摘要
着眼于品牌方双渠道运营模式,文章建立电商平台、品牌方和带货主播的三方Stackelberg博弈模型,以利润最大化为目标,利用逆向归纳法求出三方的最优决策和最大利润,分析了渠道消费偏好等重要参数对最优决策的影响.通过对双渠道销售模式下的博弈模型研究,对线上销售行业的发展有一定的指导意义,为供应链中的博弈方实施决策提供理论依据和思路.
Focused on the dual-channel operation mode of the brand side,the article establishes a three party Stackelberg game model of e-commerce platform,brand side and anchor with goods,takes profit maximi⁃zation as the goal,finds the optimal decision and maximum profits from the three parties by reverse induction,and analyzes the influence of important parameters such as channel consumption preference to the optimal de⁃cision.The article studies the game model under the dual-channel sales mode,that has certain guiding implica⁃tions for the healthy development of the online shopping industry and provides theoretical support and research ideas for the honest decision-making of game players in the supply chain.
作者
朱燕杰
陆媛媛
ZHU Yan-jie;LU Yuan-yuan(College of Mathematics and Computer,Jilin Normal University,Siping 136000,China)
出处
《白城师范学院学报》
2023年第5期26-34,共9页
Journal of Baicheng Normal University
基金
国家自然科学基金项目(71501082)。
作者简介
朱燕杰(1998-),女,硕士研究生,研究方向:博弈论;通信作者:陆媛媛(1978-),女,教授,博士,硕士生导师,研究方向:运筹学,供应链与物流管理.
