Impacts Of Product Diversification And Product Development Speed On E-commerce Enterprises Performance

With the rapid development of E-commerce, more and more Enterprises make a effort to come into the industry, trying to use the advantage of E-commerce to reduce the cost and improve the business performance. Then, as the industry now being highly competitive, what kind of strategy is more suitable for business development? And what factors can create more business value? This topic got more and more attention in the academic and practice field. On the one hand, Ma Yun proposed the concept "Small is beautiful", encourage E-commerce to focus on the major product; On the other hand, homogenization of competition put forward higher requirements for product richness and product development speed. This causes the disagreement on strategic choices for E-commerce enterprises. The academia research on E-commerce mainly focused on the business model, management and so on, research on e-commerce value creation was rare. Besides, based on the traditional business environment, the research of the impact of product diversification and product development speed on company performance is rich. Therefore, in this paper, the two are combined and impacts of product diversification and product development speed on E-commerce enterprises performance—supply chain ability as the moderator will be probed based on Resource-based view and the theory of E-commerce value creation.The research methods for this essay are dominated by the secondary data from data mining.218 samples are selected for the correlation analysis and multivariate regression analysis via SPSS to verify the research model, and the main conclusion is as followed:(1) Product diversification and product development speed of E-commerce have a positive influence on performance; (2) Product development speed has positive effect on the relationship between the product diversification and company performance; (3) The stronger the company's supply chain ability is, the more obvious the positive effect of impacts of product diversification and product development speed on E-commerce enterprises performance will be; (4) At different stage, product diversification and product development speed have different effect on performance:in the developing period, single product strategy is more suitable to E-commerce enterprises; in the period of growing, diversification strategy helps to improve the performance; But product development speed has a positive role in promoting enterprise performance at any stage.The whole article is organized by 6 parts. Part 1 mainly discusses the related theoretical & practical research background and presents the research purpose and research question; Part 2 provides a systematical literature review on product diversification and product development speed and supply chain ability, as well as some discussion on related theory and results; Part 3 proposes the research model and hypothesis based on literature review; Part 4 introduce a detailed description of the research method and research process. Part 5 analyzes the data collected sample, uses SPSS to do correlation analysis and multivariate regression analysis and test the model. The final chapter discusses the main results, implications as well as limitations and suggestions for further research.