中小企业电子商务差异化发展——基于博弈论的分析  

作　　者：时炳艳[1] 

机构地区：[1]河南牧业经济学院电子商务系

出　　处：《企业经济》2014年第5期93-96,共4页Enterprise Economy

基　　金：河南省科技厅2014年度软科学基金项目"河南省中小企业借力电子商务的创新发展研究"(批准号:142400410416)

摘　　要：在第二轮电子商务博弈中,中小企业差异化进军电子商务,是突破产品同质化市场竞争格局的最优战略之一。本文用博弈论的原理论证了中小企业应用电子商务的时机,用理想化的纳什均衡解释产品高度同质化的价格与成本相等的现象。认为只有尽快建立协作网络,妙用O2O电子商务,以互联网和大数据为技术支撑,发挥电子供应链的效能,借力"产业链"式的搜索引擎,差异化发展、降低产品替代性、增加企业产品和服务的高附加值,才能集聚精华转型升级。In the second round of e - commerce games, the entry of small and medium - sized enterprise differentiation into e - commerce is one of the best strategies which break through the market competition pattern of homogeneous products. By using the game theory, the paper demonstrates the opportunities for SMEs＇ application of e- commerce, interprets the prices of high ho- mogenization of products and the phenomenon of equal costs by means of idealized Nash equilibrium. It believes that the prompt establishment of cooperative network and the application of 020 electronic commerce, with the Internet and data for the technical supports, can improve the electronic supply chain efficiency, makes use of the search engine of the industrial chain to implement differential development, reduce product substitutability and increase the high added values of enterprise products and services as to conduct the transformation and upgrading.

关 键 词：纳什均衡 联盟电子商务 客户需求异质性 O2O 

分 类 号：F272.3[经济管理—企业管理]