Game Study On Value Creation Of E-Commerce Platform Ecostsyem

This article selects the e-commerce platform ecosystem in the Internet industry as the main research object,and explores the relationship between the main value creation subjects of the system.Based on the value theory,and competition theory,the research scope and subject are defined;the e-commerce platform ecosystem evolution process is divided into stages,and the evolutionary game method is used to explore the main value creation participants at different stages.Strategy selection,identify key influencing factors,and explore the best strategy combination to achieve long-term value maximization and value distribution balance and stability;take Tmall Mall,a B2 C e-commerce platform ecosystem under the Alibaba Group,as an example,through interviews Obtain first-hand data and second-hand data from the company's official website,industry associations,etc.,and use Matplotlib for model simulation and simulation verification;finally,change the game thinking to improve the game model between value creation subjects,and carry out a platform ecology for it from the perspective of core platform companies Systematic management and supervision propose reasonable countermeasures and suggestions.This research uses value networks to find players in evolutionary games.The study found that in the initial stage of creation,users are the most important resources in the early stages of system creation.Platform companies will spare no effort to achieve network effects to attract users to join the system to achieve value creation;affecting suppliers The main factors in the decision are the cost of entry and the revenue of the entry;the main factors affecting whether the platform company chooses to open to a supplier are the entry management cost and its impact on the system's reputation;it is expected that a good state that maximizes the long-term value of the system is(entry,Open)strategy mix.In the development and operation stage,the credit problem caused by the asymmetry of information affects the system member's strategy selection and value creation.Through evolutionary game analysis,it is found that the main factors affecting whether users return goods are the genuine product price and what they consider to be genuine products.The main factor affecting whether the supplier is in compliance with production is the comparison between various gains and losses;the main factor affecting whether platform companies are actively managing system violations is reputation loss;and finally it is expected that during the development and operation stage,it is expected to achieve The good state of maximizing the long-term value of the system is a combination of strategies(non-return,compliance)and(compliance,active governance).The simulation appraisal method has confirmed theindustry applicability and effectiveness of the three game models.Based on changes in game thinking,changing game participants,changing value-added,changing rules,using appropriate tactics,and adjusting the scope of the game in a timely and reasonable manner.Adjust the game model to achieve the goals of maximizing the long-term value of the e-commerce platform ecosystem and achieving a balanced and stable value distribution.