Evaluation of service innovation capability of imported cross-border intelligent E-commerce platform

The cross-border e-commerce is born in the field of international trade within the social context of economic globalization and the rapid development of the Internet technologies. Numerous B2 C cross-border intelligent e-commerce platforms are set up one after another. The importance of service innovation is recognized gradually but is not fully known and the evaluation system of their service is not sound. Therefore, how to scientifically evaluate and improve the ability of the service innovation of cross-border intelligent e-commerce platform is a hotspot. The development mode and problems of imported e-commerce retail platform are mainly focused, but the studies on intelligent innovation of cross-border e-commerce platform and on its evaluation and analysis are relatively few. To make up for the lack of understanding, four imported cross-border intelligent e-commerce retail platforms in China were chosen as the objects. Second, the evaluation model of imported cross-border intelligent e-commerce retail platforms was established based on factor analysis to obtain the evaluation index system, and these four platforms’ service innovation abilities were calculated and ranked for discussing the causes of their differences and indicating the routes clearly and definitely for the platforms to improve their service innovation ability. The results manifest that the market share and popularity of the intelligent e-commerce platforms are in direct proportion to the service innovation capability. Luxury brand marketing and high market share can significantly enhance the innovative service ability. The conclusions have a certain guiding significance for the development imported cross-border intelligent e-commerce platforms.