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Methods and Models for Analyzing the Efficiency of E-commerce Systems
Serhiienko O. A., Shapran O. Y., Sosnov I. I.

Serhiienko, Olena A., Shapran, Olena Ye., and Sosnov, Ihor I. (2019) “Methods and Models for Analyzing the Efficiency of E-commerce Systems.” Business Inform 11:140–149.
https://doi.org/10.32983/2222-4459-2019-11-140-149

Section: Economic and Mathematical Modeling

UDC 338.4

Abstract:
The publication explores methods of analyzing the efficiency of the e-commerce system; with consideration of the technology of organizing commercial activities in the current environment and the main instruments of e-commerce. The analysis and comparison of traditional and electronic marketing is carried out. The stages of e-marketing planning are provided. A conceptual scheme of modeling business processes in e-commerce with the help of UML Use Case Diagram Example is presented. An analysis of effectiveness of the on-line store “Lu bоutіquе” is carried out with the help of the Gооglе Аnаlytісs system, allowing to define the directions of improvement and optimization of the website, the main sources of customer engagement, the average check, conversion indicator and efficiency of an advertising campaign. An analysis of business processes in e-commerce is accomplished and proposals to improve their management are elaborated based on demand for products, using methods of modeling and information technology. Exponential smoothing models (Brown, Holt) and multi-factor models of loss formation are built, allowing to predict performance of the store and then make appropriate managerial decisions. It is defined that for the researched on-line store “Lu bоutіquе” first of all, the level of losses particularly is affected by: consumption of raw materials (tissue) per kg of clothing, percentage of clothing sales, and the cost of purchasing 1 kg of clothing. Based on the carried out simulation and analysis of the web resource’s performance along with the website’s traffic indicators, ways to improve the efficiency of management of the on-line store are defined. The results can be applied to the e-commerce systems at micro-economic level.

Keywords: Business Process, e-commerce system, efficiency, evaluation, modeling, regression, correlation, UML, forecasting, exponential smoothing.

Fig.: 12. Formulae: 3. Bibl.: 15.

Serhiienko Olena A. – Doctor of Sciences (Economics), Professor, Professor, Department of Entrepreneurship, Trade and Logistics, National Technical University «Kharkiv Polytechnic Institute» (2 Kyrpychova Str., Kharkіv, 61002, Ukraine)
Email: [email protected]
Shapran Olena Ye. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Economics and Marketing, National Technical University «Kharkiv Polytechnic Institute» (2 Kyrpychova Str., Kharkіv, 61002, Ukraine)
Email: [email protected]
Sosnov Ihor I. – Candidate of Sciences (Engineering), Associate Professor, Associate Professor, Department of Entrepreneurship, Trade and Logistics, National Technical University «Kharkiv Polytechnic Institute» (2 Kyrpychova Str., Kharkіv, 61002, Ukraine)
Email: [email protected]

List of references in article

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