Research Into An O2O Corporate Competitiveness Evaluation System Based On Competitive Intelligent

In January 2017,the China Internet Network Information Center(CNNIC)published the 39th Statistical Report on China Internet Development.The Report showed that,by the end of 2016,the total number of netizens had reached 731 million in China,registering an Internet popularization rate of 53.2%.[1]China's Internet development has fueled the rapid development of the mobile terminal ecommerce model and the mobile ecommerce applications.Meanwhile,consumption models driven by popularity of the Internet are developing in the direction of sharing,intelligent equipment and diversified scenarios.Particularly,in recent years,China's Internet applications have increasingly realized importance of user experiences and consumption economy.Consumers also have a higher requirement of the 020(online to offline)business model.Under the 020 business model,many enterprises have to invest more time,energy and resources in the intense market competition.In-depth analysis and objective evaluation of competitiveness of the 020 business model can help enterprises accurately learn their competitors and adjust their business scope based on market changes.Therefore,study of competitiveness of the 020 business model is of vital significance to find out the accurate development strategies.This paper first analyzes relevant theories about the 020 model and the research status both at home and abroad.Second,based on online and offline characteristics of the 020 model,and referring to current academic ideas about user satisfaction degree and competitiveness evaluation system,an evaluation system integrating six primary indexes,including website design,service,technique,product,marketing and information.After further decomposition of the level-1 indexes,24 secondary indexes,including page design of the evaluation system,user experiences,information interaction,safeguard of legitimate rights and interests,service quality of merchants,platform service quality,etc.The secondary indexes can be further divided into 57 tertiary indexes,including the page layout,visual effects,novelty,uniqueness,convenience of navigation,personalized services,comfortability of shopping procedures,website interaction,artificial interaction,etc.Third,the Analytic Hierarchy Process(AHP)is adopted as the main research method and combined with the questionnaire survey to obtain the index weight of the evaluation system.Meanwhile,the weight coefficients obtained undergo the consistency test.After that,the 020 corporate competitiveness evaluation system is built.Finally,Meituan(meituan.com)is taken as the research object.Combining the domestic macroscopic situations,PEST analysis is conducted of Meituan.Then,the visual map is combined with the index weight in the competitiveness evaluation system for coefficient weighting.Next,Meituan is compared with the other six famous 020 platforms,including Dianping(dianping.com),Baidu Nuomi(nuomi.com),Koubei(koubei.com),Lashou(lashou.com),55tuan(55tuan.com)and Jingdong Daojia(daojia.jd.com)in terms of comprehensive competitiveness.The comparison results show advantages and disadvantages of Meituan.Based on the index system proposed in this paper,strategies to improve market competitiveness of Meituan are put forward.