大规模定制电子商务的组合策略自动谈判研究  

Study on Automated Negotiation with Combined Strategy in E-Commerce Oriented Customization

作　　者：曹慕昆[1] 陈崇萍 王刚 CAO Mukun;CHEN Chongping;WANG GA(Xiamen University,Xiamen,Fujian,China;South China Normal University,Guangzhou,China;Virginia Polytechnic Institute and State University,Blacksburg,USA)

机构地区：[1]厦门大学管理学院 [2]华南师范大学公共管理学院,广州市510006 [3]美国弗吉尼亚理工大学商学院

出　　处：《管理学报》2019年第11期1712-1718,共7页Chinese Journal of Management

基　　金：国家自然科学基金资助项目(71671154);国家留学基金委公派访问学者资助项目(201706315032);中央高校科研业务费山海基金资助项目(20720161052)

摘　　要：为了满足消费者的个性化需求,同时减少消费支出,将大规模定制理论同电子商务实践相结合,构建电子商务环境下大规模定制运营模型。基于Agent技术的自动谈判理论,探究适用于多属性谈判的谈判策略,即不学习的固定策略和学习策略;并将学习对手策略与微小让步区间策略相结合,形成组合策略用以指导Agent谈判出价。通过对比3种策略的效果实验证明,这种组合应用不同策略的方法,更加有利于双方达到双赢的局面,提高谈判效率,从而促进定制化电子商务走向实际应用。To satisfy consumers’ demand for individualization and to diminish consumer-expenditure, this study integrates the theory of mass customization and the practice of ecommerce, proposing an operational model of customization in e-commerce. Based on the agent technology and automated negotiation theory, this study explores the strategic models for multi-attribute negotiations, namely non-learning-fixed strategy and learning strategy. In addition, the learning strategy is combined with a minor concession to guide the agent make adaptive negotiation offers, so-called minor-concession strategy or combined strategy. Through comparative experiments among the three strategies, the experimental result shows the combined strategy is more effective for achieving a win-win situation at the end of negotiations than the other two strategies, as well as increasing the efficiency of negotiation, and thus benefits the future practical development of customized e-commerce.

关 键 词：大规模定制 自动谈判 AGENT 谈判策略 微小区间让步 

分 类 号：C93[经济管理—管理学]