A Strategic Perspective Analysis for Improving Operational Inefficiency of E-commerce Based on Integrated BSC and Super-SBM Model

This paper aims to discover the springhead of inefficiency for e-commerce enterprises by analyzing the e-commerce companies' efficiency and revealing the main sticking point of the redundant input or insufficient output in China's e-commerce. Super Slack-based Measure (SSBM) model embedded in balanced scorecard (BSC) approach is applied in this paper to achieve the research objectives with the operational data of 52 list e-commerce enterprises in China. Finally, this paper puts forward suggestions to improve efficiency from four perspectives of financial, customers, internal business process and learning and growth.