Academic Journal of Business & Management, 2023, 5(23); doi: 10.25236/AJBM.2023.052314.
Jiang Wenjie
School of Economic &Management, Guangxi Normal University, Guilin, China
Establishing an evaluation indicator system to comprehensively assess a company's capabilities is an important means of maintaining balanced development. Most existing research primarily focuses on evaluating traditional brick-and-mortar companies, with limited research on evaluation standards for the e-commerce industry. Many studies tend to consider only financial indicators, leaving a gap in the development of a comprehensive evaluation indicator system for the e-commerce industry. This article utilizes the principles of the Balanced Scorecard (BSC) to conduct research on evaluation standards for e-commerce enterprises, with the aim of establishing an evaluation standards system for e-commerce companies that takes into account both financial and non-financial perspectives. JD Group is a leading e-commerce enterprise in China, and this article uses JD Group as a case study to introduce e-commerce evaluation standards indicators and conduct an analysis. The analysis reveals that JD Group's financial performance is relatively weak, with profitability struggling to keep up with revenue growth. However, in terms of non-financial indicators, JD Group performs exceptionally well. The article evaluates JD Group's performance and provides improvement recommendations.
E-commerce Enterprise; Performance Evaluation; BSC Balanced Scorecard
Jiang Wenjie. Performance Evaluation and Strategic Recommendations for JD Group Based on the Balanced Scorecard. Academic Journal of Business & Management (2023) Vol. 5, Issue 23: 91-97. https://doi.org/10.25236/AJBM.2023.052314.
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