基于LBS的O2O电子商务供需双方渠道选择的演化博弈分析

Evolutionary Game Analysis on Supply and Demand Parties' Channel Selection in O2O E-commerce based on Location Based Service

O2O商业模式为传统行业带来了新的产品销售渠道,为消费者带来了新的消费方式。结合O2O线上渠道给商家和消费者带来的影响,利用演化博弈的方法建立了商家和消费者渠道选择的演化博弈模型。根据复制动态方程得到了双方渠道选择的演化规律,通过分析商家成本收益和消费者期望收益、流量成本、学习成本及风险成本等因素影响下的渠道选择演化路径和演化稳定策略,得到了三种稳定状态和稳定的条件,最后提出相应的建议,在一定程度上为商家商业模式的选择提供了理论依据。

O2O business mode gives birth to a new product sales channel for traditional industries,and brings about a new way of consumption. Considering the influences on businesses and consumers brought by the online channel,the paper builds an evolutionary game model of the channel selection between merchants and consumers by using the method of evolutionary game. The evolutionary rule of channel selection of both parties is found with replicator dynamic equation. Three steady states and conditions are achieved by analyzing the influences of business costs and benefits as well as consumers' expected revenue,traffic costs,learning costs,risk cost on evolution path and evolutionary stable strategy channel selection. Then suggestions are proposed. The paper provides theoretical foundation for businesses in their business mode selection.