家电企业和电商平台合作秩序的演化博弈分析  

Evolutionary Game Analysis of Cooperative Order between Appliance Enterprise and Ecommerce Platform

作　　者：刘帅成 王小芳[1] LIU Shuai-cheng;WANG Xiao-fang(Business School,University of Shanghai for Science & Technology,Shanghai 200093,China)

机构地区：[1]上海理工大学管理学院,上海200093

出　　处：《运筹与管理》2020年第10期76-83,共8页Operations Research and Management Science

摘　　要：本文采用演化博弈方法对家电企业和电商平台之间的合作进行了建模,详细讨论了两者合作的成本和收益,同时考虑到违约发生时法律介入这一情况,分析了影响合作的各种因素。分析得出:合作的直接收益和谈判势力的分布对双方合作成功概率具有倒U型影响;价值创造系数、政策激励系数和合作开展深度对双方合作成功概率具有正向影响,而资本的专用性和交易成本具有负向影响;并且只有电商平台的时间折现因子会对合作成功概率产生正向影响;当违约发生时,一方通过法律援助可得到的赔偿与成功概率对双方合作成功概率具有正向影响,而法律成本具有负向影响;同时还得出,只要有一方通过法律途径可以收回自己的全部损失,那么唯一的均衡点就是都采取合作。最后指出这种家电企业和电商平台之间的合作类似哈耶克所提倡的“自发秩序”,并以此为出发点,认为政府应通过完善有利于这种“秩序”生长的外部环境来推动这种新经济成为社会发展的重要驱动力量。Establishing a good cooperative relationship between appliance enterprise and ecommerce platform has strategic optimization significance.This paper uses the evolutionary game method to model the cooperation between appliance enterprise and ecommerce platform,and discusses the costs and benefits of the cooperation in detail.Meanwhile,considering the legal intervention in the event of default,various factors affecting the cooperation are analyzed.The analysis shows that the direct benefits of cooperation and the distribution of negotiating power have an inverted U-shaped effect on the probability of successful cooperation between the two sides;Value creation coefficient,policy incentive coefficient and cooperation development depth have a positive impact on the probability of successful cooperation,while the specificity of capital and transaction cost have a negative impact;And only the time discount factor of ecommerce platform has a positive impact on the probability of successful cooperation;When the default occurs,the compensation that one party can obtain through legal aid and success probability have a positive impact on the probability of successful cooperation,while the cost of law has a negative impact.At the same time,it is concluded that as long as one side can recover all its losses through litigation,then the only equilibrium is to take cooperation.Finally,it is pointed out that the cooperation between the appliance enterprise and ecommerce platform is similar to the“spontaneous order”advocated by Hayek,and based on this,the government should improve the external environment conducive to the growth of this“order”to promote the new economy to become an important driving force for social development.

关 键 词：家电企业 电商平台 合作秩序 演化博弈 自发秩序 

分 类 号：F224.32[经济管理—国民经济]