基于报童模型的电商O2O运营模式的演化博弈研究

Research on evolutionary game of newsboy model-based e-commerce O2O operation model

本文使用了报童模型量化分析O2O电商在线上销售额与线下消费者体验收益之间的量化关系,引入消费者体验收益、退换货率等影响因素,建立模型来描述这种影响关系,然后结合演化博弈方法,对电商的线上交易和线下体验效率对电商的收益建立动态演化模型,来分析线上交易和线下消费者体验收益的多次博弈情况,发现对电商在投入实体店收益与消费者体验效率存在帕累托解,通过实际算例分析,给电商线上交易量和消费者体验效率给出一定的量化描述。本文对电商在O2O体系中准确评估运营情况,选择适当运营策略、提高服务水平和管理模式有一定的指导和参考价值。

This paper uses newsboy model to quantitatively analyze the quantitative relationship between online sales volume and customer offline experience of 020 e-commerce. In the present paper, customer experience gain, refund and exchange rate and other influencing factors is introduced to establish a model to describe this relationship. Then combined with the evolutionary game method, the dynamic evolution model of online trade and offline experience efficiency on the gains of e-commerce is built to analyze the multiple games of online trade and offiine customer experience gain. It is found that Pareto solution exists between the investment on store gain and customer experience efficiency. Through the example analysis, a quantitative description of the amount of online transactions and customer experience efficiency is given. In this paper, some advice are given as guidance and references for the electricity suppliers in the 020 system to accurately assess the operation situation, select appropriate operation strategy, improve service level and management model.