基于博弈论的大学生网络日化品商店运营模式研究

发布时间：2019-01-03 19:48

【摘要】：高校学生的就业问题是改革开放以来我国亟待解决的社会问题之一。无论是来自于“985”,“211”院校还是来自于普通高校的大学生,都面临着激烈的竞争环境。不少公司的招聘条件已经从单一的岗位要求上升到涉及身高、户籍,学籍等层面上来,这使得不少处于普通院校或者二级民办院校的学生处在了相对尴尬的境地。于是,在国家鼓励部分高校大学生自主创业的大背景下,本文试图探讨大学生如何采取自营网店的方式进行谋生。本文的理论基础来源于决策制定的经典工具“博弈论”,同时结合管理学的相关知识,在定性分析和定量分析的基础上探讨了网店运营过程中网店业主与不同参与者之间的博弈问题,最后结合实例分析得出网店业主在不同博弈阶段的不同博弈策略。文章总共有六个章节,首先在绪论部分介绍了文章的研究背景、意义、目的、国内外研究动态、研究内容,方法和技术路线；随后对网店运营环境进行分析,探讨了网店运营的现状和发展趋势并指出其存在的主要问题；接着,探讨了运用博弈论分析网店运营策略的可行性：首先介绍了博弈论的相关理论即博弈论的概念、基本分类及发展历程;然后分析了网店运营过程中涉及到的博弈要素是否完备；随后,结合“淘宝网”上的数据分析、受众需求特点的定性分析、“智猪博弈”模型确定网店运营的主打产品。在本文的主体部分,针对网店运营的各阶段进行博弈模型的构建并进行了实例应用：第一阶段是网店业主在进货时与供应商之间的价格博弈并运用定性分析的方法确定了订货批量；第二阶段是网店业主与同行之间的博弈：包含产品销售时的定价博弈及产品推广时网店业主与同行之间的信号博弈；通过“囚徒困境”本文说明了网店业主与同行若采取低价竞争的策略将会造成两败俱伤,再运用收益矩阵分析双方是否采取创新的方法来吸引更多的客户;第三阶段是网店业主与顾客的博弈：包含网店业主与顾客在售中过程中的价格博弈及网店业主与顾客的售后产品质量博弈;第四阶段是网店业主与员工之间的博弈：包含网店业主与准员工之间的工资博弈及网店业主与现有员工之间的工作效率博弈；最后一个阶段是网店业主与政府之间的混合策略税收博弈；最后,对本文的研究效果作出评价,同时进行研究空间的展望。
[Abstract]:The employment of college students is one of the urgent social problems in China since the reform and opening up. Both from "985", "211" colleges and universities from ordinary college students, are facing fierce competition. The recruitment conditions of many companies have risen from a single post requirement to the level of height, household registration, student status, etc., which makes many students in ordinary colleges or secondary private colleges in a relatively awkward situation. Therefore, under the background of encouraging some college students to start their own businesses, this paper attempts to explore how college students can make a living by using self-owned online shops. The theoretical basis of this paper is derived from the classic tool of decision making, "Game Theory", combined with the relevant knowledge of management. On the basis of qualitative analysis and quantitative analysis, this paper discusses the game problem between shop owner and different participants in the process of online store operation. There are six chapters in this paper. Firstly, the research background, significance, purpose, domestic and foreign research trends, research contents, methods and technical routes are introduced in the introduction part. Then it analyzes the operating environment of online store, discusses the current situation and development trend of online store operation and points out its main problems. Then, it discusses the feasibility of using game theory to analyze the strategy of online store operation: firstly, it introduces the related theory of game theory, namely, the concept, basic classification and development course of game theory; Then it analyzes whether the game elements involved in the online store operation are complete or not. Then, combined with the data analysis on Taobao, the qualitative analysis of the characteristics of audience demand, the "smart pig game" model determines the main products of online store operation. In the main part of this article, This paper constructs the game model for each stage of online store operation and carries on the example application: the first stage is the price game between the owner of the shop and the supplier when the goods are in stock and uses the qualitative analysis method to determine the order batch; The second stage is the game between the owner and the peer: including the pricing game when the product is sold and the signal game between the owner and the peer when the product is popularized; Through the "Prisoner's Dilemma", this paper explains that if the owners and peers of online shops adopt the strategy of low price competition, they will lose both sides, and then use the income matrix to analyze whether the two sides adopt innovative methods to attract more customers; The third stage is the game between the shop owner and the customer, including the price game between the owner and the customer in the process of sale and the game of the after-sale product quality between the owner of the shop and the customer. The fourth stage is the game between the owner and the employee of the shop: including the salary game between the owner and the prospective employee and the efficiency game between the owner of the shop and the existing staff; The last stage is the tax game of the mixed strategy between the owner and the government. Finally, the research effect of this paper is evaluated and the research space is prospected.
【学位授予单位】：东北农业大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F724.6;G647.38;F224.32

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