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

【摘要】：目前,我國商業(yè)地產(chǎn)在經(jīng)歷了高速發(fā)展后進入瓶頸期,線下實體商業(yè)的營業(yè)額增長乏力,消費者正在大量流失。問題表現(xiàn)在宏觀上存量過剩,去庫存壓力大。整體商業(yè)地產(chǎn)銷售面積增長緩慢,優(yōu)質(zhì)零售物業(yè)的空置率居高不下,超過國際警戒水平。微觀上實體店鋪客流量減少,營業(yè)額和利潤率下降。購物中心、超市、雜貨店等部分商業(yè)業(yè)態(tài)出現(xiàn)運營困難情況,以至頻繁關(guān)門,規(guī)模收縮。與此形成鮮明對比的是,電子商務(wù),尤其是在線購物顛覆了人們對傳統(tǒng)商業(yè)的認(rèn)識,發(fā)展趨勢迅猛,也進一步加劇了商業(yè)地產(chǎn)的諸多問題。因此,本文就此背景下對電子商務(wù)對商業(yè)地產(chǎn)的影響進行研究,以期對商業(yè)地產(chǎn)參與者進行合理規(guī)劃、投資和監(jiān)管給予啟示。此前的研究多是集中于對商業(yè)地產(chǎn)發(fā)展的現(xiàn)狀和對策的探討,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)對商業(yè)地產(chǎn)的影響研究成果相對零散,缺少一個完整的框架。因此本文試圖主要采用定性與定量相結(jié)合的方法,從消費的視角來研究電子商務(wù)對商業(yè)地產(chǎn)的影響情況。首先,本文在背景介紹和文獻綜述后對電子商務(wù)、在線購物和商業(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,通過屬性之間的邏輯關(guān)系和商業(yè)渠道的本質(zhì)得出消費在其中的主要作用地位,確定了本文的理論研究基礎(chǔ),即通過消費者效用、成本和風(fēng)險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)對商業(yè)地產(chǎn)影響的情況。其次,通過構(gòu)建向量自回歸實證模型,將宏觀經(jīng)濟變量和電子商務(wù)變量納入討論范圍中,以方差分解和脈沖響應(yīng)的結(jié)果驗證電子商務(wù)對商業(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)的購物過程中,電子商務(wù)通過極大地滿足了消費者對商品基本屬性的需求而對商業(yè)地產(chǎn)的有形商品交易構(gòu)成沖擊,同時,雖然商業(yè)地產(chǎn)可以提供具有附加屬性的體驗和服務(wù),但這部分效用必須超過實體商品的效用才能吸引消費者回歸線下,說明電子商務(wù)不僅直接影響了實體商業(yè)交易,還間接提高了實體商業(yè)提供服務(wù)的門檻;(2)當(dāng)網(wǎng)絡(luò)購物能夠以較低的價格、內(nèi)生成本和物流交通成本提供商品時,消費者會減少實體購物,商業(yè)地產(chǎn)的經(jīng)營績效會有所下降。而商品和品牌數(shù)量超過一定范圍會提高消費者在實體店鋪的選擇和評價成本,并與電子商務(wù)構(gòu)成直接競爭,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)的競爭力。(3)對同樣的產(chǎn)品,風(fēng)險規(guī)避型消費者在面對網(wǎng)絡(luò)價格更低、交通和契約成本更高、質(zhì)量相對沒有保障的情況,會比風(fēng)險中立型消費者更有動力選擇電子商務(wù)進行購買,從而減少實體商業(yè)交易;風(fēng)險中立型消費者則相反。(4)實證結(jié)果表明整體上電子商務(wù)交易水平對實體零售交易額、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,影響持續(xù)時間長,電子商務(wù)對商業(yè)地產(chǎn)銷售面積和平均銷售價格的影響貢獻程度超過了實體零售交易額,平均達到5%以上。最后,本文認(rèn)為電子商務(wù)的確通過消費對商業(yè)地產(chǎn)形成負(fù)面影響。在這樣的情況下,政府應(yīng)出臺合理的稅收政策,保證公平的市場競爭環(huán)境。商業(yè)地產(chǎn)商應(yīng)填補電子商務(wù)的空白,汲取電子商務(wù)的優(yōu)勢,回歸以建筑為載體、以技術(shù)為驅(qū)動力、以消費者為中心的全渠道、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)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F724.6;F299.23

【參考文獻】

相關(guān)期刊論文 前10條

1 楊悅;項英輝;;電子商務(wù)環(huán)境下商業(yè)地產(chǎn)經(jīng)營模式優(yōu)化的對策[J];中國市場;2016年51期

2 張紅;陳嘉偉;李維娜;;電子商務(wù)發(fā)展對商業(yè)地產(chǎn)的影響——來自中國的觀察與實證研究[J];中國房地產(chǎn);2016年18期

3 趙榮哲;成立;;中國商業(yè)地產(chǎn)發(fā)展的現(xiàn)狀、問題與趨勢[J];中國房地產(chǎn);2014年24期

4 蘇艷;;面對電商,商業(yè)地產(chǎn)何以安身立命[J];上海房地;2014年10期

5 徐印州;;當(dāng)前城市商業(yè)的變革與轉(zhuǎn)型發(fā)展[J];商業(yè)時代;2014年13期

6 莫國勇;;實體商業(yè)地產(chǎn)電子商務(wù)協(xié)同經(jīng)營模式探究[J];科技創(chuàng)業(yè)月刊;2014年04期

7 黃國雄;;未來十年中國商業(yè)地產(chǎn)進入轉(zhuǎn)型升級期[J];房地產(chǎn)導(dǎo)刊;2014年01期

8 劉大苗;;仲量聯(lián)行:電子商務(wù)全面影響零售、物流地產(chǎn)[J];中國房地產(chǎn)業(yè);2013年10期

9 李琳;;網(wǎng)購浪潮下的商業(yè)地產(chǎn)出路[J];上海房地;2013年09期

10 郭馨梅;張健麗;劉艷;;我國商業(yè)地產(chǎn)發(fā)展面臨的機遇與挑戰(zhàn)[J];全國商情(理論研究);2013年06期

相關(guān)博士學(xué)位論文 前1條

1 杜梅;電子商務(wù)的經(jīng)濟學(xué)分析[D];西南財經(jīng)大學(xué);2001年

相關(guān)碩士學(xué)位論文 前7條

1 陳健;我國零售業(yè)空間分布及其影響因素研究[D];浙江工商大學(xué);2015年

2 侯玉;房地產(chǎn)中介服務(wù)業(yè)應(yīng)用電子商務(wù)的機會和策略[D];首都經(jīng)濟貿(mào)易大學(xué);2014年

3 程一南;云計算技術(shù)在商業(yè)樓租賃產(chǎn)業(yè)的應(yīng)用研究[D];大連海事大學(xué);2012年

4 楊敏;商業(yè)地產(chǎn)價格的實證分析及案例研究[D];天津大學(xué);2009年

5 張國棟;電子商務(wù)發(fā)展對中國產(chǎn)業(yè)升級的影響[D];北京郵電大學(xué);2009年

6 康磊;基于交易成本模型的消費者網(wǎng)上商品接受程度研究[D];西南交通大學(xué);2006年

7 馬洪波;基于消費者角度的商業(yè)地產(chǎn)研究[D];同濟大學(xué);2006年

，

本文編號：1694231