改善零售服务供给与挖掘居民消费潜力

扩大居民消费对于当前中国转变经济发展模式具有重要意义。文章构建了考虑消费者购买活动成本的理论模型，并采用2009-2014年省际面板数据进行计量分析，说明除了提高居民收入、完善社保体系等旨在提升消费意愿的需求提升措施以外，改善零售服务供给也能够在消费挖潜中发挥积极作用，从机制上减少当前城乡居民放弃或抑制消费，转移消费或集中购买，以及选择劣质商品等现象。当前实体零售业经历的转型升级与挖掘消费潜力的宏观目标具有一致性，必要的政策引导则能够更好地促进行业调整与提振消费之间的契合。

Improving Retail Service Supply and Tapping the Potential of Consumption

Expanding domestic consumption is of great significance for the transformation of economic development mode in China at present. This paper builds a theoretical model which considers the cost of purchase activities, and conducts econometric analysis based on 2009-2014 provincial panel data to show that, besides the “demand side” measures aimed at promoting consumption willingness, such as increasing household income and perfecting social security system, improving the supply of retail services can also play a positive role in tapping the potential of consumption, since the consumption is quite possible to be limited by constraints other than income, and leads to the phenomenon of giving up or curbing consumption, transferring or centralizing consumption places, and purchasing inferior goods. The transformation and upgrading strategy adopted by entity retail enterprises currently is consistent with the macro target of tapping consumption potentials. Further improvements combined with necessary guiding policies will better promote the transform of profit model for retail industry and meanwhile boost the consumption.