基于演化博弈的文化产业离岸外包合作行为仿真分析

Simulation on cooperative Behavior among offshore outsourcing of cultural industry based on evolutionary game theory

文化产业供应链关联性强、外溢效应明显,决定了文化产业与其他制造业相比合作收益更加突出,表现为文化产品创意性使得供应链上下游对同一产品都具有创造性,而且合作双方可以共享较大的派生收益。文化企业的国际化拓展,使发达国家与发展中国家通过离岸外包共同开发文化产品逐渐成为文化产业国际贸易的重要形式。基于这种背景将国际文化企业间离岸外包策略设定为"合作"、"不合作"两类,建立文化产品离岸外包博弈支付矩阵,根据演化博弈理论,在构建文化企业间离岸外包合作博弈模型的基础上建立一种合作情景,进行仿真分析,通过仿真说明成本、价格、风险控制、信任对文化产品离岸外包影响的治理机制,研究发现这种影响效果的分析与通过演化路径图的比较判断演化趋势具有一致性。文化产品离岸外包的合作风险,除了一般离岸外包所需要注意的政治风险、宏观经济风险等常规风险,还必须考虑由于发达国家与发展中国家的文化差异、文化距离(用于衡量文化差异性或文化融合程度)所造成的文化风险。

The supply chain of cultural industries have a strong correlation and obvious spillover effect, which determine that the cultural industry has more cooperation profit than other manufacturing industries, and show that the originality of cultural products makes both the upstream and downstream in the supply chain have creativity to the same product, and partners also can share more derived benefit. With the internationalization among cultural enterprises, it has become an important form for the developed country and developing country to develop cultural products through offshore outsourcing. With the method of evolutionary game theory, the strategies are classified as ＂cooperation＂ and ＂non-cooperation＂, and we established a model for offshore outsourcing cooperation among the international cultural enterprises and did the simulation research. By simulation, cost, price, risk control, trust are proved to be important for the offshore outsourcing of cultural product, which found that it is consistent between analysis of impact effects and evolution trend of comparison through the evolution path diagram. The offshore outsourcing of cultural products has many cooperation risk, in addition to the common risk like as general offshore outsourcing need to pay attention to the political risk, macroeconomic risks and so on, it also need to consider the cultural risk which comes from the cultural differences, the cultural distance between developed countries and developing countries.