摘要
电商之间渠道的合作受自身利益以及信任等各种因素的影响,对这些影响因素进行深入的分析,并对合作的可行性进行博弈研究,是电商企业渠道合作模式探索和实现路径研究的关键。基于合作博弈理论的视角,首先分析了电商开展渠道合作的相关影响因素,其次对电商之间渠道合作的可行性进行了博弈分析,并提出电商有效开展渠道合作需增进成员间的信任、深化合作水平、并建立有约束力的合作机制等建议。
At present,the competition between e-commerce platforms is becoming more and more fierce,and it is urgent for e-commerce to form a channel cooperation relationship,to maximize the convergence of industry market elements and resources,to create a win-win and cooperative platform,so as to realize the promotion of e-commerce cross-industry resources integration and innovation and development capabilities.However,the channel cooperation between e-commerce is affected by various factors such as self-interest and trust.The Game Analysis of these factors is very important for the study of the degree of channel cooperation between e-commerce.Firstly,this paper has analysed the relevant factors that influence the channel cooperation of e-commerce.And then,a game analysis on the feasibility of channel cooperation between e-commerce platforms has been explored,and corresponding suggestions has been put forward in this article.
作者
卢金荣
LU Jinrong(Department of Business,Minnan Normal Universtiy,Zhangzhou,Fujian 363000,China)
出处
《牡丹江师范学院学报（社会科学版）》
2019年第6期24-34,共11页
Journal of Mudanjiang Normal University(Social Sciences Edition)
基金
国家社科西部项目(19XJY010)
关键词
电商企业
渠道
合作博弈
e-commerce enterprise
channel
cooperative game
作者简介
卢金荣(1978-),男,福建漳州人,讲师,博士,主要从事企业管理、电子商务和博弈论研究。
