Research On Evaluation And Selection Of Online Retailers For Mobile Phone Products Based On Prospect Theory

With the maturity of Internet technology and the introduction of new retail concepts,online shopping has gradually surpassed traditional consumption methods and is moving toward the mainstream consumption mode of the society.The rapid development of the network economy has brought great impact to the traditional retail industry.Manufacturing companies have also realized the importance of exploring online retail channels.In 2017,the growth of China's mobile phone market has slowed down.Under the new situation,mobile phone manufacturers must actively adapt to changes in consumer spending behavior,integrate online and offline channels,expand customers,and meet the diverse consumer needs of various consumers.Get competitive advantage in a new market environment.Therefore,it is of great theoretical and practical significance to evaluate and select the online retailers of mobile products.This paper first summarizes and summarizes Chen Guo,a research on prospect theory,retailers and comprehensive evaluation model at home and abroad,and summarizes its research status and development trends.Second,it studies the theory of prospect theory and comprehensive evaluation methods involved in online retailer evaluation,and lays a theoretical foundation for the establishment of the evaluation model.Subsequently,the principles that should be followed when designing the evaluation index system were put forward,and the overall framework for the construction of the index system was established,including the four aspects of market,reputation,price,and management.At the same time,the two levels of the four aspects were elaborated separately.Definitions of indicators and third-level indicators and scoring methods.Thirdly,the data is preprocessed by the proportion method in the normalization method.The weights of the indicators are calculated by using the subjective weighting method-AHP(Analytic Hierarchy Process)and the objective weighting method-entropy weight method.Then,the TOPSIS evaluation model was selected,the prospect theory was introduced into the evaluation model,and the prospect-TOPSIS evaluation model was proposed,which was a powerful supplement to the current comprehensive evaluation methods for mobile phone products online retailers.Followed by an example analysis to verify the effectiveness of the model.Finally,from the management point of view,specific recommendations are made to address the issue of online retailer selection,to increase the reliability of online product selection by mobile retailers,and to promote the promotion and development of products for small and medium-sized mobile phone manufacturers.The main research results of the dissertation are:(1)A comprehensive evaluation index system for online retailers of mobile phones was proposed,which improved the theoretical basis for mobile phone manufacturers to evaluate online retailers.(2)Established a comprehensive evaluation model of online retailers for mobile products based on prospect theory,which provides method guidance and reference for mobile product manufacturers to choose online retailers.The research in this paper focuses on the selection of online retailers for mobile products,and hopes to provide theoretical support and reference for small and medium-sized and start-up manufacturers of mobile phone products when selecting online retailers.