I 摘要 近年来，国内生产总值稳步上升，城镇居民的收入水平也有所提高，消费结 构呈现科学发展趋势。基于当前宏观经济发展平稳的时代背景，网络零售行业凭 借大数据时代提供的便捷条件迎来了全新的发展机遇，呈现爆炸式增长，从2013 年起，中国零售电商市场已经连续七年占据世界首位。在市场需求不断攀升的环 境下，零售电商企业发展规模急剧扩大，两极分化的市场格局逐步形成。然而， 伴随着科技进步和消费升级，企业同质化严重、成本居高不下、大数据应用乏力 等多重问题凸显出来。在此背景下，研究和构建零售电商企业核心竞争力评价指 标体系具有重要意义。 AM商城是我国零售电商行业内受消费者欢迎且具有较高知名度的企业，为更 好的对其核心竞争力进行剖析，本文首先阐述了企业核心竞争力和零售电商企业 的相关理论，参考国内外关于构建核心竞争力评价指标体系的文献研究，通过对 AM商城的发展现状展开SWOT分析，为后续评价指标体系的构建提供了理论和 现实依据。为了获得更加真实可靠的数据，本文设计了AM商城核心竞争力影响 因素的调查问卷，筛选了22个具有代表性的影响要素，将问卷结果回收后进行了 科学统计分析，然后运用因子分析法提取出影响其核心竞争力的五方面要素，并 进一步确定权重，从而构建出AM商城核心竞争力的评价指标体系。采用模糊综 合评价法计算AM商城核心竞争力得分，对评价结果进行分析，找出其核心竞争 力存在的问题并分析原因，分析结果与其市场表现一致，从而使得指标体系的有 效性和实用性得到验证。最后，本文从五个方面提出AM商城提升核心竞争力的 可行性对策。通过以AM商城为研究对象构建核心竞争力评价指标体系，可以帮 助AM商城解决现有问题，也对我国同类型零售电商企业采取措施提升核心竞争 力具有一定的参考价值和借鉴意义。 关键词：零售电商企业；核心竞争力；评价指标体系；因子分析法；模糊综合评 价法 Abstract II Abstract Inrecentyears,theGDPhasrisensteadily,theincomelevelofurbanresidentshas alsoimproved,andtheconsumptionstructurehaspresentedascientifictrendof development.Underthecurrentbackgroundofstablemacroeconomicdevelopment,the onlineretailindustryhasusheredinanewdevelopmentopportunitywiththeconvenient conditionsprovidedbytheeraofbigdata,showingexplosivegrowth.Since2013, China'sretaile-commercemarkethasoccupiedthefirstplaceintheworldforseven consecutiveyears.Intheenvironmentofrisingmarketdemand,thedevelopmentscale ofretaile-commerceenterpriseshasexpandedsharply,andthemarketpatternof polarizationhasgraduallyformed.However,withtheprogressofscienceand technologyandtheupgradingofconsumption,manyproblemssuchasserious homogenizationofenterprises,highcostandweakapplicationofbigdatahavebecome prominent.Inthiscontext,itisofgreatsignificancetostudyandconstructthe evaluationindexsystemofthecorecompetitivenessofretaile-commerceenterprises. AMmallispopularwithconsumersandretailelectricityfirminourcountrythe industryhavehighvisibilityoftheenterprise,forbettertoanalyzesitscore competitiveness,thisarticlefirstelaboratedtheenterprisecorecompetitivenessand relatedtheoryofretailelectricityenterprise,referenceathomeandabroadonbuilding corecompetitivenessevaluationindexsystemofliteratureresearch,Throughthe developmentstatusofAMmallSWOTanalysis,andfortheconstructionofthe follow-upevaluationindexsystemprovidesthebasisintheoryandinpractice.Inorder toobtainmorereliabledata,thisthesisdesignstheAMmallonthefactorsofcore competencequestionnaire,screeningtheinfluenceof22representativeelements,and recoveryaftertheresultsofthequestionnairetothescienceandstatisticalanalysis,and thenusingthefactoranalysismethodtoextractthefivefactorsaffectthecore competitivenessofthe,andfurthertodeterminetheweights,soastoconstructanAM mallcorecompetitivenessevaluationindexsystem.Thefuzzycomprehensive evaluationmethodisusedtocalculatethecomprehensivescoreofAMmall'score competitiveness,andtheevaluationresultswereanalyzed.andtheresultisconsistent withitsmarketperformance,sothattheeffectivenessandpracticabilityoftheindex systemareverified.Finally,thisthesisfromfiveaspectsofAMmalltoenhancethecore Abstract III competitivenessofthefeasibilityofcountermeasures.BytakingAMmallasthe researchobjecttobuildthecorecompetitivenessevaluationindexsystem,itcanhelp AMmalltosolvetheexistingproblems,butalsoforthesametypeofretaile-commerce enterprisesinChinatotakemeasurestoimprovethecorecompetitivenesshasacertain referencevalueandsignificance Keywords:retaile-commerceenterprises;corecompetitiveness;evaluationindex system;factoranalysismethod;fuzzycomprehensiveevaluationmethod 目录 I 目录 摘要....................................................................................................................................I Abstract.............................................................................................................................II 第1章绪论.....................................................................................................................1 1.1研究背景及意义.................................................................................................1 1.1.1研究背景...................................................................................................1 1.1.2研究意义...................................................................................................2 1.2国内外研究现状.................................................................................................2 1.2.1企业核心竞争力研究现状.......................................................................2 1.2.2电商企业核心竞争力研究现状...............................................................4 1.2.3企业核心竞争力评价指标体系的研究现状...........................................5 1.2.4文献述评...................................................................................................6 1.3研究方法.............................................................................................................6 1.4研究内容、技术路线图和创新点.....................................................................7 1.4.1研究内容和技术路线图...........................................................................7 1.4.2创新点.......................................................................................................7 第2章相关理论概述.....................................................................................................9 2.1零售电商企业相关理论.....................................................................................9 2.1.1电商企业的概念和特点...........................................................................9 2.1.2零售电商企业的界定...............................................................................9 2.1.3零售电商企业的基本竞争形态.............................................................10 2.2企业核心竞争力理论.......................................................................................11 2.2.1企业核心竞争力的定义.........................................................................11 2.2.2企业核心竞争力的特征.........................................................................12 2.2.3企业核心竞争力的构成要素.................................................................13 2.3评价指标体系构建的方法...............................................................................14 2.3.1层次分析法.............................................................................................14 2.3.2主成分分析法.........................................................................................14 2.3.3因子分析法.............................................................................................14 2.4本章小结...........................................................................................................15 第3章AM商城发展现状及SWOT分析..................................................................17 目录 II 3.1我国零售电商行业发展现状...........................................................................17 3.2AM商城企业概况.............................................................................................18 3.3AM商城SWOT分析........................................................................................19 3.3.1AM商城的优势分析...............................................................................19 3.3.2AM商城的劣势分析...............................