Economies Of Scale And Competitive Advantage: A Research On The Operation Efficiency Evaluation Of E-commerce Listing Corporations

With increasing competition in the field of electronic commerce, enterprises which havesome competitive advantage often exhibit economies of scale to some extent. Operatingefficiency of e-commerce companies can characterize its competitive or competitiveadvantage. Conduct in-depth research into the operating efficiency of the e-commerceenterprises, and enhance the proposed strategy on the efficiency, will have important practicalsignificance. However, relative research on the competitive advantage of e-commerce isrelatively small and not systematic, and it lacks of a scientific method which can not berestricted by network economic characteristics to explain the advantages of economies ofscale and competitive relationship. Therefore, this paper starts from the concrete practice,with the economies of scale and competitive advantage theories, builds operating efficiencyevaluation index system of e-commerce enterprises, support decision-making to furtherenhance operational efficiency for relative enterprises.Firstly, this paper collated and summarized domestic and foreign research on economiesof scale and competitive advantages, clarify he concept and connotation of theory and therelationship between them, and on this basis, combining with the actual practice, built inputand output indicators of e-commerce of listed companies. Then selected15domestic andforeign e-commerce listing Corporation data, using data envelopment analysis, calculated thecomprehensive efficiency, pure technical efficiency and scale efficiency in2008-2012years,at the same time, selecting the year of2012as a typical year, measured the efficiency value ofvarious types of companies, conducted the horizontal and vertical analysis using these15enterprises’ efficiency value, then got the conclusion which the enterprises’ economies ofscale contributed greatly to the comprehensive efficiency, namely economies of scale hadgreat promotion to their competitive advantage.Finally, from the macro policies and regulations and micro enterprises level, combiningthe current situation of the development of e-commerce business in China, this paperproposed to countermeasures and suggestions enhancing the operating efficiency. This paperstudied the competitive advantage of e-commerce in order to regulate market competition andprovide useful help for enterprises to adjust the relationship between firm size and overallefficiency.