Agricultural Electronic Commerce O2O Model And Its Evolutionary Game Analysis

The rapid development of e-commerce has brought about the transformation of the global economy.More and more traditional industry companies expect to use this new business model to gain core competitiveness in the fierce market competition and especially the emergence of the e-commerce O2O model.O2O model connects offline experience with online e-commerce.Due to the characteristics of its decentralized operations,the agricultural product industry has leveraged the O2O model to achieve transformation upgrading,and it has become necessary to bring market vitality and commercial value into play.This thesis first reviews the related theories and research results of O2O models,e-commerce models of agricultural products,business models and evolutionary games at home and abroad.Then presents the problems in the current research of agricultural products e-commerce in O2O model.Secondly,the basic framework and characteristics of the e-commerce O2O model for agricultural products were constructed using the method of document analysis.And then apply the business model canvas method to analyze the agricultural business e-commerce O2O business model from five dimensions: customer,channel,value,infrastructure and profit structure.Finally,using evolutionary game method to include the three main stakeholders in the e-commerce O2O model of agricultural products into the analysis framework,establishing two sets of evolutionary game models for farmers-agricultural companies and agricultural products companies-third-party e-commerce platforms,analyzing the dynamic evolution process,evolutionary stability strategies,and their corresponding conditions of each subject's behavioral decisions,studying how each party's decision-making behavior interacts and using the numerical simulation method to verify the game results and give corresponding suggestions to provide reference for the development and application of agricultural e-commerce O2O model.