Research On The Performance Evaluation Of B2C E-commerce Website

With the rapid development of Internet economy, e-commerce industry got fast development. In recent years, various types of e-commerce sites emerge endlessly, the range of which involved almost all the areas of our daily life.The scale of B2 C e-commerce business in China has gradually expanded, also the proportion of B2 C e-commerce website in network shopping market is rising.At the same time, the B2 C e-commerce sites also exposed many problems in the development process. The managers of B2 C website need to know about the deficiency in the process of their business operation, grasp the changing requirements of consumers, providing higher quality products and services.Therefore, it is particularly important to carry out the B2 C e-commerce site evaluation.This paper took B2 C e-commerce site performance as research object, expound how to construct the performance evaluation model of B2 C e-commerce website, analysis the feasibility and necessity of B2 C e-commerce sites performance in our country. First of all,through relevant literature review, this paper introduces the connotation and classification of B2 C e-commerce sites, analyzes the key succeeding factors of B2 C e-commerce sites as the preliminary evaluation index required.Then, using the four evaluation dimensions of Balanced Score Card as the framework, determine the performance evaluation index dimension, this paper mainly divided into five parts: profitability ability, customer retention ability, website operation ability, web design ability and website development ability;using analytic hierarchy process(AHP), constructed the evaluation model for B2 C e-commerce sites, invite experts rated the index weight, using software Yaahp software computation, determine the weight of each evaluation index.Using the fuzzy synthesis judgment method, calculating the comprehensive performance score of website.Finally, we choose three representative B2 C e-commerce of our country to do the fuzzy comprehensive evaluation, through the expert scoring and questionnaire survey to collect data, using SPSS19.0 analysis software to classify and analysis of the questionnaire data,then according to the results of the research, we put forward some rationalization proposal for improving the performance of B2 C e-commerce sites.