[1]柳键,李玮.B2C模式下电子商务运营商与网络零售商两阶段博弈关系研究[J].江西师范大学学报(自然科学版),2016,40(02):214-221.
　LIU Jian,LI Wei.The Research on Two-Stage Game Between E-Commerce Operators and Online Retailers Based on B2C Mode[J].Journal of Jiangxi Normal University:Natural Science Edition,2016,40(02):214-221.
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B2C模式下电子商务运营商与网络零售商两阶段博弈关系研究()
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《江西师范大学学报》（自然科学版）[ISSN:1006-6977/CN:61-1281/TN]

卷:
40
期数:
2016年02期
页码:
214-221
栏目:
出版日期:
2016-03-25

文章信息/Info

Title:
The Research on Two-Stage Game Between E-Commerce Operators and Online Retailers Based on B2C Mode
作者:
柳键;李玮
1.江西财经大学信息管理学院,江西 南昌 330013; 2.江西师范大学数学与信息科学学院,江西 南昌 330022
Author(s):
LIU Jian; LI Wei
1.School of Information and Management,Jiangxi University of Finance and Economics,Nanchang Jiangxi 330013,China; 2.College of Mathematics and Informatics,Jiangxi Normal University,Nanchang Jiangxi 330022,China
关键词:
电子商务;  网络零售商;  博弈论
Keywords:
E-commerce;  online retailer;  game theory
分类号:
F 224.32
文献标志码:
A
摘要:
从网络零售商的行为出发,运用博弈论的方法对B2C模式下电子商务运营商和网络零售商之间的关系进行研究.构建了考虑商品在电子商务平台排名和商品售后服务等因素的需求函数,建立了一个动态合作的电子商务博弈模型,借此模型探讨了电子商务供应链中网络零售商与电子商务运营商的双方选择定价和服务问题.研究表明:随着售后服务对需求的敏感系数和质量得分对需求敏感系数的增加,网络零售商通过提高商品的售后服务水平和商品在电子商务平台的排名竞价,可以获得利润最大化; 同时,电子商务运营商通过降低商品技术服务费率也能获得最大利益.
Abstract:
From the angle of online retailers' behavior,the relationship between e-commerce operators and network retailers based on B2C mode by method of game theory is studied.Considering the ranking of goods in e-commerce platform,after-sales service and other factors,a new demand function is constructed and the dynamic cooperation model of e-commerce is established.Through the model the optimal pricing and level of service problems in the supply chain between e-commerce operators and online retailers is discussed.The research suggests that with the increases of sensitive coefficient about demand-service and demand-quality score,online retailers can obtain the maximize profit by improve the level of after-sales service and the ranking of goods in e-commerce platform.At the same time,the e-commerce operators also can get the maximum benefit by reducing the technical service fee of goods.

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备注/Memo

备注/Memo:
基金项目:江西省社会科学“十二五”规划课题(15GL12,15GL44),江西省自然科学基金(20151BAB207030)和江西省教育厅科技课题(GJJ14244)资助项目.
更新日期/Last Update: 1900-01-01