基于Hotelling模型促销活动策略采取的进化博弈分析

Evolutionary Game Analysis on Hotelling Model Based Promotional Strategies Adoption

传统的Hotelling模型中,交通成本用于比拟消费者购物时发生的负效用。在现实经济生活中,商家会采取促销活动策略,以增强自家商品对他家商品的替代性,抵消消费者购物时发生的负效用。构造了一个可以由商家选择支付交通成本、商品降价空间受指导价约束的Hotelling模型,以商家提供免费购物车的方式,比拟现实生活中商家采取的多种促销活动,研究了原有的交通成本转移到商家后,对商家的销量、价格和利润的影响,以及竞争商家可能的应对。进而以进化博弈论为工具,研究了商家采用各项策略的进化稳定性。结果表明:为获取长远利益,商家采取促销活动策略,以及竞争商家的应对策略,都应结合需求、竞争、指导价水平、商品价格、促销成本等多种因素综合考虑。

In the traditional Hotelling model, the traffic cost is likened to the customer＇s negative utility. In the real economical life, the merchants would like to take some strategies to improve the merchandises＇ substitution so that the customers＇ negative utilities could be offset. In this paper, we consider a Hotelling model in which the merchant could choose to shoulder the customers＇ traffic cost burden and the merchandises＇ markdown amplitude is constrained by the guidance price. The merchant provides a free shopping car for the customers in the model, just like taking some sale promotional strategies in reality. The following effects on the sales, prices, profits of the merchants, and the possible responses of the rival merchant are studied. Then with the evolutionary game theories, we further analyse the evolutionary stability of the merchants＇ various strategies. The results show that： to obtain long-term benefit, when taking promotional strategies or reacting to the rival merchant＇s promotional strategies, merchants should consider the effects of the demand, competition, guidance price level, merchandise price and promotion cost.