基于演化博弈理论的校园O2O商业模式研究

Research on the Campus O2O Business Model Based on Evolutionary Game

校园O2O商业模式作为电子商务模式的一种市场细分,近几年出现井喷式发展.文章通过构建校园O2O平台参与主体方商家和学生之间的演化博弈模型,分析影响校园O2O平台发展的内在因素及其相互关系,结果表明:首先只有通过降低用户的使用成本和提高额外收益,才能保证校园O2O平台健康有序地运营;其次如果仅仅单纯追求降低成本或提高收益是无效的,演化博弈分析结果表明影响校园O2O平台发展的关键因素是收益成本比;最后校园O2O平台运营商应该做到有效的反馈机制,弱化商家和学生之间的信息不对称.

Along with the rapid development of technology,the mobile Internet rushes to all walks of life. Campus O2 O business model,as a model of e-commerce market segments,shows the booming development trend in recent years. It constructs a model to analyze the factors influencing the development of the campus O2 O platform and the relationship between these factors. The findings show that： firstly,only by reducing the user＇s use cost and improving the user＇s additional benefit,can we guarantee the healthy and orderly operation of campus O2 O platform;secondly,according to the findings based on the evolutionary game theory,the key factor influencing the development of the campus O2 O platform is the benefit cost ratio; thirdly,operator of O2 O platform should construct an effective feedback mechanism,to weaken the information asymmetry between businesses and students.