Research on the Internationalization Efficiency Measurement of China’s Cross-border E-commerce Standards Based on the Two-stage DEA ModelA Case study of Suning Tesco

Purpose/Significance Under the guidance of Xi Jinping thought on socialism with Chinese characteristics for a new era, the standard internationalization efficiency of China’s e-commerce enterprises is of strategic importance to China’s development of cross-border e-commerce and digital trade. Design/Methodology This paper proposes an evaluation index system of e-commerce standard internationalization efficiency from the perspective of e-commerce enterprises’ standard technology R&D investment and international business results output, and constructs a two-stage Data Envelopment Analysis (DEA) BCC model to measure e-commerce enterprises’ standard technology R&D efficiency and internationalization results transformation efficiency. Conclusions/Findings The results show that Suning Tesco has redundant R&D funds and R&D staff allocation in the process of improving the efficiency of standard internationalization and should specifically improve the efficiency of standard technology research and development and internationalization results transformation efficiency to achieve high-quality development of e-commerce enterprises, by actively exploring the international standard catching up path and promotion mechanism.