乡村振兴背景下的乡村美丽价值共创主体行为决策演化博弈分析  

Evolutionary Game Analysis on Behavior Decision-Making of Co-Creators of Rural Beauty Value Under the Background of Rural Revitalization

作　　者：于海晶 张兆同[1] 殷井燕 赵启发 YU Haijing;ZHANG Zhaotong;YIN Jingyan;ZHAO Qifa(College of Information Management,Nanjing Agricultural University,Nanjing 210031,China)

机构地区：[1]南京农业大学信息管理学院,南京210031

出　　处：《河南科学》2024年第6期927-936,共10页Henan Science

基　　金：中央高校基本科研业务费项目(SKYZ2023042);江苏省社科基金(22GLD006)。

摘　　要：美丽乡村建设是乡村振兴的核心内容之一,需要村委会、村民等相关主体的共同参与.在乡村振兴的背景下,基于价值共创理论,构建村委会和村民乡村美丽价值共创行为的演化博弈模型,并通过Matlab软件进行仿真.研究发现,双方价值共创行为的演化结果主要受到投入成本、能力水平、声誉损失、参与效益及价值共创额外总收益的影响.研究对双方选择参与的初始比例、额外总收益、经济性激励以及能力水平对演化结果影响进行了讨论.结果发现,当初始概率大、获得收益高、能力水平强时,系统收敛于双方都选择参与策略的概率增大.据此提出降低投入成本、发挥舆论导向作用、增加双方价值共创收益、建立合适的奖励机制、提升参与的初始比例的对策建议.The construction of beautiful countryside is one of the core components of rural revitalization,requiring the joint participation of relevant subjects including village committees and villagers.Under the background of rural revitalization,this study utilized the theory of value co-creation to construct an evolutionary game model for the co-creation of rural beauty value between village committees and villagers,which was then simulated using MATLAB software.It is found that the evolution of value co-creation behavior is primarily influenced by input cost,ability level,reputation loss,participation benefit,and the additional total revenue of value co-creation.Moreover,the study discussed the effects of the initial participation proportion,additional total income,economic incentives,and ability level on the evolutionary results.The results indicate that when the initial probability is high and the gain is substantial,the likelihood of the system converging to a strategy beneficial to both parties increases.Consequently,the study proposes several measures and suggestions to reduce input costs,leverage the role of public opinion guidance,enhance the mutual value creation of both sides,establish a suitable reward mechanism,and increase the initial participation proportion.

关 键 词：乡村振兴 美丽乡村建设 价值共创 演化博弈 村民参与 

分 类 号：F328[经济管理—产业经济]