模糊环境下线上自有品牌零售商与顾客价值共创演化博弈研究

Evolutionary Game Analysis of Value Co-Creation Between Online Private Brand Retailer and Consumers Under Fuzzy Environment

互联网零售业的快速发展和沃尔玛等线下零售商自有品牌战略实践的成功,传统零售商开始发展线上自有品牌,与顾客进行价值共创对增强自有品牌核心竞争力具有独特优势.以线上自有品牌零售商和顾客价值共创为研究主体,针对现实环境中的不确定性和模糊性,在模糊环境中建立双方演化博弈模型,分析线上自有品牌与顾客价值共创的影响因素.研究表明:提升双方价值共创积极性可促进双方向发起和参与价值共创策略演化;增强对双方资源转换能力、提升企业与顾客互动质量、提升双方额外收益可以促进价值共创行为的发生.

With the rapid development of Internet retail industry and the success of Wal-Mart and other ofline retailers'private brand strategy,more and more retailers begin to develop online private brand.The value co-creation between online private brand retailer and consumers has unique advantages in enhancing core competitiveness.However,there are uncertainties and fuzziness factors in the real environment.In this paper,the research subject is the value co-creation between online private brand retailers and consumer,and the evolutionary game model of both sides is established under the fuzzy environment.The research shows that:the enhance of the enthusiasm of both sides in value co-creation can promote the two parties'initiation and participation in the evolution of value co-creation strategy;the enhance of the ability of resource transformation for both sides,the improve the quality of interaction for both sides,the enhance of the extra income of both sides can promote the occurrence of value co-creation.