消费者感知视角下共享企业与市场合作方共建策略

Co-construction Strategy between Sharing Companies and Market Partners from the Perspective of Consumer Perception

共享经济模式下共享企业与市场合作方如何形成良好的共建机制是各方都关注的焦点。本文基于消费者感知构建了共享企业、市场合作方和消费者三方演化博弈模型,分析了不同场景下各参与主体的策略选择,并对演化结果进行仿真分析。研究结果表明:运营收入是影响共享企业与市场合作方策略选择的重要因素,且合适的收入分成比例有利于双方采取积极的合作共建策略;消费者感知带来的潜在收益在共享企业与市场合作方共建策略选择中发挥着重要作用,且潜在收益差越大,共享企业低价运营和市场合作方积极参与的概率越大。因此,在共享企业与市场合作方共建过程中,既要注重当前的利益分配机制,也要关注和培育消费者感知带来的潜在收益,进而推动共享企业的长期发展。

How to form a good co-construction mechanism between sharing enterprises and market partners under the sharing economy model is the focus of all parties.Based on consumer perception,this paper constructs a tripartite evolutionary game model of shared enterprises,market partners and consumers,analyzes the stability of the tripartite evolutionary game system,and simulates the evolution results.The research results show that:operating revenue is an important factor influencing the strategy choice of sharing companies and market partners,and an appropriate revenue sharing ratio is conducive to both parties'adoption of active cooperative co-construction strategies;potential benefits from consumer perceptions play an important role in the choice of co-construction strategies between sharing companies and market partners,and the larger the difference in potential benefits,the higher the probability of low-cost operation and active participation of sharing companies and market partners.Therefore,in the process of co-construction between sharing enterprises and market partners,it is important to focus on the current benefit distribution mechanism as well as to focus on and cultivate the potential benefits brought by consumer perceptions,which in turn will promote the long-term development of sharing enterprises.