基于博弈论的移动增值服务价值链协调机制  

A Coordinating Mechanism for Mobile Value-added Service Value Chain Based on Game Theory

作　　者：满青珊[1,2] 张金隆[1,2] 种晓丽[1,2] 杨永清[3] 

机构地区：[1]华中科技大学管理学院,湖北武汉430074 [2]华中科技大学现代信息管理研究中心,湖北武汉430074 [3]山东工商学院,山东烟台264005

出　　处：《管理工程学报》2013年第2期177-186,共10页Journal of Industrial Engineering and Engineering Management

基　　金：国家自然科学基金重点资助项目(70731001)

摘　　要：移动互联网改变了移动增值服务的运营模式,产生了移动增值服务双渠道系统,对移动增值服务价值链的协调提出了更高的要求。假设需求由企业的营销努力决定、服务提供商(SP)在移动互联网服务上存在竞争,基于博弈论构建了由一个运营商(MNO)和两个SP组成的双渠道模型,设计了一个多重单边转移支付机制。研究发现:(1)上游竞争影响下,运营商在分散决策时投入的营销努力小于纵向整合时的营销努力,但SP在分散决策和纵向整合时投入的营销努力大小关系取决于竞争强度;(2)多重单边转移支付机制能够鼓励企业以全局最优的方案进行决策,并公平的分配协调后的系统盈余,从而充分协调移动增值服务双渠道系统。研究为运营商和SP提高系统和各自绩效提供了一种可行方案。Mobile Internet has become one of the most widely used applications since 3G was launched because it has significant influence on reconstructing a value chain. It has improved the channel power of the terminal, and lead to the inapplicability of the walled garden mode of the Mobile Network Operator （MNO） regarding to the mobile value-added service and the dual-channel phenomenon in the mobile value-added service market. The decentralized decision of companies in the value chain, dual-channel, and the competition among the Service Providers （SPs） on the mobile Internet makes the cooperation of the mobile value-added service value chain become different, and suggests higher requirements for coordination of mobile value-added service value chain. The coordination of the dual-channel system has not received enough attention in the existing researches. First, the existing coordinating mechanisms improve the system performance, but they do not achieve the overall optimum, and reasonably distribute the system＇ s profit. The coordinating mechanism of the mobile value-added service value chain in the competition environment needs to be researched. Based on thepractice of Chinese mobile telecommunication industry and by extending the Tsay ＆ Agrawal＇ s study, a game theoretical mobile value-added service chain model is constructed. This model is composed of a MNO andtwo competitive SPs. A muhi- side-payments mechanism is proposed to fully coordinate the dual-channel system of mobile value-added service. The mobilevalue-added services are classified into cooperative mobile service and mobile Internet service in this article, and the assumptions are as follows： （ 1 ） the mobile Internet service generates revenues for the SPs, （2） The demand volumes of services are assumed to depend on the marketing efforts of companies, （3） With each cooperation, the marketing effort for either the MNO or the SP exhibits a positive externality for the other, （4） The two SPs compete in mobile Interne services,

关 键 词：博弈论 移动增值服务 双渠道 单边转移支付 纳什谈判 

分 类 号：F224.32[经济管理—国民经济] F626