O2O模式下农资电商线下服务点选择演化博弈分析

发布时间：2018-03-11 19:24

  本文选题：线上到线下(OO)模式　切入点：农资电商　出处：《江苏农业科学》2017年15期 　论文类型：期刊论文

【摘要】：线上线下协同的农资线上到线下(O2O)模式为解决农民缺乏相应的农技知识以及为农民对在网上购买的农资质量问题提出了很好的建议,但在具体实施过程中农资O2O模式中线上电商平台是自建服务点还是利用现有的农业"三站"(即农技站、土肥站、植保站)提供线下服务是个值得思考的问题。运用演化博弈原理建立电商以及现有农业"三站"不同策略下的支付矩阵,求解稳定策略,并分析不同系数变化对农资O2O模式下电商线下服务点选择的影响,为O2O模式下农资电商线下服务点的选择提供理论依据,为农资电商的持续发展提供保障。
[Abstract]:The online and offline cooperative mode of O2O) provides a good suggestion to solve the problem of farmers' lack of knowledge of agricultural technology and farmers' quality of agricultural materials purchased on the Internet. However, in the process of implementing the O2O model of agricultural materials, is the e-commerce platform on the middle line of the agricultural material O2O mode to build its own service point or to use the existing agricultural "three stations" (that is, agricultural technology station, soil fertilizer station, etc.). Using evolutionary game theory to establish the payment matrix under different strategies of ecommerce and agriculture "three stations", and to solve the stability strategy. The influence of different coefficients on the selection of service points under the mode of O2O is analyzed, which provides a theoretical basis for the selection of service points under the mode of O2O, and provides a guarantee for the sustainable development of agricultural enterprises.
【作者单位】： 哈尔滨商业大学管理学院;
【基金】：国家社会科学基金(编号:14BJY112) 黑龙江省哲学社会科学研究规划项目(编号:14B065) 2014年黑龙江省应用技术研究与开发计划(编号:GC14D409) 黑龙江省普通本科高等学校青年创新人才培养计划(编号:UNPYSCT-2015064)
【分类号】：F224.32;F724.6
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本文编号：1599563