Research In Competitiveness Evaluation Of C2C E-Commerce Enterprises

The emergence of the Internet promotes economic globalization and makes the development of domestic market internationalization, e-commerce has a significant impact on the traditional method of enterprise. The C2C e-commerce has even more great impact on traditional marketing. The objective and comprehensive assessment and analysis on C2C e-businesses competitiveness is helpful for C2C e-commerce enterprises to find the accurate anchor point in the market competition, and adjust and improve the services according to the market changing, and then establish effective competitive strategies to enhance their competitiveness.The affecting factors on the C2C e-commerce enterprise competitiveness was firstly analyzed in this paper on the basis of the previous research about C2C business. In order to understand more objectively and accurately the impact factors of C2C enterprise users' selection, a questionnaire survey was made. According to the survey data, the main influencing factors include customer's online transaction cost, customer's satisfaction to the commodity and the service, the security and trust of transaction and the website's size and popularity. By considering comprehensively theoretical analysis results and survey data, proposing the C2C e-commerce businesses competitive evaluation system and calculating the index weight with the principal component anlysis and the comprehensive score. Finally taking paipai as a case study on the basis of this enterprise competitiveness evaluation index system, and making a summary for the enterprises competitiveness from the evaluation results, analyzing the constraints factors of paipai competitiveness and prposing the mehod to enhance the competitiveness.In the present paper, enterprise competitiveness evaluation were mainly performed by the factor analysis and principle component analysis, combined with the theoretical analysis and demonstration analysis, as well as the qualitative analysis integrated with quantitative analysis. Based on the economics and the management science, the competitive characteristics of C2C e-commerce businesses was analyzed, and the evaluation system of C2C e-businesses competitiveness was built. The quantitative evaluation model on the C2C e-commerce enterprise competitiveness was systematically studied by statistical method.