【硕士论文】基于分形理论的虚拟商店绩效评价研究

2009III2009IIIAbstractTheinnovationofinformationtechnology,whichisrepresentedbycommunicationtechnology,computertechnologyandnetworktechnology,hasbroughthumanbeingsintonetworkeconomicera.Internetisfamiliartomillionsofhouseholds.Ithasbeenbecomingagoodwhitherforeverydaylife,entertainment,learningandshopping.Atthemeantime,ourlifestyleandpatternofconsumptionarebeingchangedgenerally.Onlineshoppingwasconsideredasthefashionconsumptioninthepast,butitispopularamongtheordinarypeoplenow.E-commerceisnolongerstrangetous.In“ChinaInternetReport”,whichwaspublishedin2004,MaryMeeker,theMDofMorganStanley,indicatedthatinvestorsarestillunderestimatingtheimpactwhichtheInternetischangingtheglobalbusinessmodelandconsumerbehavior.WebelievethatChinawillbetheverymarkettoproveit.InJanuary2009,ChinaInternetNetworkInformationCenter(CNNIC)issueedChinaInternetDevelopmentStatisticsReport.ItshowedthatChinahadhave298millionnetizensbytheendofDecember2008,whichwasNO.1intheworld,thepopularizingrateis22.6percent,morethan21.1percentoftheglobalaveragelevel.Theutilizationrateoftheon-lineshoppingis25.0percent,74.0millionpeople,theannualgrowthrateisupto60percent.Comparedwith60.6percentinSouthKoreaand71percentintheUnitedStates,widegapsstillexists.Thisshowsthate-commerceofChinaisstillrelativelylaggard,meanwhileitimpliesthatChinahasahugepotentiale-commercemarket.B2B,B2CandC2Cplaythemainroleinpromotinge-commerceinChina.VirtualstoressuchasB2Baremorepopularamongtheordinarypeople.Althoughthevirtualstoresarenotlargenow,goodmomentumofdevelopmenthasemerged.Alongwiththeincreasingofnetizens,theproportionofonlineshoppingissteadilygoingup.ItcanbeexpectedthatinthenearfutureAbstractIVvirtualstoreswillbeaspopularassupermarketchainsnowadays,thendevelopacertainscale.Drucker,themasterofmanagement,said,“Youcannotmanageifyoucannotbeabletoevaluate”.Fromhiswordswecanseetheimportanceoftheevaluationinmanagement,especiallyinperformanceappraisal.Afteroperationforawhile,weshouldmakeanassessmentandevaluationofouroperatingresultsinordertofindoutinadequaciesintheoperationinthepastandthenimprovethem.Theprocessofoperationandmanagementmaybecomemoreperfectandscientific.Asanew-bornthing,virtualstoresreallyneedperformanceappraisal,intheprocessofevaluation,continuouslyfindandsolveproblems,improvemanagementandmakevirtualstoresmature.Manyscholarshavemadetherelatedresearchonperformanceevaluation,butscarcelyonperformanceevaluationofvirtualstores.Underthisverybackground,thearticlemakesaprobeintotheperformanceevaluationofvirtualstores.Itbasesontherelatedtheories,theperformanceevaluationindexsystemofvirtualstores,fractalevaluationmethodsandempiricalanalysis.Thispaperintroducestheconceptandcontentofvirtualstores,analysesthenetworkeconomictheory,performanceevaluationtheory,thecauseofperformance.ThepaperbuildsaperformanceevaluationindicatorsystemofvirtualstoresfromthequalityofWebsites,infodiffusion,businessfunctions,learningandinnovations,corporateculture,financialperformanceandsoon.Anditalsointroducesfractalmethodsofchaosandfractalmathematicsandbuildsperformanceevaluationmodelofvirtualstores.Findlayitchoosesthreevirtualstoresasempiricalstudiesandgetsthecorrespondingconclusion.Thereforethispaperhasadirectivesignificancetotheself-evaluationofvirtualstores,andofferspropersuggestionforfuturedecisiontoimprovetheirmanagement.Keywords:virtualstores,performanceevaluation,fractaltheory[].:,2000.218200919220132009212221415.20092322420092518.[EB/OL].[].,2002.2333020093133220093333424.,.;,..:25.[].:,20048-12.=1620093543620093743820093944020094144220094344420094554626[]20094727548ilipiaiiipla=0loglimloglpLa→=11()()qiNNqiiiixqpLa====∑∑qD01log()lim1logqlXqDqL→=-ia0D10loglimlogiilppDL→=∑2DqD20094955028293031200951G=X×111211,,...,nxxx212222,,...,nxxx313233,,...,nxxx414244,,...,nxxx515255,,...,nxxx616266,,...,nxxx1nE2nE3nE4nE5nE6nEiNni=∑i552iijxjijijjxxyS-=ijyijxjxjS11kjijixxk==∑211()1kjjijiSxxk==--∑12(,,...,)iiiiniyyyy=ninini×iy12Z(,,...,)TiiiiniiZZZAY==ijZ12,,...,iiiniYYYiYBnini×ni1l2lnil12,,...,niaaa12(,,...,)niAaaa=iY1234,,,ZZZZijZNE()NJijdijZmax{,0}ijijZZd=ijijZZd⇒+()NJijZ0≥2009530rNEijdrnRrN=ijZ,2()()(1)ijijCrHrdNN=--∑1,0()0,0xHxx⎧=⎨≤⎩→→2()Crr∝()NJ2ln()/lnDCrr=ln()Crlnr2Dln()Crlnr2D2D2D2Dln()Crlnr0r∀ln()Crln()Crln()CrlnrDD65432332009556563420095735