Research On Virtual Business Circle Of Brand Clothing Enterprice Based On B2C Model

With the rapid development of the Internet and the popularity of e-commerce,online shopping has become a new way of consumption,which has seriously affected the mode of business operation of traditional enterprises,the trade area of enterprises is from the solid shop transfering to the network shop which beyonds georaphical barriers to traditional sales.The real estate business theory of unlimited expansion of the scope of the enterprise sales is difficult to guide the business under the conditions of e-commerce.Therefore,it is more urgent and necessary for the research of virtual business circle with the developing of e-commerce platform of traditional enterprise.Based on the previous research results,this paper puts forward a number of factors influencing the evaluation of B2C virtual business circle,according to the actual situation of the brand clothing enterprises who choose to enter the site of the platform.The influencing factors are divided into 7 dimensions: website design factor,website technology factor,website service factor,website content factor,website flow factor,website competition factor and brand benefit factor.Factor analysis method was used to extract the common factors and load factors,therefore analyze the factors that customer and enterprises affecting,results include index of 7 one class such as system index,service index,competition index,flow index and bebefit index and index of 31 two class such as page design friendly,website security,logistics and distribution,payment methods,personalized,recommendation of goods,commodity price,browse,loss rate,hot search keywords,turn over index,conversion rate and so on.Finally,this paper constructs,the evaluation index system of brand clothing enterprises to choose B2C virtual business circle.According to the above index system,the AHP method is used to calculate the index weight.The results show that: in the first-class index,the largest proportion of benefits,followed by the flow factor,so these two indicators are the most important and nessary to focus on considering to be settled in the B2C fictious trade area.The next important indicators such as business factor,competition factor,service factor are nessary for enterprises entering the site to began to operation;In the second-class,Order conversion rate,the expected profit,expected sales,Social media and search engines affecting flow,store settled and operating cost are the most important evaluation index,followed by the impact of order quantity,site flow source,marketing channel and cost,number of registered users,abundance of goods,the quality assurance of the website goods,after-sale service,number of competing stores,personalized recommendation and logistics distribution are also important in the evaluation system.Based on the constructed evaluation index system and the index weight above,this paper selects the most representative integrated B2C website platform such as Tmall and Jingdong,as the case study using fuzzy comprehensive evaluation method to process data.The results are as follows: the core attraction of Tmall and Jingdong are both better,although Tmal's score is slightly higher than the Jingdong,but the benefit index which companies are most concerned about is the same in the two mall,so Jingdong has become the most competitive rival of Tmall in the market.The evaluation results are basically consistent with the actual development of the 2 shopping malls,thus the validity and practicality of the index system are verified.Finally,according to the research results of this paper,the author provides constructive suggestions for the development of website platform.