电子商务网站竞争力评价指标体系研究内容摘要电子商务近几年得到了快速发展，竞争也日趋激烈。对于电子商务网站而言，充分地评估和了解自身所具有的竞争力，有利于加强网站建设，改善其网站的质量，是企业提升竞争力水平并获得竞争优势的前提，也是目前亟待解决的一个问题。本文运用层次分析法统筹考虑了电子商务网站的特性和各种指标属性，构建了一个电子商务网站竞争力评价的多指标递阶层次结构，并通过指标间的重要性比较计算出各项指标的权重分值，最终完成了一个电子商务网站竞争力评价指标体系的建立，将网站的竞争力水平量化。最后，以对淘宝网的竞争力评价为实例验证了该指标体系可行性。关键词：电子商务网站竞争力评价指标层次分析法CompetitivenessEvaluationIndexSystemResearchofE-commerceWebsitesAbstractInrecentyears,E-commercehaveachievedrapiddevelopment,soascompetitionisintensifying.Fore-commercesite,fullassessmentandwellknownoftheircompetitiveness,infavourofstrengtheningtheconstructionofWebsites,improvethequalityofitswebsite,whichisaprerequisiteforenterprisestoenhancecompetencelevelandgaincompetitiveadvantage,andalsoaproblemtobesolved.Applicationofhierarchicalanalysismethodinthisarticle,takingintoconsiderationonthecharacteristicsandindicatorsofthee-commercesiteproperties,builtingane-commercewebsitecompetitivenessevaluationofmulti-passclassstructure.Throughtheindexweightingoftheimportanceofcomparisonbetweenthecalculatedindicatorsscore,thencompletedacompetitivenessevaluationindexsystemofe-commercesite,competitivenesslevelofquantization.Finally,indexingsystemofevaluationforinstancetoverifythefeasibilitythroughtoTaobao'scompetitiveness.Keywords:E-commerceWebsitecompetitivenessEvaluatingindicatorAnalyti-calHierarchyProcess目录序言......................................................1一、电子商务网站竞争力评价的相关理论......................2（一）电子商务网站评价的方法...........................2（二）网站评价体系的代表类型...........................2（三）电子商务网站竞争力的实质.........................3二、电子商务网站竞争力评价指标体系的建立..................4（一）指标设计原则....................................4（二）指标确立依据....................................4（三）指标体系的建立..................................5三、指标体系解析..........................................6（一）信息指标B1......................................61.信息内容的吸引力C11..............................62.描述的详尽程度C12................................63.信息的分类、数量及质量C13........................6（二）服务指标B2......................................61.交互性C21........................................72.检索功能的多样及有效性C22........................73.物流跟踪C23......................................74.个性化服务C24....................................75.物流与配送C25....................................86.售后保障C26......................................8（三）品牌指标B3......................................81.知名度C31.......................................82.经营业绩C32.....................................83.信誉指标C33.....................................94.推广力度C34.....................................9（四）技术指标B4.....................................101.浏览器兼容性C41................................102.安全性C42......................................103.链接的有效性C43................................104.网站响应速度C44................................10（五）网站设计指标B5.................................101...
