基于AFA法的淘宝网店竞争力评价研究  

Study on Evaluation of Online Store Competitiveness of Taobao Based on AFA Method

作　　者：邹欣[1] 付君实 丁丹[1] 

机构地区：[1]成都理工大学管理科学学院,四川成都610059 [2]都理工大学商学院,四川成都610059

出　　处：《物流科技》2015年第4期134-138,共5页Logistics Sci-Tech

摘　　要：随着电子商务的迅猛发展,网上购物变得越来越大众化,淘宝网店的数量也不断激增,从而导致网店之间的竞争异常激烈。文章从网店的设计与感官体验、服务能力、营销推广和买家满意度等四个方面建立了淘宝网店竞争力评价指标体系。根据指标体系的特点采用AFA综合评价法,并给出一个实例分析,对竞争力评价指标体系和评价方法进行了有效性验证。With the rapid development of E-commerce, online shopping is becoming more and more popular, and online stores of Taobao are also in ever-increasing numbers, which leads to fierce competition between these online stores. In this paper, die evaluation index system of online store competitive- ness of Taobao was built on the aspects of web design ＆ sensory experiences, service ability, marketing promotion and buyer satisfaction. According to the characteristics of this in- dex system, AFA-based evaluation method is adopted, and an illustrative example is given with the integrated model to veri- fy the validity of this approach.

关 键 词：网店 竞争力 AFA 

分 类 号：F713.365.2[经济管理—产业经济]