南京工业大学学报（社会科学版）2016，Vol.15Issue(1)：115-121,7.
基于 LBS 的 O2O 电子商务供需双方渠道选择的演化博弈分析
Evolutionary Game Analysis on Supply and Demand Parties′Channel Selection in O2O E-commerce based on Location Based Service
摘要
Abstract
O2O business mode gives birth to a new product sales channel for traditional industries, and brings a-bout a new way of consumption.Considering the influences on businesses and consumers brought by the online channel, the paper builds an evolutionary game model of the channel selection between merchants and consumers by using the method of evolutionary game.The evolutionary rule of channel selection of both parties is found with replicator dynamic equation.Three steady states and conditions are achieved by analyzing the influences of busi-ness costs and benefits as well as consumers′expected revenue, traffic costs, learning costs, risk cost on evolu-tion path and evolutionary stable strategy channel selection.Then suggestions are proposed.The paper provides theoretical foundation for businesses in their business mode selection.关键词
O2O电子商务/渠道选择/演化博弈/定位服务系统(LBS)Key words
O2O e-commerce/channel selection/evolutionary game/Location Based Service( LBS)分类
管理科学引用本文复制引用
李宝库,高玉平,倪元元..基于 LBS 的 O2O 电子商务供需双方渠道选择的演化博弈分析[J].南京工业大学学报（社会科学版）,2016,15(1):115-121,7.基金项目
国家自然科学基金项目（71172218）；高等学校博士学科点专项科研基金博导类项目 （）
