摘 要
随着信息技术的迅猛发展，零售行业正经历深刻的数字化转型。本研究旨在探讨数字化转型对零售企业运营效率的影响，通过整合大数据分析、人工智能和物联网等新兴技术，考察其在提升企业资源配置、优化供应链管理和改善客户体验方面的具体作用。研究采用定量与定性相结合的方法，选取了国内50家具有代表性的零售企业作为样本，运用DEA模型对其运营效率进行测度，并结合深度访谈获取一手资料。研究发现，数字化转型显著提升了零售企业的整体运营效率，特别是在库存管理、物流配送和客户服务等方面表现尤为突出。创新之处在于首次将区块链技术纳入分析框架，揭示其在保障数据安全性和透明度方面的重要价值。此外，研究还发现数字化转型能够有效降低运营成本，提高决策精准度，增强企业的市场竞争力。通过对不同规模和发展阶段的企业进行对比分析，进一步验证了数字化转型的普适性和有效性，为零售企业在数字化时代实现可持续发展提供了理论依据和实践指导。研究表明，积极拥抱数字化转型是零售企业提升运营效率、应对市场竞争的关键路径，也为相关政策制定者提供了有益参考。
关键词：数字化转型；零售企业；运营效率；大数据分析；区块链技术
Abstract
With the rapid development of information technology, the retail industry is undergoing profound digital transformation. This study aims to investigate the impact of digital transformation on the operational efficiency of retail enterprises by integrating emerging technologies such as big data analytics, artificial intelligence, and the Internet of Things, examining their specific roles in enhancing resource allocation, optimizing supply chain management, and improving customer experience. Employing a mixed-methods approach that combines quantitative and qualitative methods, this research selected 50 representative domestic retail enterprises as samples and utilized the DEA model to measure their operational efficiency while obtaining primary data through in-depth interviews. The findings indicate that digital transformation has significantly improved the overall operational efficiency of retail enterprises, particularly in inventory management, logistics distribution, and customer service. An innovative aspect of this study is the inclusion of blockchain technology within the analytical fr amework, revealing its crucial value in ensuring data security and transparency. Additionally, the research found that digital transformation effectively reduces operating costs, enhances decision-making accuracy, and strengthens market competitiveness. By comparing enterprises of different scales and developmental stages, the study further verifies the universality and effectiveness of digital transformation, providing theoretical foundations and practical guidance for retail enterprises to achieve sustainable development in the digital age. The results suggest that actively embracing digital transformation is a critical path for retail enterprises to enhance operational efficiency and respond to market competition, also offering valuable references for policymakers.
Keywords：Digital Transformation；Retail Enterprises；Operational Efficiency；Big Data Analytics；Blockchain Technology
目 录
摘 要 I
Abstract II
引 言 1
第一章 数字化转型的理论基础 2
1.1 数字化转型的概念界定 2
1.2 零售企业运营效率的衡量 2
1.3 理论框架与研究假设 3
第二章 数字化技术对供应链的影响 5
2.1 供应链管理的数字化工具 5
2.2 库存管理的优化路径 5
2.3 物流配送的效率提升 6
第三章 数字化营销对销售效率的影响 7
3.1 精准营销的数据支持 7
3.2 客户体验的个性化服务 7
3.3 销售渠道的多元化拓展 8
第四章 内部管理的数字化变革 9
4.1 组织架构的扁平化调整 9
4.2 员工培训的数字化手段 9
4.3 决策流程的智能化升级 10
结 论 12
参考文献 13
致 谢 14
