基于演化博弈的冷链物流服务商选择策略研究

Research on the Strategy Selection of Cold Chain Logistics Service Providers Based on Evolutionary Game Theory

电商产品的透明化进程的发展,让消费者对生鲜农产品为代表的冷链食品品质的要求越来越高,对配送时间的要求越来越短。消费者满意度的不断上升,使供应商企业与第三方冷链物流配送商之间由传统的纯利益纽带变成了现在的"竞合"关系。文中分析了双方合作的多种模式,以提高我国整体冷链服务水平为目的,构建供应商与冷链服务商之间的动态演化博弈模型,并运用数值模拟的方式探讨了模型稳定性解的影响因素,从成本收益速动比率和政府激励条件两个方面给出了双方实现双赢的解决方案,最后给出了优化我国冷链物流体系的有效建议。

With the transparency of the electricity supplier products process development,consumers on the cold chain food which is on behalf of fresh agricultural products quality requirements are getting higher and higher,the demand for delivery time is getting shorter. With the continuous rise of consumer satisfaction,the supplier and the third party cold chain logistics providers have changed from the traditional pure interests to the current ＂competition-coopetition ＂relationship. This paper analyzes the various modes of cooperation between the two enterprises,in order to improve our overall cold chain service level for the purpose of constructing a dynamic evolutionary game model between the supplier and the cold chain service providers,and using the method of numerical simulation to explore the factors influencing the stability of the model solution,from the two aspects of cost and benefit the quick ratio and the government incentive conditions to achieve a win-win solution,finally,an effective suggestion is given to optimize the cold chain logistics system in China.