基于公平关切线上与线下销售渠道演化博弈研究

公平关切影响决策行为，为分析公平关切对线上与线下销售渠道决策行为和竞争策略影响，构建线上与线下销售渠道博弈模型。基于博弈模型，对比分析四种公平关切情况对线上与线下决策变量和利润影响。进一步，为获得线上与线下稳定博弈结果，基于四种公平关切构建演化博弈模型，分析不同公平关切行为对销售渠道参与者决策行为影响。研究主要得到：一方采取公平关切时，会减少另一方收益；一方采取合作公平关切策略与另一方采取公平关切密切相关，也即当一方采取公平关切概率大于某一阀值时，另一方采取不公平关切；线上与线下经过长期演化博弈，演化稳定点为双方都采取公平关切。

Studying on Evolution Game Between Online and Offline Sales Based on Fair Concern

With the rapid development of the Internet, online sales not only become an important part of the sales market, but also influence the traditional sales model (offline sales) changes. However, the online and offline sales will exist in the market for a long time, because the online and offline have irreplaceable advantages. And more, fairness concerns effect the decision-making behavior of participants in the market competition. Thus, the game model between online and offline sales is constructed in order to analyze the impact of fair concern on decision behavior and competitive strategy. Firstly, the decision and profits are comparably analyzed from the four conditions of fairness concerns based on the game model. Secondly, the evolutionary game model is constructed based on the four conditions of fairness concerns in order to analyze the influence of different equity concerns on the decision-making behavior of the participants in the sales channel. The main results are as follows:the other sales profit will be reduced when fairness concerns are adopted by online or offline; offline taking fairness concerns or unfair concern strategy is closely related to the online strategies, i.e. the offline takes unfair concerns when online takes fairness concerns of probability is greater than a certain threshold, on the contrary, adopt fairness concerns; the evolutionary equilibrium stability strategy is to adopt fair concern on both sides after a long period of evolutionary game between online and offline sales. The scientific decisions could be provided to online and offline sales through this study.