Profesionnal Market Merchants E-Business Performance Appraisal And The Resrarch Of Influencing Factors Based On The Balancedscorecard

With the changing international trade, e-commerce, logistics and other marketing innovations, make all the specialized market competition fiercely increasingly. To enhance information competitiveness by using the platform of electronic business affairs, and to achieve business service level upgrade by promoting business mode conversion, have become an inevitable choice for most of the specialized market. E-commerce transactions, not only affect the development of the specialized market trends, but also directly affect the specialized market traders operating performance and future growth. In this background, the specialized market merchants’performance evaluation of e-commerce has become an important content to strengthen the management of the market, also become an important proposition worthy of study. Retrieving the existing literature, we can find that the specialized market researches of e-commerce are mainly in terms of both the fusion model, joint development of the transformation and upgrading; while researches on the specialized market performance are focused on business and market perspective. Therefore, research of e-commerce performance evaluation is few from the perspective of specialized market merchants. Therefore, this paper from the perspective of a specialized market traders, the performance of e-commerce development of the specialized market traders were evaluated, and the factors affecting the performance of the empirical analysis.Firstly, this article has defined the "specialized market merchant", considering the features of specialized market traders, and establishing a performance evaluation system of E-commerce Performance of the specialized market traders based on the Balanced Scorecard model. Secondly, we select fuzzy comprehensive evaluation model after comparing common performance evaluation model, and use AHP empowerment index system. And then appraisal the Hangzhou Evergreen clothing market merchant’performance of e-commerce with the raw data from Hangzhou Evergreen clothing market. Finally, Article analyzes the influencing factors of professional e-commerce market traders Performance wit PLSR model.The conclusions followed with research have been done:(1) The score of the e-commerce performance of Hangzhou Evergreen clothing market merchants is higher overall. Evaluation of outstanding merchant’s proportion is as high as 82.5%, evaluation is very good merchant’s ratio up to 35%.(2) From the point of view of space layout, development the electronic commerce trade imbalances. A random sample of six wholesale merchant uneven distribution of performance evaluation scores. Evergreen clothing market evaluation scores over 0.7 accounted for only 34.6%, while the women’s boutique market accounted for more than 0.7 score 73.4 percent. (3)Factors affecting businesses electronic commerce performance are mainly in the two dimensions of customer and learning development. Customer retention and growth factor is 0.518 and 0.441, the specialized market adoption rate coefficient was 0.338 proposal ranked third among all factors; electronic business platform information affecting sensitivity was 0.274.(4) Internal operational processes dimensions of e-commerce merchants performance is less affected, such as Network services friendliness and innovation capability of e-commerce transaction interface.