Research On The Application Of Eva In The Performance Evaluation Of B2C E-commerce Enterprise

With the wide application of the Internet on a global scale,e-commerce has developed rapidly.The B2 C e-commerce market is particularly strong momentum of development,such as Tmall,Jingdong Mall,Pinduo,Vipshop,etc.B2 C e-commerce enterprises will inevitably face the financing problems in rapid expansion phase,whether through listing,merger and acquisition,reorganization or venture capital.It is necessary to make a reasonable and accurate evaluation of the operating performance of B2 C e-commerce enterprises.Reasonable and accurate performance evaluation has a direct impact on the improvement of enterprise management level and the realization of expected goals.However,the traditional performance evaluation method adopted by B2 C e-commerce enterprises in China is based on accounting profit,which emphasizes the debt capital cost and neglects the equity capital.The cost makes the performance evaluation results of B2 C e-commerce enterprises lack of authenticity.EVA is a relatively advanced performance evaluation system.It not only takes into account the cost of equity capital of enterprises,but also makes necessary adjustments to some accounting subjects to avoid the possibility of artificial manipulation of profits,which can reflect the real value created by B2 C e-commerce enterprises.This paper mainly uses case analysis method,selects B2 C e-commerce enterprise Jingdong as the research object of the case,and evaluates the enterprise performance based on EVA.This paper firstly introduced the concept of performance evaluation,traditional performance evaluation method,EVA performance evaluation method,and then compared and analyzed the difference between EVA and traditional performance evaluation method on this basis.Secondly,after analyzing the current situation of performance evaluation of B2 C e-commerce enterprises in China,the feasibility and necessity of EVA in performance evaluation of B2 C e-commerce enterprises are analyzed,and it is considered that EVA index is reasonable to evaluate the performance of B2 C e-commerce enterprises.Then,taking jd as the research object for case analysis,EVA performance evaluation system was introduced,its annual financial report from 2014 to 2017 was selected as the data support to calculate and analyze EVA value,and compared with the traditional financial performance evaluation system for analysis,and finally concluded that the application of EVA performance evaluation method in Jingdong is effective.Finally,according to the performance evaluation of EVA of Jingdong Company,we can draw inspiration: theapplication of EVA will reduce the short-sighted behavior of enterprises,create value for shareholders,and eliminate the manipulation of accounting profits to a certain extent,which can more truly reflect the value created by B2 C e-commerce enterprises than the net profit index.