农资网络团购中利益相关者的博弈分析

Game Analysis of the Interests of Stakeholders in the Agricultural Network Group Purchase

随着网络团购在日常快消品中的广泛应用,农资网络团购这一新型模式也开始逐渐被农资商家和农资消费者所接受。该研究基于有限理性假设,运用进化博弈理论对网络平台、农资商家、农资消费者的不同策略进行分析,得出了三者的最优策略,并根据博弈结果提出了适合网络平台长期健康稳定发展的建议。

With the wide application of network group buying in daily consumer goods, agricultural materials network group buying was also gradually accepted by agricultural materials businesses and consumers.Based on bounded rationality hypothesis,different strategies of agricultural capital group companies, agricultural materials and agricultural property buyers were analyzed by using the evolutionary game theory.The optimal strategies of above three were obtained, and the advice suitable for the healthy, stable and long-term development of agricultural materials group was put forward according to the results of the game.