| While Electronic Commerce is changing consumer habits in the age of the Internet, it has a great effect on traditional enterprises. Traditional enterprises begin to develop electronic commerce in a large scale, and participate in the competition of B2C market. In China B2C e-commerce develops rapidly and the competition is getting tougher recently. On the one hand, the comprehensive analysis and evaluation of the competition of B2C e-commerce websites can help them to find more accurate position in this market, adjust and improve their service according to the changing market, make effective competitive strategies and improving their own competitiveness. On the other hand, it helps consumers and investors to have a more rational choice on domestic B2C e-commerce website.Based on the summary of evaluation on domestic and foreign e-commerce, this paper describes the theoretical basis of the research on B2C e-commerce website competitiveness, analyzes the characteristics of domestic B2C e-commerce websites, and classifies domestic B2C e-commerce websites, which led to the research scope of this paper. Then by using the Comprehensive Analysis Method, this paper analyzes the influences of the domestic B2C e-commerce websites competitiveness after summarizing previous research. In order to be more objective and accurate, this paper draws a conclusion that the marketing capability, the website operating capability, the brand management capability, the merchandise category management capability, the information quality, technology capability and customer service capability are the six crucial factors effecting domestic B2C e-commerce competitiveness.On the basis of the theory of information science, enterprise management and economics, this paper adopts methods of webmetrics, analytic hierarchy process, website traffic statistics, fuzzy comprehensive evaluation, expert evaluation and questionnaire survey. With a combination of theory and practice, qualitative and quantitative, this paper analyzes B2C e-commerce website competitive factors. This paper builds a domestic B2C e-commerce website evaluation system on the principles of entirely, operatively, scientifically and comparably. The system contains6first-grade indexes,24second-grade indexes and49third-grade indexes which was built from perspectives of website operator, consumers, investors and competitors. Moreover, this paper ranks domestic B2C e-commerce website comprehensively and classifiedly. At last, this paper analyzes the experience of yougou.com, diagnoses its development, and proposes measures for enhancing its competitiveness. Key words:B2C e-commerce, evaluation of website competitiveness, evaluation index system, analytic hierarchy process... |
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