基于第三方竞争的电子商务企业合作博弈模型研究

The Cooperative Game Model in E-commerce Enterprise on the Third Party Competition

在市场上已有两个电子商务企业进行价格竞争的前提下,讨论了第三方企业选择加入一方时的合作博弈,分别针对静态博弈与Stackelberg博弈的情形,给出了各方的最优收益与最优价格策略。通过比较第三方企业加入各企业的收益及投资比,综合评定了第三方企业的最优投资策略,给出了相互竞争的企业与第三方企业合作的一般结论。最后通过数值实例验证了本文结论的合理性。

Assuming there are two e-commerce enterprises competing in price in the market,this paper proposes a research on cooperative game when a third-party enterprise chooses to cooperate with one of them,and gives the optimal revenue and pricing strategy of each enterprise respectively for static game and Stackelberg game.By comparing the revenues and investment ratios of the third-party enterprise cooperating with different enterprises,we assess the optimal investment strategy of the third-party enterprise comprehensively,and achieve some general conclusions about the decision-making of the competitive enterprises to cooperate with the third-party enterprise.Finally,a numerical example illustrates the rationality of the paper's conclusions.