Research On O2O Model Of Clothing Enterprises Based On Game Theory

With the rapid development of electronic commerce, O2O as a new business model,has aroused widespread concern. In recent years, because of fierce competition in the apparel market and the impact of the electricity supplier, the traditional garment enterprises are facing tremendous pressures and challenges, the O2O transformation become the way to change the present situation.Clothing O2O mode as a combination of the electricity supplier and the store model,it is essentially Nash equilibrium. This paper mainly researches the appearance, operation,problems and strategy of the garment enterprises O2O mode by game analysis. This paper mainly studies the application of garment enterprises O2O mode from two aspects: the cost-benefit and the conflict of interest, analysis O2O mode' s feasibility in the clothing business from cost-benefit, and solves the problem of price making and the benefits distribution that garment enterprises O2O mode must face by building models.By studying results of the model Construction and real data analysis, in the cost-benefit aspect, whether the garment enterprises determine to adopt O2O mode according to their cost estimates and the ability of the actual operating, especially for small-scale garment enterprises, they need to be carefully selected according to the actual situation.At the same time, cooperation of different groups of mode selection garment enterprises will affect each other. In the distribution of benefits aspect, through online and offline research under differential pricing strategy, they can be drawn from the best equilibrium price and profit formula, in addition, the use of shapley value method of garment enterprises O2O mode allocated interest and obtain the correction value according to the degree of risk, clothing O2O enterprises can benefit distribution more fair and just. Finally, the paper analysis the situation of Y garment enterprise's O2O mode,verify the feasibility of the model and made some Optimization Strategies. If the garment enterprises innovative O2O mode according to their development situation, in-depth analysis and effective solution to the problem of the text study, the model can help enterprises and consumers to achieve a win-win situation.