Model of multi-criterion diagnostics of the competitiveness of electronic trade enterprises

Abstract

The article is devoted to issues of assessing the competitiveness of e-commerce enterprises. Diagnostics of the competitiveness of enterprises is an urgent problem because in the conditions of a competitive environment enterprises must constantly analyze the results of their activities and determine their own viability. Currently, there is no and cannot be a single methodology for assessing competitiveness. This is due to the complexity of the problem and the peculiarities of enterprises in various spheres of activity. The purpose of the work is to build and test a model for assessing the competitiveness of e-commerce enterprises. The work summarizes the classification of methods for assessing the competitiveness of enterprises, proposes a methodology for assessing the competitiveness of an e-commerce enterprise, which is based on a multi-criteria model for assessing competitiveness. Based on the analysis of factors affecting the competitiveness of e-commerce enterprises, a system of indicators of the competitiveness of an e-commerce enterprise is proposed, which include indicators of the efficiency of the enterprise's functioning, indicators of the enterprise's market share and the dynamics of changes in market share, indicators of the effectiveness of the websites of e-commerce enterprises, in particular their usability, functionality, security. Approbation of the proposed political criteria model for assessing the competitiveness of e-commerce enterprises was carried out on the example of enterprises selling electrical goods and household appliances, an analysis of the financial statements of selected enterprises was carried out, the market share of each enterprise and the dynamics of its change were determined, the websites of enterprises were analyzed, including with the involvement of focus groups, it was determined the value of the integrated indicators of the competitiveness of the studied enterprises, the rating of their competitiveness, which makes it possible to draw a conclusion about the suitability of this model for application.