A Fuzzy Comprehensive Evaluation Method for B2C E-Business Decision Support

Liu Younan

Abstract

Nowadays, competition between modern enterprises is not only between products, but also between business models. When facing the rapidly changing competitive environment, companies should evaluate strengths and weaknesses of their business models constantly and make improvements to adapt to changes. This study is mainly from three aspects:

Firstly, this thesis analyses and identifies behaviour subjects for B2C E-retailer’s business model which includes B2C E-retailer, supplier, customer and third party company. Meanwhile, it extracts the most valuable activities of B2C E-retailer’s business model to illustrate relationship between each behaviour subject. What’s more, this paper analyses profit model of B2C E-retailers’ business model.

Secondly, based on the analysis of B2C E-retailers’ business model through literature review and consultation on research teams, the author designs an evaluation system upon nine business model elements which put forward by Osterwalder. Other than that, the author determines evaluation indicators including 4 first level indicators, 9 second level indicators and 20 third level indicators. After that, by using Analytic Hierarchy Process (AHP), the author calculates weights of the indicators according to judgment matrix given by experts to establish a business model evaluation system which is suitable for B2C E-retailer’s business model. The author selects Jingdong Mall, Amazon and a Hypothetical Model as examples to evaluate their business models by using evaluation system established and verify the feasibility of evaluation system.

Lastly, the author applies Fuzzy Comprehensive Evaluation Method (FCE) on business model evaluation system. By comparing results, the author analyses the strengths and weaknesses of their business model and puts forward the suggestion to Jingdong’s business model based on the evaluation results.