Research On Services Innovation And Risks Control Of Cross-border E-commerce Platform

The rapid development of cross-border e-commerce breaks the barriers between countries,makes international trade borderless and causes great changes in economy and trade of the world,in which cross-border e-commerce platforms have played a huge role.In this paper,we focus on the strategic planning of cross-border e-commerce platforms firstly,then westudy the service pricing problem based on thebilateral market theory,at the same time we identify and control the risks that may exist in the service,in this way can we ensure the sustainable development of the platform.Focused on the existing problems,the main work of this paper is as follows:Firstly,this paper studies the strategic planning andinno-vation mechanism of cross-border e-commerce platforms.By using SWOT theory,we analyze the development and untanglethe whole operating environment of cross-border e-commerce platforms.Then factor analysiscluster analysis and principal component analysis are adoptedto analysis the import and export comprehensive ability of cross-border e-commerce.Finally,for different types of cross-border e-commerce platforms,we adopt some methods such as case analysis,SWOT analysis and so on to untangle the characteristics and the development of all cross-border e-commerce platforms,at the same time,based on the traditional diamond model,we set"Equipmentimes" as an example and build a market positioning model of cross-border e-commerce platform.Secondly,this paper studies the issue of service pricing innovation mechanismof cross-border e-commerce platform based on the theory of bilateral markets.To be specific,under the structure of monopoly market,we build the usersutility function by takingservice quality,cross-network externality andbilateral uersers scale's impact on pricing of cross-border e-commerce platforminto considerition,and then the service demand functionof the platform is deduced.The service price,the usersscale and the maximum profit of the platformat equilibriumstateare also calculated under the objective of maximizing platform profit,in addition,we analyze the effect of three charging modes which include fixed annual fee,trading fee and two-part tariff on the service pricing and profit of the monopoly cross-border e-commerce platform.Research shows that the bilateral uersers scale and the optimal pricing of the platform are depended on the strength of the cross-network externalities between the bilateral uersers and the service quality of the platform.Further research shows that under thesituation ofthe monopoly cross-border e-commerce platform with fixed annual fee,transaction fees and two-part tariff,the bilateral uersers scale and the profit of the platform are the same.That means thatthere is no better mode between these three charging modes.Through the analysis of "Equipmentimes",we propose the significance of the pricing model to the platform.Thirdly,this paper studies the risk identification that cross-border e-commerce platform may be met.According to the risk types of cross-border e-commerce platform in the orders implementation process,combined with the examples of cross-border trades which are provided by "Equipmentimes",through data mining,knowledge discovery method and so on,the risk identification model of cross-border e-commerce is built andthe corresponding risk rules are refined;later according to the risk identification results ofcross-border e-commerce platform,we analysis of the influencing factors of platform operation risks,givethe principles of constructing the risk evaluation index system of cross-border e-commerce platform and establish the risk evaluation index system based on AHP.Finally,this paper does risk management research on the basis of risk identification.According to the historical data of cross-border e-commerce platform,it analyses the risk types and measures to be taken,designs the risk management processes and improves continuous.In order to maximize the expected utility of response measures,this paper takes the risk appetites of the platform and the budget levels of the response measures into the model,the interaction between the response measures is also under consideration and the risk management model is designed.Through the control process of the examples simulation model,it verifies the feasibility and reliability of the model,analyses the impact of different platform risk appetites and the budget levels on the ultimate maximum expected utility value.This research has certain theoretical and practical significance.Foucsed on the new trade carrier of cross-border e-commerce platform,we analysis the possible problems and the development environment,and also analysis the import and export capabilities and the market orientation and customer demands of cross-border e-commerce platform,which can provide referencesof strategies planning for cross-border e-commerce platform.Byusing the bilateral market theory,data mining and so on,we can build the service pricing model of the platform and the risk responsing strategies selection model.This paper pays attention to the platform service pricing,risk identification and risk control,at the same time,it sets cross-border e-commerce platformof equipment era as the background and proves that the model has a certain practical guiding significance.