Formation of Indicators System for the Study of the Competitiveness of Multi-Brand Clothing Online Stores
The article is devoted to the study of issues related to the analysis of the competitiveness of organizations in the e-commerce market. The authors have developed a system of evaluation indicators that includes two groups of indicators: the potential and capabilities of the organization and the results of the organization’s activities. In turn, the objects of evaluation in this system are: goods, website, social networks, customer service processes, logistics processes. When choosing these indicators, internal factors affecting the activities of organizations were taken into account, as well as the peculiarities of the functioning of online stores of multi-brand clothing. The analysis of the competitiveness of organizations using this system of indicators will provide information that contributes to the development by business entities of the organization’s promotion strategy in the Internet environment, the concept of the site, as well as measures to manage the brand portfolio and improve the conditions for the sale of goods.