便捷经济:数实融合促进消费的机制与路径OACHSSCD

How to expand domestic demand and boost consumption is an important issue facing China's economy and society at present,and one key pathway to addressing it is to activate new business forms through digital-real economy integration.On the one hand,China has developed a large-scale Internet market and built a comprehensive digital credit system.On the other hand,it boasts a solid foundation in the real economy,a complete range of goods and services,and well-developed urban infrastructure.Combining the strengths of the digital economy and the real economy can further unleash and create consumer demand.In practice,certain platform firms are exploring a new consumption format that differs from traditional brick-and-mortar stores,e-commerce,and food delivery,by connecting full-category brick-and-mortar merchants and home-delivered services to online markets;through online ordering,nearby matching,and instant fulfillment,it fills the market gap between far-field and near-field scenarios and between online and offline channels,and promotes a shift from goods-centered physical consumption to people-centered service consumption. Based on observation and abstraction from practice,this paper proposes the concept of the"on-demand economy",which refers to the sum of various economic activities that meet consumers' needs for immediacy and convenience,covering the entire process from the emergence of consumer demand to its rapid and precise fulfillment.The on-demand economy enables the migration of goods and services across all sectors of the real economy into the digital space,facilitates dynamic matching based on users' real-time locations,and delivers a consumption experience characterized by"what one wants is what one gets".The theoretical underpinning of the on-demand economy lies in transaction cost theory.Current consumption behavior involves three types of transaction costs:transportation costs,time costs,and uncertainty costs.By promoting the division of labor,the on-demand economy reduces transaction costs and enhances the efficiency of consumption behavior. This paper proceeds to analyze the operational mechanism of the on-demand economy and finds that the demand side of the on-demand economy consists of shortening fulfillment time,reducing transaction costs,and satisfying the consumption preferences of heterogeneous demographic groups;the supply side is composed of brick-and-mortar merchants connected online,efficiently allocated delivery-rider networks,and diverse home-delivered services;digital platforms drive the operation of the on-demand economy by connecting users,distributing traffic,and coordinating digital technologies;data elements enter the production function of the on-demand economy,enabling an efficiency leap. The on-demand economy can play an important role in promoting consumption,increasing employment,advancing industrial transformation and upgrading,and deepening digital-real economy integration.To better develop the on-demand economy,it is necessary to use subsidies to stimulate cross-side network effects in the early stages of the industry,encourage innovation to achieve flywheel effects in the mature stage of the industry,and adhere to the principle of balancing development and regulation in regulatory governance to address possible monopolistic behavior and involution-style competition in the on-demand economy. The contribution of this paper lies in its systematic theoretical exploration of the emerging on-demand economy-a new consumption format-from the perspective of digital-real economy integration.It compares the distinctions and advantages of this format relative to existing ones,and analyzes the pathways through which it promotes consumption.This is intended to encourage scholars to explore the economic regularities and potential economic impacts of the on-demand economy,help government agencies formulate scientific policies,and achieve the goal of boosting consumption and expanding domestic demand.