博弈论论文设计.doc

电商博弈 摘 要：电子商务在近五年以来俨然成为了一个热词，随着我国网络技术普及率的日益提高，通过网络进行购物、交易、支付等的电子商务新模式发展迅速，它带来的并不只是商业模式的变化，更多的是它极大的影响了人们的生活方式，改变了他们的消费习惯。电子商务凭借其低成本、高效率的优势，不但受到普通消费者的青睐，还有效促进中小企业寻找商机、赢得市场，已成为我国转变发展方式、优化产业结构的重要动力。根据前瞻网《2013-2017年中国电子商务行业市场前瞻与投资战略规划分析报告》数据显示，“十一五”时期，我国电子商务行业发展迅猛，产业规模迅速扩大，电子商务信息、交易和技术等服务企业不断涌现。2010年中国电子商务市场交易额已达4.5万亿元，同比增长22%。2011年我国电子商务交易总额再创新高，达到5.88万亿元，其中中小企业电子商务交易额达到3.21万亿元。过快过好的发展态势中必然存在发展盲点及矛盾点，例如不健康的竞争方式，国内电商行业主要掌握在几大平台的手中，阿里系的淘宝、天猫，京东商城，苏宁易购，国美在线，当当网和亚马逊等。行业之争即为几大平台的斗争，本文从博弈的思想出发，从三个方面的角度出发，噱头造势、促销价格、开放平台，运用囚徒困境、智猪博弈等经典博弈案例为原型对比比较，探究几大电商平台的之间的行业博弈，进而分析出各大电商平台制定博弈策略的背后原因及为发展更好更快的电子商务提供建议。 关键词：电子商务；博弈；噱头造势；促销价格；开放平台 Abstract:Electronic commerce has become a hot word in recent five years, along with the network technology in our country popularity rate increasing, the development of a new model of e-commerce shopping, transactions, payments through the network quickly, it brings not only the business model changes, the more it has a great impact on peoples lives way, changed their spending habits. Advantages of electronic commerce with its low cost, high efficiency, not only by ordinary consumers, but also effectively promote the small and medium-sized enterprises to seek business opportunities, to win the market, has become an important driving force for China to transform the mode of development, optimize the industrial structure. According to prospective net 2013-2017 Chinas e-commerce industry market prospects and strategic planning, investment analysis report data show, eleven five period, Chinas e-commerce industry is developing rapidly, the industrial scale rapid expansion, emerging electronic business information, trade and technology service enterprises. In 2010 the Chinese e-commerce market transaction volume reached 4.5 yuan, an increase of 22%. In 2011 the total Chinas e-commerce transactions to a record high, reached 5.88 yuan, of which the small and medium-sized enterprise e-commerce transaction volume reached 3.21 yuan. Too the