Research On Small And Medium-sized Enterprises Select Cross-border E-commerce Platform Evaluation Index System

In recent years,China's cross-border e-comerce business has maintained a high growth rate of more than 20%annually,and the overall transaction size in 2016 reached 6.7 trillion yuan.Cross-border e-commerce has become an important means for China to open up international market and realize the comprehensive transformation and upgrading of foreign trade.For small and medium-sized enterprises(SMEs),the application of Cross-border e-commerce can effectively improve enterprise economic benefits,the rise of cross-border e-commerce provides a new way for SMEs to open the international market.But in the process of applying cross-border e-commerce,SMEs are limited by their own capital,scale and technology,and self-built cross-border e-commerce platform is costly and difficult.The cross-border e-commerce platform can provide enterprises with one-stop services such as logistics,capital and customs clearance,effectively reduce the cost of enterprises.Therefore,it is an urgent problem to establish the corresponding index system to evaluate and choose the corresponding index system for SMEs who want to develop cross-border business through third-party platforms.This paper adopts the method of combination of theory and empirical research,closely combining with the characteristics of cross-border e-commerce and small and medium-sized enterprises to construct small and medium-sized enterprises select the third party cross-border electric business platform model,through qualitative and quantitative methods to evaluate platform,decision-making for small and medium enterprises to provide countermeasures and Suggestions.On the basis of theoretical research,this paper combines with the field investigation of a cross-border e-commerce platform in zhejiang province,and establishes an index system of cross-border e-commerce platform for small and medium-sized enterprises.The system evaluates the platform from five aspects:platform characteristics,capital elements,information quality,system quality and service quality.By issuing questionnaires to the enterprises in xihu district cross border e-commerce industrial park,get 166 enterprises effective scoring results of each index,and then use the SPSS statistical software for further processing and analysis,obtaines small and medium-sized enterprises select cross-border e-commerce platform model.At the end of the paper,choose a hangzhou outdoor products company as an example,invite the company general manager choose four cross-border electric business platform interested in to scale,calculate the comprehensive evaluation score for each platform.Then analysis the characteristics of the four platforms,combined with the enterprise actual situation,the platform selection advice,consistent with the result of model calculation,means the small and medium-sized enterprises select cross-border e-commerce platform model has good reference value.