网络平台返利市场演化博弈模型及策略分析

Evolution game model and strategy analysis of rebate market in online platforms

为了探究网络返利市场的演化规律,基于演化博弈理论构建了由消费者和网络平台组成的返利市场主体博弈模型,探究了返利市场的动态决策过程、演化路径、规律及影响因素,给出了均衡解应满足的条件.结果表明,当消费者购买返利产品和不购买返利产品的效用之比大于1和网络平台成本收益比小于1时,系统会向着利于返利市场发展的方向进行演化,在此条件下返利市场的发展与购买返利产品的消费者初值、开展返利的网络平台初值成正相关,而消费者获取返利信息的信息成本及网络平台开展返利的业务成本会抑制返利市场的发展.

To explore the evolution law of the online rebate market,this paper constructs a rebate market game model composed of consumers and the online platform based on the evolutionary game theory.It aims to explore the dynamic decision process,evolution path,laws,and influencing factors of the rebate market.The results show that when the consumer utility ratio is greater than one and the cost-benefit ratio of the online platform is less than one,the system will evolve in the direction favorable to the development of the rebate market.Under these conditions,the development of the rebate market is positively correlated with the initial value of consumers who purchase rebate products and the initial value of the online platform that carries out the rebate,and is negatively correlated with the consumers'information cost and the business cost of the online platform.