Research On Evolutionary Game And Simulations Between Manufacturers And E-commerce Platform In C2M E-commerce Model

C2M is a new e-business pattern,that under the background of transformation upgrading of manufacturing and integration of production and marketing.C2M e-business pattern uses e-business platform to connect consumers and manufacturers,by reducing redundant middlemen to achieve the integration of production section and circulation section.C2M uses big data and cloud computing technology to predict the market demand and direct the production process of manufacturers,in order to speed up the response to demand side and achieve the equilibrium of supply and demand.Manufacturers and e-commerce platforms,as the main entrants of this model,can obtain the benefits and expand the market brought by the new business model,but they also face new challenges,such as the high cost of industrial chain transformation,the control of commodity quality under the new model and so on.Relevant mechanisms involving resource sharing and benefit distribution also need to be updated.Therefore,the research focus of this paper is to analyze the value co-creation interactive behavior and game relationship between manufacturers and e-commerce platforms under the C2M e-commerce model,so as to better promote the development of the e-commerce model and industry integration.This paper conducts basic research on the value co-creation relationship between the manufacturer and the e-commerce platform under the C2M e-commerce model.First,the necessity and motivation of implementing the C2M e-commerce model are determined by analyzing the difficulties existing in manufacturers,the advantages of C2M e-commerce model.Next,the value co-creation process of C2M e-commerce model is divided into four stages:demand analysis and mining,product design and production,product delivery and product experience feedback,the stages of participation main body behavior and value proposition from generation to optimize process are analyzed,the interaction between the participants is analyzed based on the four elements of DART model.On this basis,the C2M implementation mode adopted by the mainstream e-commerce platforms in the market is compared with the relevant characteristics.Then,combining DART model and the characteristics of C2M e-commerce model,the factors influencing the participation of manufacturers and e-commerce platforms in value co-creation are analyzed.Based on the analysis of the influencing factors,in the second part of the main body of the article,the evolutionary game is used to analyze the evolution of collaborative cooperation strategy between the core participant manufacturers and the e-commerce platform in C2M e-commerce mode.The paper analyzes the benefit relationship of the participants and establishes the game payment matrix.Then,the stability analysis and parameter influence analysis of the model are carried out with the help of the replicating dynamic equation and Jacobi matrix.On this basis,the model simulation is carried out with the help of Matlab.The results show that:the improvement of the initial willingness to cooperate,the improvement of the direct benefits of cooperation,the improvement of learning ability,the degree of information sharing,the improvement of penalty for breach of contract and the reduction of cooperation input cost can promote manufacturers and e-commerce platforms to adopt the cooperative value co creation strategy faster;there is an optimal proportion of benefit distribution,which can make the cooperation probability and speed reach the highest.Combined with the analysis results of the model,the paper puts forward some policy suggestions,such as giving full play to the supporting role of e-commerce platform,establishing information sharing and interaction mechanism,and establishing and improving the cooperative value co creation mode,so as to promote participants to deepen cooperation and create benefits and values.