电子商务群体渠道选择的演化博弈分析——基于LBS的O2O餐饮行业  

Evolutionary Game Analysis of E- commerce Group Channel Choice——Based on O2O Catering Industry of LBS

作　　者：李宝库[1] 周贺[1] 

机构地区：[1]辽宁工程技术大学营销管理学院,辽宁葫芦岛125105

出　　处：《资源开发与市场》2015年第12期1450-1454,共5页Resource Development & Market

基　　金：国家自然科学基金资助项目"农村市场渠道管理效率研究--基于三方博弈的角度"(编号:71172218);高等学校博士学科点专项科研基金博导类资助课题"城市化进程中农民市民消费特征和模式研究--基于心理和行为角度"(编号:20122121110005)

摘　　要：基于LBS的移动O2O电子商务是一种全新的、更经济的消费途径。在这种特殊的模式中,交易各方采取的策略较传统策略有所不同,必然导致不同的结果。通过建立网站和商家、商家和消费者、网站和消费者的演化博弈模型,得出各自渠道选择的演化路径和演化稳定策略,并对演化结果进行分析,为三方进一步的策略调整提供依据,也为基于LBS的O2O电子商务类经济活动的运行提供借鉴。Mobile O2O electronic commerce based on LBS, which was a kind of new, more economical way of consumption. In this kind of special mode, businesses and consumers as participants who took the channel selection strategies were different from traditional ways, which inevitably lead to different results. Through the establishment of the evolutionary game model of websites and businesses, businesses and consumers, websites and con- sumers, this paper concluded the own evolutionary paths of channel selection and the evolutionary stable strategies, and gave detailed analysis of the results of the evolution, provided the evidence of further strategies adjustment of three parties, offered references for the operation of the economic ac- tivities of O2O electronic commerce based on LBS.

关 键 词：O2O电子商务 渠道选择 群体博弈 LBS 

分 类 号：F224.32[经济管理—国民经济]