电子商务群体渠道选择的演化博弈分析——基于LBS的O2O餐饮行业.pdfVIP

·研究方法· 资源开发与市场 Resouree Development Market 2015 3l( 12) doi: 10.3969/j. issn. 1 ∞5 - 8141.2015.12.010 电子商务群体渠道选择的演化博弈分析 一一一基于 LBS 的 020 餐饮行业 李宝库，周贺 (辽宁工程技术大学营销管理学院，辽宁葫芦岛 125105) 摘要:基于 LBS 的移动 020 电子商务是一种全新的、更经济的消费途径。在这种特殊的模式中，交易各方采取的策略较传统策 略有所不同，必然导致不同的结果。通过建立网站和商家、商家和消费者、网站和消费者的演化博弈模型，得出各自渠道选择的演 化路径和演化稳定策略，并对演化结果进行分析，为三方进一步的策略调整提供依据，也为基于 LBS 的 020 电子商务类经济活动的 运行提供借鉴。 关键词 :020 电子商务;渠道选择;群体博弈;LBS 中图分类号:F224.32 文献标志码:A 文章编号:1∞5 - 8141(2015)12 - 1450 - 05 Evolutionary Game Analysis of E - commerce Group Cbannel Cboice -一- Based 00 020 Catering Indl囚的 ofLBS 口 Bao - ku ,ZHOU He (Institute of Marketing Management ,Liaoning Technical University ,Huludao 125105 ,China) Abs仕act: Mobile 020 electronic commerce based on LBS ,which w坦 a kind of new ,more economical way of consumption. In this kind of special mode ,businesses and consume自由 participants who took the channel selection strategies were different from traditional ways ,which inevitably lead to different results. Through the establishment of the evolutionary g.副ne model of websites and businesses ,businesses and consumers ,websites and con- sumers ,this paper concluded the own evolutionary pa出s of channel selection and 由e evolutionary stable strategies , and gave detailed analysis of the results of the evolution ,provided the evidence of further strategies adjustment of three parties ,offered references for the operation of the economic ac- tivities of 020 electronic commerce based on LBS. Key words: 020 e - commerce; channel selection; group game; LBS l 引言 个方面。对商家而言，主要分析利润、边际成本