绿色产品零售企业与市场消费者策略选择演化分析  

Analysis of the Evolution of Strategy Choice of Green Product Retail Enterprises and Market Consumers

作　　者：张浩[1,3] 汪明月 史文强 ZHANG Hao;WANG Ming-yue;SHI Wen-qiang(School of Management, Henan University of Science and Technology, Luoyang 471023, China;Institutes of Science and Development, Chinese Academy of Sciences, Beijing 100190, China;School of Public Policy and Management, Chinese Academy of Sciences, Beijing 100049, China;School of Business Administration, Jiangxi University of Finance and Economics, Nanchang 330032, China)

机构地区：[1]河南科技大学管理学院,河南洛阳471023 [2]中国科学院科技战略咨询研究院,北京100190 [3]中国科学院大学公共政策与管理学院,北京100049 [4]江西财经大学工商管理学院,江西南昌330032

出　　处：《运筹与管理》2022年第2期54-61,共8页Operations Research and Management Science

基　　金：国家社会科学基金资助项目(20BJL135)。

摘　　要：线上线下结合营销模式有效缓解了流通渠道不畅和营销方式单一的问题,进而促进绿色产品消费。在相关假设的基础上,通过构建绿色产品零售企业和市场消费者的演化博弈模型,重现博弈主体的动态演进过程。研究结果表明,在线上线下结合营销模式中,绿色产品零售企业与消费者演化博弈系统存在两个可能的均衡状态,分别是O{维持传统营销策略,使用传统渠道购买产品}、C{建立线上营销策略,使用线上渠道购买产品}。演化博弈系统的演进受到9个相关因素的干扰,这些因素通过影响博弈主体的收益、成本及潜在的风险损失等发生作用。在理论推导的基础上,以被调研的A绿色产品零售企业为样本进行数值模拟,验证理论推导的正确性,给出上述影响因素的作用强度。The combination of online and offline marketing mode effectively alleviates the problems of poor circulation channels and single marketing mode,thus promoting the consumption of green products.On the basis of relevant assumptions,the dynamic evolution process of the game subjects is reproduced by constructing the evolutionary game model of green product retail enterprises and consumers.It shows that there are two possible equilibrium states in the evolutionary game system between retail enterprises and consumers of the green product O2O model:O{maintaining the traditional marketing strategy,using the traditional strategy to purchase products}and C{building the online marketing strategy,using the online strategy to purchase products}.The evolution of evolutionary game system is disturbed by 9 factors,which affect the profit,cost and potential risk loss of the players.On the basis of theoretical deduction,numerical simulation is carried out with A retail enterprises as samples,which verifies the correctness of theoretical deduction,and gives the affect intensity of the above factors.

关 键 词：绿色产品 线上线下结合模式 策略选择 演化博弈 

分 类 号：F205[经济管理—国民经济] F323.9