基于动态博弈的网络营销平台契约设计.docVIP

作者简介:余呈先，1974，男，汉族，河南信阳人，安庆师范学院经济与管理学院教师，武汉大学信息管理学院教育部青年骨干访问学者，博士，副教授，硕士研究生导师，研究方向为知识管理、网络营销，技术创新 手机 0556-5303989 Email: ychx1974@126.com 246052 安徽省安庆市集贤北路1318号安庆师范学院经济与管理学院余呈先（收） 余呈先 （安庆师范学院经济与管理学院，安徽安庆 中国 246052） 摘要：在互联网+的国家战略背景下，基于网络的创新创业成为经济发展的一种新常态。但是由于网络的虚拟性和跨时空性，加剧了网络交易双方的信息不对称性。网络营销平台是方便网络营销参与者交易的介质性平台，介质性平台需要设计一个好的网络营销参与者约束契约，通过这个契约实现诚信交易，进而促进网络营销的发展。文章基于流程设计的思想，建立网络营销前的防范、过程中的协调和营销后的评价奖惩机制模型，并进行博弈和数理分析，给出在一定条件下，网络营销买卖双方形成（诚信，诚信）子博弈完美纳什均衡。最后，根据提出的命题和形成的结论从网络营销平台设计应注意问题，平台带来的益处，平台建设对策，外部支撑四个方面进行拓展思考。 关键词：互联网+；流程；网络营销；平台；博弈 The design of network?marketing platform?contract?based on the dynamic game theory Yu Cheng-xian (School of Economics and Management of AnQing Normal University, Anhui China 246052) Abstract:?Under the background of the Internet + national strategy, the innovation and entrepreneurship Based on the Internet has become a new norm of economic development. However,the virtual?and crossing time?and space of network exacerbated information asymmetry of the?two sides of network transaction.?The network marketing platform is a?convenient?medium?platform?for marketing?participants.?We need to design a? good network?marketing?participant?constraint?contract?for media?platform, and then realize integrity transactions? and promote?the development of network marketing.?Based on the idea of BPR，the?paper established a mechanism?model of pre-network?marketing prevention,?in the process of network?marketing coordinating?and?post?evaluation and incentive. And then, the article analyzes with?game theory?and mathematical and gives?the network marketing?both?form (integrity,?honesty)?sub-game?perfect Nash equilibrium under certain conditions.?Finally,?according to the pre-Proposition?and the formation?conclusion?, the article proposes the counter-measure from four aspects, the design?should pay attention to the problem of?network marketing?platform,?platform?benefits,?the countermeasures for the construction of?the platform ,the exte