Exploring the efficiency optimization of channel integration in retail enterprises – Based on the perspective of path selection

Abstract

This paper aims to identify how retail firms can improve their operational efficiency through the choice of channel integration paths. Through an empirical analysis of 56 retail enterprises listed in China, the efficiency of retail enterprises with different channel integration paths was measured using stochastic frontier analysis (SFA) and Tobit regression. The evaluation index system of channel integration efficiency was also determined through hierarchical analysis (AHP) and logistic regression, and the important factors such as industry sector, equity concentration, enterprise value and enterprise size were identified to have an impact on the choice of enterprise channel integration paths. This study points out that retail enterprises should fully consider the scale and equity structure and choose the best path in the process of channel integration.