Study On The Effect Of Operating Ability On Small And Medium-Sized E-Commerce Enterprise Performance

With large development of e-commerce, the e-commerce enterprise which based on e-commerce increased rapidly in recent years. But up to now, the general level of e-commerce enterprise is still very low. Most of them are still on the initial stage of information dissemination and exchange. Meanwhile, the life cycle of e-commerce is very short so that most of them vanished in two or three years after the establishment, enterprise entity exchange very quickly. In addition to the leading comprehensive business platform like "Ali Department" and the individual vertical electric like "Vipshop", most e-commerce enterprises, especially small and medium-sized enterprises which as the mainstream of e-commerce enterprises, can rarely make profit. Even a considerable part of them faces a loss or death. Enterprise competence theory tell us: the reason of this circumstance lies in the lack of operating ability.Through a survey to e-commerce enterprise like "Wheat bags" and "three squirrels", which have a better development, we found that for a successful small and medium-sized e-commerce enterprises always include:product development ability, network generalization ability and cost control ability. However, there is still no common cognition of whether these three kinds of ability have any impact on enterprise performance and which one has the maximum effect on it. It has no effectively path telling us whether these ability have difference influence on enterprise performance when the enterprise in different stages. There is still no effective solution of whether these three kinds of ability have single influence on enterprise performance respectively or they have internal relations, and any two kinds of ability have interaction effect on enterprise performance. Based on this, this paper launches the research.This paper starts from the basic characteristics of small and medium-sized e-commerce enterprises. Based on the life cycle theory, through the research of whether operating ability have a different impact on the enterprise performance when it is in different life stage and their inner relationship has interaction effect on enterprise performance, this paper constructs a relation model of operating ability and the performance of E-commerce enterprise in small and medium size based on interaction effects. According to the characteristics of small and medium-sized e-commerce enterprises, this paper firstly analysis the impact of operating ability to the enterprise performance. Secondly, the small and medium-sized e-commerce enterprise is divided into three stages including start-up period, growing-up period, stable period so as to study the difference influence of operating ability on the enterprise performance in different stage. Thirdly, this paper study the interaction effect of the internal factors of operating ability on enterprise performance. This paper takes the small and medium-sized e-commerce enterprises in Zhejiang province as the research object, collecting the sample data, using the SPSS19.0to give an empirical test to the model. Finally, several management proposals are provided according to the findings, then relative limitations and further research are discussed.Main findings of the study are as following:(1) Product development ability, network generalization ability and cost control ability have significant positive impact on enterprise performance, but the influence degree of each is different. Among them, cost control ability have a relatively large impact on enterprise performance, then network generalization ability, product development ability affect less.(2) Influencing factors of enterprise performance is different when the enterprise is in different stages. And the same factors also have different influence on the enterprise performance when the enterprise is in different stages. Specifically speaking, when enterprises in start-up period, compared with network generalization ability and cost control ability, product development ability have a relatively large impact on enterprise performance; when enterprises in growing-up period, network generalization ability have a relatively large impact on enterprise performance compared with cost control ability and network generalization ability; when enterprises in stable period, cost control ability have a relatively large impact on enterprise performance compare to network generalization ability, while product development ability have no significant impact on it.(3) Product development ability and cost control ability have a positive interact impact on enterprise performance, network generalization ability and cost control ability also have a positive interact impact on enterprise performance; while product development ability and network generalization ability have no interact impact on enterprise performance.