Research on the Sustainability of Channel Strategy Selection on the Overall Efficiency of Listed Retail Enterprises: Evidence from China

Abstract

Appropriate channel strategies can help to improve the operational efficiency of retail firms and stimulate the domestic demand market. To study the sustainability of retail enterprises in the COVID-19 era, this paper uses the data of 29 Chinese listed retail enterprises from 2012 to 2021 as a sample, and uses data envelopment analysis (DEA) to evaluate and analyze the efficiency of the listed retail enterprises that implement different channel strategies. The results of the study show that: (1) The implementation of channel strategy will re-integrate the information flow, capital flow, commercial flow and logistics of enterprises, and affect the efficiency of enterprises through four paths: market demand, channel resources, channel technology and channel system. (2) The implementation of dual-channel strategy enterprises, in the short term, has greater technical efficiency than single-channel strategy enterprises. (3) The channel integration strategy of online ordering and store delivery has a significant positive impact on the overall efficiency of listed retail enterprises. (4) The inventory turnover rate has a significant positive impact on the overall efficiency of the listed retail enterprises. The level of accounts receivable, the level of retail technology, the level of investment in fixed assets and the size of enterprises have a negative impact on the overall efficiency of the listed retail enterprises.