电商用户规模递增下果蔬生鲜类农产品O2O模式博弈研究

A Game Research on the O2O Model of Fresh Fruits and Vegetables with Increasing E-commerce User Scale

随着电子商务的不断发展,线上消费规模的持续扩大,电商生鲜板块成了市场上各大商家开拓的核心业务领域,而果蔬生鲜类农产品是生鲜大类里最为典型的品类。文章梳理了当前果蔬生鲜类农产品O2O运作模式,从市场整体角度分别分析线上线下果蔬生鲜商家之间、果蔬生鲜商家与消费者群体之间的市场决策活动,基于此进一步分析线上线下果蔬生鲜商家个体、消费者个体在电商平台环境下的完全信息博弈,通过构建数学模型推算果蔬生鲜商家线上线下、消费者决策影响因素及关系。据此结合果蔬类生鲜农产品的特殊性及当前O2O运作模式,给相关企业的发展,针对性地提出建议与对策,以期为果蔬生鲜电商的发展提供科学参考。

With the continuous development of e-commerce and the continuous expansion of online consumption,the e-commerce fresh food sector has become the core business area developed by major merchants in the market,and fresh fruits and vegetables are the most typical category in the fresh food category.The article sorts out the current O2O operation mode of fresh fruit and vegetable agricultural products,and analyzes the market decisionmaking activities between online and offline fresh fruit and vegetable merchants,and between fruit and vegetable fresh merchants and consumer groups from the overall market perspective.Based on this,it further analyzes the complete information game of individual online and offline fresh fruit and vegetable merchants and individual consumers in the environment of e-commerce platforms,and constructs a mathematical model to infer factors and relationships influencing the online and offline and consumer decision-making of fresh fruit and vegetable merchants.Based on this,combined with the particularity of fresh fruit and vegetable agricultural products and the current O2O operation mode,it provides targeted suggestions and countermeasures for the development of related enterprises,in order to provide a scientific reference for the development of fresh fruit and vegetable e-commerce.