Research On Synergy Model And Application Of E-commerce Ecological Chain Based On Game Theory

The prevalence of e-commerce marketing models has brought great impact on traditional industries.A large number of coating companies have used their own e-commerce platforms or use third-party platforms to conduct product marketing.The competition in the nodes of coating product supply chains has become more complicated.In order to get rid of the pressure of survival,some small and medium-sized paint companies started spontaneously to establish a new e-commerce production and sales platform for paints.The demand for win-win results from various enterprise nodes in this type of platform has formed the synergy of the paint e-commerce eco-chain.In order to be better guide the development of this type of e-commerce platform,it is urgent to research and apply the collaborative formation process and collaborative model of this e-commerce eco-chain.This paper uses the A-commerce platform as a prototype to apply the ecological chain theory to research.The main research work is as follows:(1)By summarizing the theory of ecosystems,the concept of e-commerce eco-chain is defined.Through the analysis of the difference and connection between e-commerce supply chain and e-commerce ecological chain,the theoretical basis of supply chain collaboration is applied in the research of e-commerce eco-chain,and relevant basic conditions for e-commerce ecosystem chain cooperation are obtained.(2)Using collaborative theory and game theory to analyze the behavior of nodes involved in the ecosystem construction of e-commerce eco-chain collaboration,and establish a game model of nodes.When the equilibrium condition is satisfied,the analysis node participates in the mechanism of e-commerce eco-chain collaboration to establish a collaborative model.By Equilibrium collaborative game,study co-coupled,collaborative analysis system integrity.(3)Applying the e-commerce eco-chain collaborative model in the coatings industry to analyze the synergy effect of the paint e-commerce eco-chain.The grey relational degree theory was used to evaluate the collaborative construction of the coating e-commerce eco-chain,and an evaluation index system was established.The index system affecting thesynergy system was ranked by MATLAB,and the influence degree of the impact index was obtained.Obtain relevant data from the company under study,obtain results,analyze and provide countermeasures and suggestions for the evolution of e-commerce eco-chain collaboration to guide the development of the research platform.This article uses the A platform as a prototype to design the e-commerce eco-chain,the various nodes in the completion of the game of interest under the conditions of system coordination,the resulting collaborative model after analysis applied to the paint e-commerce ecosystem.The collaborative model studied has a guiding role for other e-commerce platforms to build an ecological chain system.