电子商务企业声誉评估方法

摘要

Corporate reputation evaluation is the basic work of corporate reputation management,is the powerful means to express reputa-tion values,and is the final determinant to obtain the competitive advantage. For the status of rapid development E-commerce,conduct a comprehensive research for corporate reputation evaluation method on E-commerce. First,clarify the evaluation index system and weight of corporate reputation on E-business. Then study individual index in two aspects,including inductive assessment method and design e-valuation form. Finally,study comprehensive evaluation including fuzzy comprehensive evaluation method of qualitative evaluation and linear weighted comprehensive evaluation of quantitative evaluation. The corporate reputation evaluation method on E-commerce has some scientificalness,practical application,also needs to combine the characteristics of different types E-commerce enterprises and its de-velopment for a depth study.%　　企业声誉评估是企业声誉管理的基础工作，是体现声誉价值的有力手段，是获得竞争优势的最终决定因素。针对电子商务迅速发展的现状，文中对电子商务企业声誉评估方法展开综合研究。首先阐明了电子商务企业声誉评估指标体系及权重；其次研究单个指标评估，包括归纳评估方式和设计评估表两个方面；然后研究综合评估，包括定性评估采用的模糊综合评估法和定量评估采用的线性加权综合评估法；最后通过具体实例来说明评估方法的应用。文中研究的电子商务企业声誉评估方法具有一定的科学性，实际应用时还需要结合不同种类电子商务企业的特点以及电子商务的发展进行深入研究。