摘要：随着科技的发展和因特网的普及，人们的消费模式也随之变化，逐渐从线下的消费转变为线上消费。在这种环境下，电子商务网站正如雨后春笋一般蓬勃发展，相互之间的竞争也变得日益激烈。本课题希望通过对电子商务网站的评价研究，为相关网站提供一些参考性评价指标体系，同时对用户而言，该研究对其选择电子商务网站也提供了选择依据。电子商务网站的评价研究是相对复杂的，本文主要通过AHP(层次分析)法，基于调查分析和数据处理，提出评价指标，逐层建立目标层，准则层、子准则层和方案层，构建数学模型，对电子商务网站进行综合评价研究，深入研究各指标对电子商务网站的影响，并具体举例对现在盛行的电子商务网站淘宝、天猫和京东进行评价研究，从中分析并总结目前电子商务网站的优势与缺陷。最后以此为依据，提出一些可行性的建议给电子商务网站作为参考，提升其综合竞争力。73069

毕业论文关键词：电子商务网站；层次分析（AHP）法；指标体系

Research and assessment on E-commerce site based on AHP

Abstract:With the development of science and technology and the popularity of the Internet, people's consumption patterns also will change, gradually from the line of consumption into online consumption。 In this environment, e-commerce sites as mushroomed generally booming, competition between each other has become increasingly fierce。 Through the evaluation of e-commerce website, this paper provides some reference evaluation index system for the relevant website。 At the same time, the study also provides the basis for selecting the e-commerce website。 The evaluation of e-commerce website is relatively complex。 Based on AHP (Analytic Hierarchy Process), based on survey and analysis and data processing, this paper puts forward the evaluation index, builds the target layer, the criterion layer, the sub-criterion layer and the program layer, Model, the comprehensive evaluation of e-commerce sites, in-depth study of the impact of various indicators on e-commerce sites, and specific examples of the current popular e-commerce sites Taobao, Tianmao and Jingdong evaluation study, from the analysis and summary of the current e-commerce site The advantages and disadvantages。 Finally, based on this, put forward some feasible proposals to the e-commerce website as a reference to enhance its overall competitiveness。

Key words: E - commerce website; Analytic Hierarchy Process (AHP) method; Index system

目录

一、绪论 1

（一）研究背景和意义 1

1、研究背景 1

2、研究意义 1

（二）国内外电子商务网站研究文献综述 1

1、国外研究现状 2

2、国内研究现状 2

（三）研究内容和方法 3

1、研究内容 3

2、研究方法 4

二、电子商务网站相关理论的概述 5

（一）电子商务网站概述 5

1、定义和分类 5

2、优势和缺陷 6

3、我国电子商务网站的发展现状 6

4、我国电子商务网站发展趋势 7

（二）电子商务网站的发展 8