The Study On Factors Analyze And Comprehensive Evaluation Of B2C E-commerce Enterprises Growth Ability

In the process of current worldwide Internet Economic’s rapid development, theChinese e-commerce market is growing rapidly. Many B2C e-commerce enterprisessprang up in, and quickly died. The competitions are becoming fierce increasingly.The insufficient of enterprise’s growth ability, is the important reason for restrictingits development. To understand influence factors of B2C enterprise development, andkeep enterprises’ sustainable development is becoming the critica problem. Under thisbackground, this paper studies on the influential factors and evaluation of B2Ce-commerce enterprise growth ability.By summarizing the related enterprise growth theory, the dynamic capabilitytheory research, and combined with B2C enterprise’s characteristics the paperdiscussed the influence factors of B2C e-commerce enterprise growth ability from thedynamic perspective, and proceeded B2C enterprise growth ability evaluation, get ridof the limitations of regarding enterprise growth ability as a general,and static concept.The main works of this paper are as follows.First, the paper analyzed the connotation, operation mode and features of theB2C e-commerce enterprises, defined the B2C enterprise growth and B2C enterprisegrowth ability’s connotation, studied the growth environment from endogenous andexogenous perspective, built B2C e-commerce enterprise growth conceptual model.The endogenous power was divided into Resource Capability、Market Capability、Technology Capability、Management Capability four dimensions, which can befuther divided into Financial Resources ability, Human Resources ability, Marketingability,Product/Service capability, Core-technology capability, Technology Innovationcapability, Resources Coordination ability and Management and Operation abilityeight aspects.Secondly, this paper researched B2C Enterprise endogenous impact factors’influence degree on growth ability by using empirical research method, based on theendogenous enterprise growth theory perspective. Then this paper adopt path analysismethod of structural equation model to estimate the individual path’s parametervalues of conceptual model, evaluated model fitting degree by fitting index’scalculation. The influence degree of endogenous influence factors can be acquired,which respectively is Product/Service capability, Technology Innovation capability, Marketing ability, Financial resources, Core Technology ability, ResourceCoordination ability, Management Operation Ability, Human Resources ability frombig to small.In the end, this paper combined structural equation which represented objectiveand expert group decision AHP method which meant subjective to determine theweight of indicators, and built B2C enterprise growth ability comprehensiveevaluation model. Then the paper compared the growth ability of Jingdong Mall andDangDang from different factors and dimense, which can provide effective andfeasible suggestions and solutions for their continuous growth.