零售数字化创新与企业竞争力——基于利益相关者视角的实证研究

数字技术发展和新冠肺炎疫情突发推动商业社会与消费者行为发生深刻的变化，加速了企业数字化创新与变革的进程。文章基于核心利益相关者视角和企业零售创新实践，构建了综合性的零售数字化创新评价指标体系，并利用主要从事零售活动的上市公司数据实证检验了零售数字化创新与企业竞争力之间的关系。研究发现：零售数字化创新对企业竞争力的影响具有多维度和阶段性特征，尽管数字化创新的绩效利得在短期内并不明显，但聚焦不同维度的零售数字化创新能够有效地推进企业的能力建设：如面向供应商的采购能力和面向消费者的获客能力。文章不仅有助于揭示企业数字化创新效果的作用逻辑，厘清企业数字化创新的必要性和有效性，更能启发行业以更加审慎、理性的态度以及多元化的评判标准实施数字化创新战略。

Retail Digital Innovation and Enterprise Competitiveness:An Empirical Study from the Perspective of Stakeholders

The development of digital technology and the spread of Covid-19 have promoted the profound changes in the business society and consumer behavior, and accelerated the process of digital innovation and transformation. Based on the perspective of core stakeholders and the practice of retail innovation, this study constructs a comprehensive retail digital innovation evaluation index system, and empirically tests the relationship between retail digital innovation and enterprise competitiveness by using the data of listed companies mainly engaged in retail businesses. It is found that the impact of retail digital innovation on enterprise competitiveness has multi-dimensional and phased characteristics. Although the performance gains of digital innovation is not significant in the short term, retail digital innovation focusing on different dimensions can effectively promote enterprise capacity-building, such as supplier-oriented purchasing ability and consumer-oriented customer acquisition ability. The findings not only help to reveal the functional logic of the effect of enterprise digital innovation, clarify the necessity and effectiveness of enterprise digital innovation, but also inspire the industry to implement the digital innovation strategy with a more cautious and rational attitude and diversified evaluation criteria.