Research On The Comprehensive Evaluation Method Of The Efficiency Of Electronic Commerce Listed Enterprises Based On DEA

With the development of computer and network, the scale of network economy expands constantly, which overturns the traditional business model, all kinds of electronic commerce enterprises emerge in endlessly. However, the actual operating conditions of enterprises are difficult to be directly expressed, and the operating efficiency can be regarded as the key factor to measure the development of the enterprises. At present, the research on the efficiency of the electronic commerce listed enterprises is mostly about the corporate finance and website construction, and the evaluation method is relatively single. The evaluation indicators selection is subjective, and the correlation between the indicators is obvious. Therefore, the efficiency comprehensive evaluation method is put forward based on previous research results, to provide reference for the enterprises improve the efficiency. The indicators selection is more representative, the evaluation method is more reasonable, the analysis process is more specific and thorough, the evaluation result is more objective in the comprehensive evaluation method.Sixteen related indicators about the electronic commerce listed enterprises are selected from two aspects, business performance and website construction achievement. The comprehensive evaluation method for the efficiency of electronic commerce listed enterprises is put forward based on three-stage DEA(Data Envelopment Analysis) and combined with the factor analysis, cluster analysis and regression analysis by analyzing and comparing efficiency evaluation method of electronic commerce enterprises at home and abroad. The three-stage DEA is proposed based on the basic BCC model, the super efficiency SBM model, the dynamic Malmquist index model. The comprehensive evaluation method is verified by examples.Firstly, the sample enterprises should be selected and the evaluation indicators should be determined. Thirty representative electronic commerce listed enterprises are selected as the samples from different types of electronic commerce enterprises. In order to overcome the subjectivity in the process of indicators selection and reduce the correlation between the indicators, the factor analysis is selected to reduce dimensions of the sixteen evaluation indicators. Four representative factors are attained as the evaluation indicators of DEA.Secondly, the three-stage DEA efficiency analysis method is used to analyze the efficiency of thirty enterprises from the static and dynamic aspects. The enterprises efficiency rankings segmentation and analysis results are obtained. Then the cluster analysis method is used to make further analysis on the thirty electronic commerce enterprises classification and the overall situation by using four representative indicators. Then the regression analysis method is used to analyze the correlation between the evaluation indicators and the super efficiency of comprehensive technology and pure technology of enterprises. The significant correlation indicators of the super efficiency of comprehensive technology and pure technology are selected respectively, the correlation coefficient of the two super efficiency values and the significant correlation indicators are calculated. The key influencing factors of the two super efficiencies are determined by analyzing the value of the standard coefficient.Finally, the efficiency of the electronic commerce enterprises is evaluated and analyzed, and the existing problems are put forward. According to the present situation and the trend of the development of electronic commerce in China, the improvement measures and the future development direction of enterprises are proposed, to provide the decision-making basis for the enterprises to enhance the core competitiveness and operate effectively.