校园O2O平台商家采纳策略演化博弈研究

Research on Evolutionary Game of Seller Adoption Strategy of Campus O2O Platform

伴随着移动互联网的快速发展,校园O2O成为校园电子商务的主流商业模式。针对校园O2O平台的发展策略,通过构建商家群体演化博弈模型,利用复制动态方程分析商家演化路径和收敛结果,为校园O2O平台健康有序发展提供参考依据,即校园O2O平台无法获得商家群体全员参与;校园O2O平台的营销策略应当针对不同商家群体采取差异化营销;商家群体对校园O2O平台所提供的超额收益的分配系数影响着参与校园O2O商家群体的博弈收敛结果;商家群体在传统销售模式中的收益不影响其参加校园O2O平台的收益。

Along with the rapid rise of mobile Internet, campus O2O become the mainstream business model of campus e-com鄄merce. According to the development strategy of campus O2O platform, through the construction of the business group evolutionarygame model and using the replicated dynamic equation analysis of business evolution path and the convergence result, it provides thereference for the healthy and orderly development of campus e-commerce. The campus O2O platform cannot obtain the participation ofall members of business groups; campus O2O platform marketing strategy should adopt different marketing for different business groups;excess income distribution coefficient of business groups provided on campus O2O platform game affects the convergence results in cam鄄pus O2O business groups; gains in the traditional sales mode in the business groups to participate in the campus O2O platform does notaffect its earnings.摇 摇