Utility Evaluation Index System of Cross Border E-commerce Platform and the Innovation of Service and Strategy.

What is the factor structure of the customer utility existing in cross-border e-commerce platform? How should strategy and service be designed from this structure? Few studies have answered this question. This paper puts forward five main conclusions: (1) Customer utility is affected by five factors, among which three motivational factors are the most critical, showing three levels of customer utility. (2) Utility hierarchy model is built. Optimal service level is analyzed by service level programming based on complementary relaxation theorem and utility hierarchy model. (3) Relative strategic preference degree, common factor weight of index system, competitive environment are the factors that affect the weight of each strategic objective. (4) Under different strategies, the sensitivity of total utility to platform budget and client budget is different. Under the low cost strategy, the increase of customer and platform investment will greatly improve the total utility and promote the fulfilment of the strategic goal. (5) Research path of service strategy innovation is drawn, whose beginning is utility index system and factor structure. An analytical framework is provided for the strategic innovation, service innovation and system design of the cross-border e-commerce platform, which is helpful to improve the trade effect, operation mode and competitive advantage. [ABSTRACT FROM AUTHOR]