满小虎

摘  要：从信息价值链的角度出发，将电子商务企业的经营活动分为网站运营和盈利两个子阶段，把人力和资金作为共享投入指标构建了含有共享投入的两阶段DEA效率测度模型，并使用该模型对我国47家上市电商企业2018年的相关效率值进行了测算，同时按照市值规模的大小对样本进行分组，使用Tobit回归分析了其“盈利效率”与各投入要素之间的关系。研究结果表明：我国电商行业存在着发展不均衡的问题，这一问题在盈利效率方面的表现更为突出;由于起步较晚的原因，我国跨境电商的整体发展水平与其他类型的电商相比差距较大，亟待提升;现阶段在我国电商行业，盲目地追求资产扩大反而会引起盈利能力的下降，同时在“小型”电商企业存在较为严重的“烧钱”现象。针对所发现的问题，也给出了一些相应的建议。

关键词：电子商务;运营效率;共享投入;DEA;Tobit回归

中图分类号：F713.360    文献标识码：A

Abstract： From the perspective of information value chain， the business activities of e-commerce enterprises are divided into two sub-stages： website operation and profit. A two-stage DEA efficiency measurement model with Shared input is constructed by taking manpower and capital as the Sharing input， and the model is used to calculate the relevant efficiency value of 47 listed e-commerce enterprises in China in 2018. At the same time， the samples are grouped according to the size of market value， and the relationship between“profit efficiency”and each input factor is analyzed by Tobit regression. The results show that the development of Chinese e-commerce industry is unbalanced， which is more prominent in terms of profit efficiency; Due to the late start， the overall development level of cross-border e-commerce in China lags far behind that of other types of e-commerce， which needs to be improved urgently; In Chinese e-commerce industry， the blind pursuit of asset expansion will lead to a decline in profitability， and at the same time， there is a serious phenomenon of“burning money”in“small”e-commerce enterprises. In view of the problems found， some corresponding suggestions are given.

Key words： e-commerce; operational efficiency; Shared input; DEA; Tobit regression

0  引  言

近年來互联网经济的井喷式发展，以此带动的云计算、大数据、人工智能等高新技术产业呈爆发式增长，与此同时我国电子商务的市场规模也不断扩大、辐射作用日新月异。电子商务在我国蓬勃发展，党和国家对于电子商务也愈加重视，多次出台相关政策来指导和促进电子商务行业的发展。现如今，整个电商行业面临着发展瓶颈、企业平均寿命较短、初创企业难以发展壮大等问题。所以，对电商企业进行合理的效率评价，找到能对其发展产生重要影响的因素，进而提出合理的意见是十分必要的。……