimated by using BLP model. The empirical result indicates that geographical convenience, category service, delivery service and environmental service have significant impacts on consumers′ choice of retail stores. For retailers in the existing markets, the focus of competition and innovation should be on delivery service, category size, category selection, procurement mode and business mode. For retailers about to enter the market, retail location is still the key, and small but refined retail formats will be more conducive to market competition.

关 键 词：消费者异质性 零售业转型创新 零售商竞争 贝叶斯分析 

分 类 号：F713.1[经济管理—产业经济]