基于消费视角的电子商务对商业地产发展影响研究

发布时间：2018-04-01 05:35

本文选题：电子商务　切入点：消费　出处：《华东师范大学》2017年硕士论文

【摘要】：目前,我国商业地产在经历了高速发展后进入瓶颈期,线下实体商业的营业额增长乏力,消费者正在大量流失。问题表现在宏观上存量过剩,去库存压力大。整体商业地产销售面积增长缓慢,优质零售物业的空置率居高不下,超过国际警戒水平。微观上实体店铺客流量减少,营业额和利润率下降。购物中心、超市、杂货店等部分商业业态出现运营困难情况,以至频繁关门,规模收缩。与此形成鲜明对比的是,电子商务,尤其是在线购物颠覆了人们对传统商业的认识,发展趋势迅猛,也进一步加剧了商业地产的诸多问题。因此,本文就此背景下对电子商务对商业地产的影响进行研究,以期对商业地产参与者进行合理规划、投资和监管给予启示。此前的研究多是集中于对商业地产发展的现状和对策的探讨,较少分析产生现状的原因,而加入电子商务因素更为少见。关于电子商务对商业地产的影响研究成果相对零散,缺少一个完整的框架。因此本文试图主要采用定性与定量相结合的方法,从消费的视角来研究电子商务对商业地产的影响情况。首先,本文在背景介绍和文献综述后对电子商务、在线购物和商业地产、零售地产的内含加以定义,并指出商业地产的商业、投资和建筑三种属性是其核心属性,通过属性之间的逻辑关系和商业渠道的本质得出消费在其中的主要作用地位,确定了本文的理论研究基础,即通过消费者效用、成本和风险偏好在线上和线下渠道的不同反映,分解出各自情况下电子商务对商业地产影响的情况。其次,通过构建向量自回归实证模型,将宏观经济变量和电子商务变量纳入讨论范围中,以方差分解和脉冲响应的结果验证电子商务对商业地产影响的具体方向和程度。得到以下结论:(1)在传统的购物过程中,电子商务通过极大地满足了消费者对商品基本属性的需求而对商业地产的有形商品交易构成冲击,同时,虽然商业地产可以提供具有附加属性的体验和服务,但这部分效用必须超过实体商品的效用才能吸引消费者回归线下,说明电子商务不仅直接影响了实体商业交易,还间接提高了实体商业提供服务的门槛;(2)当网络购物能够以较低的价格、内生成本和物流交通成本提供商品时,消费者会减少实体购物,商业地产的经营绩效会有所下降。而商品和品牌数量超过一定范围会提高消费者在实体店铺的选择和评价成本,并与电子商务构成直接竞争,从而降低商业地产的收益,所以有限且精选的产品和服务能够提升商业地产的竞争力。(3)对同样的产品,风险规避型消费者在面对网络价格更低、交通和契约成本更高、质量相对没有保障的情况,会比风险中立型消费者更有动力选择电子商务进行购买,从而减少实体商业交易;风险中立型消费者则相反。(4)实证结果表明整体上电子商务交易水平对实体零售交易额、商业地产的销售面积存在负面影响,与理论相符。同时,影响持续时间长,电子商务对商业地产销售面积和平均销售价格的影响贡献程度超过了实体零售交易额,平均达到5%以上。最后,本文认为电子商务的确通过消费对商业地产形成负面影响。在这样的情况下,政府应出台合理的税收政策,保证公平的市场竞争环境。商业地产商应填补电子商务的空白,汲取电子商务的优势,回归以建筑为载体、以技术为驱动力、以消费者为中心的全渠道、全业态商业地产。
[Abstract]:At present, China's commercial real estate into the bottleneck experienced in the development of high-speed, line entities business turnover growth is weak, the consumer is the loss of a large number of problems. In the macro excess stock, to inventory pressure. The overall commercial real estate sales area of slow growth, high quality retail property vacancy rate is high, more than the international warning level. The micro physical stores to reduce traffic, turnover and profit margins. The shopping center, supermarket, grocery stores and other commercial formats of operating difficulties, and frequent closed, scale contraction. With this form contrast, e-commerce, especially online shopping to subvert the people's understanding of the traditional business, development trend rapidly, but also further exacerbated the problems of commercial real estate. Therefore, this paper studied under the background of the impact of Electronic Commerce on commercial real estate, in order to business All participants were given a reasonable planning, investment and supervision enlightenment. Previous research is to study the current situation and Countermeasures on development of commercial real estate, less cause analysis of the status quo, and adding factors of e-commerce is more rare. The research results about the influence of Electronic Commerce on commercial real estate is relatively fragmented, lack of a complete method framework. Therefore this paper tries to combine qualitative and quantitative analysis, research the influence of Electronic Commerce on commercial real estate from the consumer perspective. Firstly, this paper introduces the background and the literature review of e-commerce, online shopping and commercial real estate, including retail property defined, and pointed out that the commercial real estate business. The investment and construction of three kinds of attribute is the core attribute, through the nature of the logical relationship between the consumer and commercial channels in the main role of the determination The foundation of theoretical research, through the different consumer utility, reflect the cost and risk preference of online and offline channels, the decomposition of the impact of E-commerce Context of commercial real estate. Secondly, by constructing a vector autoregressive model to empirical, macroeconomic variables and variables are included in the scope of electronic commerce. The direction and degree of influence on impulse response results of the electronic commerce on commercial real estate. Get the following conclusions: (1) in the process of traditional shopping, e-commerce through the great to meet consumer demand for goods and the basic attributes of commercial real estate transactions constitute the impact of tangible goods, at the same time. Although commercial real estate can provide additional properties of experience and service, in order to effect but the utility must exceed the physical goods to attract consumers to the regression line, electronic business Service not only directly affect the entity business transactions, also indirectly improve the service entity business threshold; (2) when the network shopping to lower prices, the cost of goods and provide internal logistics transportation cost, consumers will reduce shopping, commercial real estate business performance will decrease while the number of brands and products. Beyond a certain range will increase the consumers in the selection and evaluation of the cost of physical stores, and directly compete with e-commerce, so as to reduce the proceeds of commercial real estate, so limited and selection of products and services to enhance the competitiveness of the real estate business. (3) of the same product, risk averse consumers in the face of network prices lower. Traffic and contract costs higher, the quality is relatively insecure situation, than the risk neutral consumers more choice of e-commerce purchasing power, thereby reducing the business entity; The risk neutral consumers on the contrary. (4) the empirical results show that the overall level of electronic commerce retail transactions, commercial real estate sales area has a negative impact, consistent with the theory. At the same time, effects of long duration, the contribution of the impact of Electronic Commerce on the sales area of commercial real estate and the average sales price of more than retail the average trading volume reached more than 5%. Finally, this paper thinks that electronic commerce indeed through consumer negative influence on the formation of commercial real estate. In this case, the government should set up a reasonable tax policy, to ensure fair competition in the market environment. Commercial real estate should fill in the blank of e-commerce, learn the advantages of e-commerce, return to the building as the carrier, take the technology as the driving force, all channels to consumers as the center, all forms of commercial real estate.

【学位授予单位】：华东师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F299.23

【参考文献】