The Study On The Competitiveness Of The E-commerce Platform Enterprise And Its Competitiveness Evaluation Under The Perspective Of Ecosystem

The platform model which is a new business model promotes the reform of the e-commerce industry and changes the competitive environment,way, and pattern of platform enterprises. With the rapid development of the platform model, it gradually forms the e-commerce ecosystem which is core in e-commerce platform enterprises. Thus the competition analysis of the e-commerce platform enterprise is more complex under the environment of e-commerce ecosystem because it considers both the competition with other e-commerce platform enterprises and the competition among the enterprises within the e-commerce ecosystem. Therefore, the constitution of competition in the e-commerce platform enterprise is more complex. It has a guiding significance to study its constitution and its assessment system under the perspective of ecosystem.Firstly, the dissertation states the basis theory related to the competitiveness of the e-commerce platform enterprise, including thenotion of e-commerce platform enterprise, the competitiveness theory of e-commerce platform enterprise and the theory of e-commerce ecosystem.And then it describes the notion and constitution of the competitiveness of the e-commerce platform enterprises. Namely, the competitiveness of the e-commerce platform enterprise is made up of the capability of creating value, sharing value, the concerted evolution and sustainable development. As the same time, based on the theory above mentioned, it proposes the evaluation model of the competitiveness of the e-commerce platform enterprise under the perspective of ecosystem. Moreover, the dissertation chooses the Majority Additive-Weighted Averaging to screen the original evaluation index which formed 4 first-level indicators, 28 secondary indexes. Then, it chooses the cloud model theory to evaluate the competitiveness of the e-commerce platform enterprise and establishes the evaluation model of the e-commerce platform enterprise.Finally, the dissertation puts 51 BOOK as the study object and collects the relation data to empirical analysis. After that, the dissertation put forward the corresponding reform strategy. The empirical results show that the competitiveness of case enterprise is the average level of industry and it is consistent with reality. Thus, the result verified the correctness of the evaluation model.