Risk Factors Analysis And Risk Countermeasures Of Mobile Commerce Based On LBS

With the advent 4G era and the rapid development of wireless network technology, miniaturization and intelligence of mobile terminal, mobile data business processing gradually mature, and the number of mobile users is growing rapidly, mobile commerce has gradually become the future development trend of e-commerce, and LBS technology has become the standard configuration of mobile commerce related applications. Due to the changing business environment of mobile commerce based on LBS, each new service development and management are faced with a series of detailed risk assessment process, such as the value chain, the market risk prediction and the future earnings analysis. Although there is a part of the research on the risk of the mobile commerce based on LBS in the current literature, it is lack of systematic analysis and assessment of the mobile commerce risk based on LBS and the research of risk response strategy.For this purpose, this article is based on the summary of LBS related research, the characteristics of mobile commerce and enterprise risk management theory, combination with the actual situation of risk assessment and control of mobile commerce based on LBS, investigation the existence of the risk Using Delphi method, using a combination method of qualitative and quantitative to classify and sum up many risk factors of existence, and based on this, the fuzzy comprehensive evaluation method based on the analytic hierarchy process is used to analyze the risk of mobile commerce based on LBS, establish a complete and effective risk assessment system, put forward the risk countermeasures from the aspects of enterprise value chain cooperation and enterprise diversification development. Specifically, the main work of this paper is as follows:(1) Using Delphi method to investigate the risk of mobile commerce based on LBS. Establish a group of experts to survey risk factors through three stages,and do reliability test to the members of the expert group and the results of the survey by SPSS17.0 and related indexes, then obtain the 18 risk factors. According to the risk classification structure in the existing research literature, the risk factors are divided into 5 types: economic environment risk, market risk, technical risk, cultural environment risk and policy environment risk. In the whole, it is the foundation for the study of risk assessment and risk countermeasure.(2) On the basis of risk factors survey, the risk evaluation system based on AHP and fuzzy comprehensive evaluation method is constructed, to assessment the risk of mobile commerce based on LBS, combined with the survey data for empirical analysis and evaluation, found that the current risk of mobile commerce based on LBS is medium, it also shows that the mobile commerce based on LBS has some improvement in risk security, and should focus on the control of its market risk, for technical risk, economic environment, policy environment and cultural environment risk control can not relax.(3) According to LBS mobile commerce risk evaluation based on analysis results, drawing on the risk of sharing theory, we proposed a risk sharing approach based on LBS for mobile commerce, LBS platform operators or service providers can make adjustment of returns and risk sharing according to market changs in life cycle of mobile service based on LBS. At the same time, combined with the portfolio theory, we proposed service portfolio strategy.