We study genuine tripartite entanglement and multipartite entanglement in arbitrary n-partite quantum systems based on complete orthogonal basis (COB). While the usual Bloch representation of a density matrix uses three types of generators, the density matrix with COB operators has one uniformed type of generators which may simplify related computations. We take the advantage of this simplicity to derive useful and operational criteria to detect genuine tripartite entanglement and multipartite entanglement. We first convert the general states to simpler forms by using the relationship between general symmetric informationally complete measurements and COB. Then we derive an operational criteria to detect genuine tripartite entanglement. We study multipartite entanglement in arbitrary dimensional multipartite systems. By providing detailed examples, we demonstrate that our criteria can detect more genuine entangled and multipartite entangled states than the previously existing criteria.