供需双方渠道选择行为的演化博弈模型

Evolutionary game model on the channel selection of the supply and the demand parties

电子商务的发展给供需双方带来了机遇,同时也使其面临渠道选择的困惑。从供需双方渠道选择问题入手,针对其策略选择的有限理性特点,利用演化博弈方法,设计了供应链供需双方渠道选择过程的演化博弈模型,分别得到供应方选择双分销渠道和需求方选择网络渠道的复制动态方程,分析了在消费者剩余和供应方的期望利润等不同因素的影响下双方的行为演化和演化稳定策略并提出了相应建议。

The development of electronic business brings chances to both the supply and the demand parties. However,at the same time, both parties face the puzzle in channel selection, Base on the situation,the problem of channel selection is discussed by evolutionary game method according to the bounded rationality characteristics of both parties when make decisions. The evolutionary game model is designed in the process of channel selection. Futhermore, the replicator dynamics equation is achieved under the case of the supply part in dual-channel and the demand party in network channel. The behavior evolution and evolutionary stabilization strategy are analyzed under the influence of consumer＇s surplus and the expect profit.Finally,some proposals for both parties are present according to the analysis results.