服装企业与电商平台合作下不同营销渠道演化博弈分析

Evolutionary game analysis of different marketing channels under the cooperation between clothing enterprises and E-commerce platforms

为了研究电商平台是否参与定价对服装企业不同营销渠道的影响,构建了在不同条件下的服装企业与电商平台选择的演化博弈模型。通过模型求解、稳定性分析和虚拟仿真得出,在定价相同的情况下,服装企业对于直销分销渠道的选择不会发生变化;而在定价的情况下,对于Z世代而言,参与定价价格越高,服装企业选择直销的概率越大,速度越快;反之则分销的概率越大,速度越快。

To study the impact of whether E-commerce platforms participate in pricing on different marketing channels of clothing enterprises,an evolutionary game model was constructed for the selection of clothing enterprises and E-commerce platforms under different conditions.Through model solving,stability analysis,and virtual simulation,it is concluded that under the same pricing conditions,clothing companies will not change their choice of direct sales distribu-tion channels.In terms of pricing,for Generation Z,the higher the participating pricing price,the greater the probability and speed of clothing companies choosing direct sales.On the contrary,the higher the probability of distribution,the faster the speed.