纳什合作博弈的电子商务物流服务供应链研究  

Research on E-commerce Logistics Service Supply Chain Based on Nash Cooperative Game

作　　者：黄清娟[1] HUANG Qingjuan(Fuzhou Polytechnic,Fuzhou,Fujian 350108,China)

机构地区：[1]福州职业技术学院商学院,福建福州350108

出　　处：《龙岩学院学报》2020年第5期23-28,共6页Journal of Longyan University

基　　金：2019年福建省教育厅中青年教师教育科研项目(JAS19631)。

摘　　要：随着经济和技术的发展,有多个物流服务商加入电子商务物流合作中,当物流服务商彼此存在竞争后,电子商务物流服务商与网络商店之间不再是主从博弈的关系。重构电子商务物流服务商与网络商店之间的地位与联系,才能为双方争取最大利益。当参与博弈的物流服务商和网络商店各自的策略组合都能分别构成自身的支配策略,那么这样的策略组合就形成了纳什平衡。以纳什博弈的方法分析电子商务物流服务商与网络商店的利润分配时,当网络商店的商品平均价格下降、平均利润提升,将导致整个电子商务交易的期望利润减少,双方对最大利润的期望也会减少。为了实现电子商务供应链长久的良好发展,博弈的双方应不再区分主从,而是以对等的地位协商利润分配,破除零和博弈,实现协作共赢。With the development of economy and technology,many logistics service providers have joined in e-commerce logistics cooperation.When logistics service providers compete with each other,the relationship between e-commerce logistics service providers and online stores is no longer a master-slave game.Only by re-establishing the position and relationship between e-commerce logistics service providers and online stores can we strive for the best interests of both sides.When the strategy combinations of logistics service providers and online stores participating in the game can constitute their respective dominant strategies,then such a strategy combination forms Nash equilibrium.Nash game method is used to analyze the profit distribution between e-commerce logistics service providers and online stores.It is found that when the average price of goods in online stores decreases and the average profit increases,the expected profit of the whole e-commerce transaction will decrease and the expectation of maximum profit of both sides will decrease as well.In order to achieve the long-term good development of e-commerce supply chain,the two sides of the game should no longer distinguish themselves between the principal and the subordinate,but should negotiate profit distribution in an equal position,break the zero-sum game and achieve win-win cooperation.

关 键 词：纳什平衡 电子商务 物流服务 供应链 

分 类 号：F223[经济管理—国民经济]