O2O模式供应链协调和利益分享机制研究——生鲜食品电商与O2O服务商合作行为演化博弈分析.docVIP

PAGE PAGE 23 O2O模式供应链协调和利益分享机制研究 ——生鲜食品电商与O2O服务商合作行为演化博弈分析 摘要：近十年，随着网络技术的发展与网络的普及，电子商务模式在我国迅速发展且逐渐成熟。而在近几年，随着市场的需求，出现了O2O模式，并且也在迅速的发展当中。但是由于才起步没多久，O2O模式还处于正在发展磨合阶段，在O2O模式的发展下，生鲜食品的O2O模式也开始发展，由于生鲜食品的特殊性，需要我们对该模式下供应链之间的协调和利益分享问题进行进一步的研究和分析。 本文介绍了我国现如今O2O模式发展的状况和国内外对O2O这一电子商务模式的研究现状，在结合前人的研究成果和我国O2O模式的现状下，开始研究O2O模式的电商和服务商之间的合作行为。然后分别在对O2O电子商务模式和生鲜食品O2O模式的特点进行了分析后，觉得生鲜食品具有很大的特殊性，在O2O模式下的研究需要特殊对待。最后以生鲜食品的O2O模式为例来分析生鲜食品的电商和O2O服务商之间的合作行为的演化博弈。首先生鲜食品O2O模式的电商和服务商之间的合作行为建立模型，再运用成本利益均分博弈矩阵和演化博弈动态稳定点分析这两种方法来对哪种情况下双方会进行合作，哪种情况下双方会选择不合作进行分析，最后对结果进行整合分析。 关键词：演化博弈、供应链、O2O模式、生鲜食品、合作行为 Review on O2O model of supply chain coordination and benefit coordinating mechanism —The evolutionary game analysis of fresh product business cooperation with the O2O service provider behavior Abstract: For nearly ten years, with the popularization and development of network technology and network, e-commerce in China developed rapidly and gradually mature. In recent years, with the market demand, the emergence of O2O mode, and also in the rapid development. But because only started not long, O2O mode is now still in the development period, the development of O2O mode in the O2O mode, the fresh food also began to develop, because of the particularity of fresh food, we need the mode of supply chain coordination This paper introduces the present situation of the situation is now O2O mode of development at home and abroad of the O2O electronic commerce mode in the present situation, combined with previous research results and the O2O model of our country, began to study on the model of O2O cooperation behavior between the electricity supplier and service provider. Then the characteristic of O2O electronic commerce mode and the O2O mode of fresh food were analyzed after feel fresh food is very special, the research on the O2O mode need special treatment. The evolutionary game with fresh food O2O model as an example to analyze the cooperation behavior between fresh food providers and O2O service provide