Game Research On Retailing Model Based On The Commodity Relevance

With the booming development of the Internet industry and the introduction of new retail industry,the pace of updating in China's retail industry is getting faster and faster,and consumers have increasingly demanding better consumer experiences.Traditional offline retail companies are facing severe competition pressure.The scale of traditional retail industry is huge.It is of great theoretical significance and economic value to study the behavior of traditional retail enterprises and provide reasonable and effective suggestions for the development of enterprises.This article defines the concept of commodity relevance,and solves it through an improved gray relevance model.Then introducing the commodity relevance to the mixed channel supply chain model,a mixed channel supply chain system based on the commodity relevance was constructed.It provides reasonable and effective suggestions for them.The work of this paper is mainly divided into the following three aspects:Initially,the concept of commodity relevance was defined in the context of practical significance,and the grey system theory was used to solve the product relevance by improving a gray slope relevance model.Secondly,considering the impact of price differences on mixed channels on the demand for goods,the concept of commodity relevance is introduced,and a mixed channel supply chain system based on channel price conflicts is established.Based on the Stackelberg model of complete information dynamic game,the equilibrium pricing of each component of the supply chain system The strategy is studied,and the influence of factors such as the degree of product relevance,retailer's promotional investment,and channel diversion on the pricing strategy of each member in the supply chain system is analyzed.Later,numerical simulation was performed by a computer,which more intuitively reflected the influence of a certain retailer's promotional investment on the equilibrium pricing strategy of the entire supply chain system.Finally,a two-party game model consisting of two offline retail companies was constructed according to the demand function of each channel under the channel price conflict.The feasibility of joint marketing activities of offline retail companies was studied,and the conditions of complete information were analyzed.Pure strategy Nash equilibrium and mixed strategy Nash equilibrium for two retailers.In addition,the assumption of bounded rationality is introduced into the game model,and the stability of the Nash equilibrium is analyzed.The trembling hand equilibrium strategy of the two retailers is given.The influence of the retailer based on the relevance of the product in the context of new retail is discussed.The conditions for carrying out joint marketing activities provide theoretical guidance for offline retail companies in their actual business activities.