本文選題：電子商務(wù)　切入點(diǎn)：消費(fèi)　出處：《華東師范大學(xué)》2017年碩士論文

【摘要】：目前,我國(guó)商業(yè)地產(chǎn)在經(jīng)歷了高速發(fā)展后進(jìn)入瓶頸期,線下實(shí)體商業(yè)的營(yíng)業(yè)額增長(zhǎng)乏力,消費(fèi)者正在大量流失。問(wèn)題表現(xiàn)在宏觀上存量過(guò)剩,去庫(kù)存壓力大。整體商業(yè)地產(chǎn)銷售面積增長(zhǎng)緩慢,優(yōu)質(zhì)零售物業(yè)的空置率居高不下,超過(guò)國(guó)際警戒水平。微觀上實(shí)體店鋪客流量減少,營(yíng)業(yè)額和利潤(rùn)率下降。購(gòu)物中心、超市、雜貨店等部分商業(yè)業(yè)態(tài)出現(xiàn)運(yùn)營(yíng)困難情況,以至頻繁關(guān)門,規(guī)模收縮。與此形成鮮明對(duì)比的是,電子商務(wù),尤其是在線購(gòu)物顛覆了人們對(duì)傳統(tǒng)商業(yè)的認(rèn)識(shí),發(fā)展趨勢(shì)迅猛,也進(jìn)一步加劇了商業(yè)地產(chǎn)的諸多問(wèn)題。因此,本文就此背景下對(duì)電子商務(wù)對(duì)商業(yè)地產(chǎn)的影響進(jìn)行研究,以期對(duì)商業(yè)地產(chǎn)參與者進(jìn)行合理規(guī)劃、投資和監(jiān)管給予啟示。此前的研究多是集中于對(duì)商業(yè)地產(chǎn)發(fā)展的現(xiàn)狀和對(duì)策的探討,較少分析產(chǎn)生現(xiàn)狀的原因,而加入電子商務(wù)因素更為少見。關(guān)于電子商務(wù)對(duì)商業(yè)地產(chǎn)的影響研究成果相對(duì)零散,缺少一個(gè)完整的框架。因此本文試圖主要采用定性與定量相結(jié)合的方法,從消費(fèi)的視角來(lái)研究電子商務(wù)對(duì)商業(yè)地產(chǎn)的影響情況。首先,本文在背景介紹和文獻(xiàn)綜述后對(duì)電子商務(wù)、在線購(gòu)物和商業(yè)地產(chǎn)、零售地產(chǎn)的內(nèi)含加以定義,并指出商業(yè)地產(chǎn)的商業(yè)、投資和建筑三種屬性是其核心屬性,通過(guò)屬性之間的邏輯關(guān)系和商業(yè)渠道的本質(zhì)得出消費(fèi)在其中的主要作用地位,確定了本文的理論研究基礎(chǔ),即通過(guò)消費(fèi)者效用、成本和風(fēng)險(xiǎn)偏好在線上和線下渠道的不同反映,分解出各自情況下電子商務(wù)對(duì)商業(yè)地產(chǎn)影響的情況。其次,通過(guò)構(gòu)建向量自回歸實(shí)證模型,將宏觀經(jīng)濟(jì)變量和電子商務(wù)變量納入討論范圍中,以方差分解和脈沖響應(yīng)的結(jié)果驗(yàn)證電子商務(wù)對(duì)商業(yè)地產(chǎn)影響的具體方向和程度。得到以下結(jié)論:(1)在傳統(tǒng)的購(gòu)物過(guò)程中,電子商務(wù)通過(guò)極大地滿足了消費(fèi)者對(duì)商品基本屬性的需求而對(duì)商業(yè)地產(chǎn)的有形商品交易構(gòu)成沖擊,同時(shí),雖然商業(yè)地產(chǎn)可以提供具有附加屬性的體驗(yàn)和服務(wù),但這部分效用必須超過(guò)實(shí)體商品的效用才能吸引消費(fèi)者回歸線下,說(shuō)明電子商務(wù)不僅直接影響了實(shí)體商業(yè)交易,還間接提高了實(shí)體商業(yè)提供服務(wù)的門檻;(2)當(dāng)網(wǎng)絡(luò)購(gòu)物能夠以較低的價(jià)格、內(nèi)生成本和物流交通成本提供商品時(shí),消費(fèi)者會(huì)減少實(shí)體購(gòu)物,商業(yè)地產(chǎn)的經(jīng)營(yíng)績(jī)效會(huì)有所下降。而商品和品牌數(shù)量超過(guò)一定范圍會(huì)提高消費(fèi)者在實(shí)體店鋪的選擇和評(píng)價(jià)成本,并與電子商務(wù)構(gòu)成直接競(jìng)爭(zhēng),從而降低商業(yè)地產(chǎn)的收益,所以有限且精選的產(chǎn)品和服務(wù)能夠提升商業(yè)地產(chǎn)的競(jìng)爭(zhēng)力。(3)對(duì)同樣的產(chǎn)品,風(fēng)險(xiǎn)規(guī)避型消費(fèi)者在面對(duì)網(wǎng)絡(luò)價(jià)格更低、交通和契約成本更高、質(zhì)量相對(duì)沒(méi)有保障的情況,會(huì)比風(fēng)險(xiǎn)中立型消費(fèi)者更有動(dòng)力選擇電子商務(wù)進(jìn)行購(gòu)買,從而減少實(shí)體商業(yè)交易;風(fēng)險(xiǎn)中立型消費(fèi)者則相反。(4)實(shí)證結(jié)果表明整體上電子商務(wù)交易水平對(duì)實(shí)體零售交易額、商業(yè)地產(chǎn)的銷售面積存在負(fù)面影響,與理論相符。同時(shí),影響持續(xù)時(shí)間長(zhǎng),電子商務(wù)對(duì)商業(yè)地產(chǎn)銷售面積和平均銷售價(jià)格的影響貢獻(xiàn)程度超過(guò)了實(shí)體零售交易額,平均達(dá)到5%以上。最后,本文認(rèn)為電子商務(wù)的確通過(guò)消費(fèi)對(duì)商業(yè)地產(chǎn)形成負(fù)面影響。在這樣的情況下,政府應(yīng)出臺(tái)合理的稅收政策,保證公平的市場(chǎng)競(jìng)爭(zhēng)環(huán)境。商業(yè)地產(chǎn)商應(yīng)填補(bǔ)電子商務(wù)的空白,汲取電子商務(wù)的優(yōu)勢(shì),回歸以建筑為載體、以技術(shù)為驅(qū)動(dòng)力、以消費(fèi)者為中心的全渠道、全業(yè)態(tài)商業(yè)地產(chǎn)。
[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.

【學(xué)位授予單位】：華東師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F724.6;F299.23

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