摘要
餐饮服务交易渠道有了多元化选择。运用演化博弈方法针对餐饮服务提供商和消费者渠道选择的演化过程进行研究,结合服务特性建立了餐饮服务供需双方选择渠道的演化博弈模型,分析了传统渠道和双渠道两种策略下的选择行为,根据复制动态方程得到了双方渠道选择行为的局部均衡点,利用数值仿真验证了各种情况下均衡点的演化趋势,分析并提出相应的演化稳定策略。研究得出:系统的演化稳定策略受到服务提供商网络渠道与传统渠道的收益差额以及两种渠道下的消费者效用的影响,在实践中,餐饮服务提供商和消费者进行渠道选择决策时应该考虑这些影响因素。
There are various channels for Catering service trading. The evolutionary process of channel selection of catering service providers and customers is studied with the method of evolutionary game. Firstly, the evolutionary game model between the supply and the demand parties of service is built, the service characteristics are considered; then the channel selection behavior of both sides to the traditional channel and the dualchannel is analyzed. Thirdly, the partial equilibrium points of channel selection behavior are obtained based on the replicator dynamics equation. Fourthly, the numerical simulation is used to verify the evolutionary trend in each condition. Finally, equilibrium points are analyzed to obtain evolutionary stable strategy. Findings of the study are as follows： the yield gap between the internet channel and the traditional channel of catering service providers and consumers utility in both channels has influenced on the evolutionary stable strategy of the system. In practice, catering service providers and customers ought to take these influence factors into consideration when selecting channels.
出处
《杭州电子科技大学学报（社会科学版）》
2016年第1期12-17,23,共7页
Journal of Hangzhou Dianzi University：Social Sciences
基金
浙江省哲学社会科学规划项目(13NDJC038YB)
关键词
渠道选择
演化博弈
餐饮服务特性
演化稳定策略
channel selection
evolutionary game
catering service characteristics
evolutionary stable strategy
