从交易到物流：区域电商运行效率的分析

From Transaction to Logistics: An Analysis of Regional E-Commerce Operational Efficiency

摘要: 随着直播电商、各类线上交易平台的快速演进，线上系统交易与线下物流履约深度融合的复合型电商运行体系逐步完善并持续发展。针对这一复合型特征，在区域电商运行体系的研究中，更需要科学划分其内部运行结构。基于此，本文将区域电商运行系统划分为“线上下单”与“线下送达”两个阶段，运用含额外投入的两阶段网络DEA模型，基于《中国统计年鉴2025》数据，对我国31个省级行政单位区域电商运行效率进行测度与分解。研究表明，区域电商运行效率存在显著空间分异，上海、浙江和广东处于效率前沿，多数中西部地区整体效率偏低；从阶段结构看，整体呈现“前低后高”特征，第一阶段效率普遍低于第二阶段效率；不同地区效率损失环节存在明显异质性，部分高发展水平地区物流履约能力难以与订单增长需求同步。据此，线上交易效率偏低地区需推动线下消费场景向线上延伸，线上消费潜力未充分释放地区需聚焦民生消费场景促进消费能力转化，物流履约受限地区需强化物流基础设施投入与调配能力。本文揭示了区域电商运行效率的阶段差异及其匹配机制，为分阶段推进区域电商高质量发展提供了经验依据。

Abstract: With the rapid evolution of livestreaming e-commerce and various online transaction platforms, a hybrid e-commerce operating system characterized by the deep integration of online transactions and offline logistics fulfillment has gradually taken shape and continues to develop. In view of this hybrid nature, research on regional e-commerce systems requires a more scientific delineation of their internal operating structure. Accordingly, this study divides the regional e-commerce operating system into two stages, namely online ordering and offline delivery. By employing a two-stage network DEA model with additional inputs and using data from the China Statistical Yearbook 2025, the study measures and decomposes the operating efficiency of regional e-commerce across 31 provinces in China. The results show that substantial spatial disparities exist in regional e-commerce operating efficiency. Shanghai, Zhejiang, and Guangdong are located on the efficiency frontier, whereas the overall efficiency of most central and western regions remains relatively low. In terms of stage structure, the system as a whole exhibits a pattern of “lower efficiency in the first stage and higher efficiency in the second stage,” with the efficiency of the first stage generally lagging behind that of the second. Moreover, the sources of efficiency loss are markedly heterogeneous across regions. In some highly developed areas, logistics fulfillment capacity has failed to keep pace with the growing demand generated by order expansion. Based on these findings, regions with low online transaction efficiency should promote the extension of offline consumption scenarios into online channels; regions where online consumption potential has not been fully unleashed should focus on livelihood-related consumption scenarios to facilitate the transformation of consumption capacity; and regions constrained by logistics fulfillment should strengthen investment in logistics infrastructure and improve resource allocation capabilities. This study reveals the stage-specific differences and matching mechanisms in regional e-commerce operating efficiency, and provides empirical evidence for advancing the high-quality development of regional e-commerce in a stage-specific manner.