Research On Value Co-creation Mechanism Of Cold Chain Logistics Platform Ecosystem Based On Evolutionary Game

With the high-quality development of China’s economy,residents’ demand for fresh products is growing day by day,and the cold chain logistics market scale,which shares the fate with the quality and safety of fresh products,continues to expand.At the same time,the development of big data,Internet of Things,cloud computing,artificial intelligence and other new generation of digital technologies promote the reform of China’s cold chain logistics,constantly penetrate into the cold chain logistics service innovation process,promote the disruptive change of innovation mode,platform operation has become an important development trend of the cold chain logistics industry.The cold chain logistics platform ecosystem with the cold chain logistics platform enterprises as the core has gradually formed and developed.Different from the value creation mode of the traditional cold chain logistics enterprises operating in isolation,the cold chain logistics platform ecosystem is a value cocreation mode of the member enterprises of the system based on the network,collaboration and ecology of the core platform.How to realize the value co-creation of the cold chain logistics platform ecosystem is an important focus of academic and practical circles.Therefore,based on the evolutionary game method,this thesis firstly constructs the conceptual model of cold chain logistics platform ecosystem to describe its structural elements,and analyzes the roles and value co-creation relationships of stakeholders such as cold chain logistics platform enterprises,cold chain logistics service providers,fresh product sellers and government departments,so as to form an understanding of the value co-creation mechanism of cold chain logistics platform ecosystem.Secondly,an evolutionary game model of four-party value co-creation is constructed,and the evolutionary stable strategies and equilibrium points are analyzed by replicating dynamic equations.Finally,based on the system dynamics method,the SD model of four-party value co-creation evolutionary game is constructed,and Vensim software is used for simulation to describe the stable evolution trend of the initial behavior strategy of each agent and the influence of different factors on the choice of behavior strategy of each agent,so as to deepen the cognition of the evolutionary game mechanism of value cocreation of cold chain logistics platform ecosystem.Thus,revealing the value co-creation mechanism of cold chain logistics platform ecosystem.The research shows that:(1)The cold chain logistics platform ecosystem is based on the platform cold chain logistics enterprises as the core,gathers functional cold chain logistics service enterprises,fresh product sellers and external support institutions and other stakeholders.Through interaction and cooperation,system participants effectively integrate and utilize information,technology,capital and other resources to jointly create value,and ensure the circulation of fresh products in a safer and more efficient way.In turn,a mutualistic ecosystem is formed.(2)The realization of value co-creation of cold chain logistics platform ecosystem is the result of mutual influence and game among cold chain logistics platform enterprises,cold chain logistics service providers,fresh product sellers and government departments.Under the given income,any party actively participates in value co-creation activities with a high probability,which will drive the other three parties to continuously learn and optimize their own behavior strategies,and actively participate in value co-creation on the basis of the principle of profit maximization,so that the evolutionary game process can reach the equilibrium state of(1,1,1,1)and realize the value co-creation of the cold chain logistics platform ecosystem.(3)Value co-creation benefit,participation cost,speculation benefit,negative participation loss,platform incentive,default punishment,government subsidy,cost coefficient and other factors are the key factors that affect the choice of each subject’s value cocreation behavior strategy.Among them,value co-creation gains and negative participation losses positively affect the realization of value co-creation activities,participation costs and speculation gains negatively affect the realization of value co-creation activities,and appropriate platform incentives and default penalties also contribute to the realization of value co-creation activities.In addition,the active participation of government departments can reduce the cost coefficient of cold chain logistics service subjects and promote the realization of value co-creation,and reasonable subsidy measures are also key factors to promote the realization of value co-creation.The research conclusion of this thesis enriches the theoretical research content of cold chain logistics,platform ecosystem,and value co creation.At the same time,it not only provides certain management insights for cold chain logistics platform enterprises,cold chain logistics enterprises,fresh product sales enterprises,and other value co creation activities,but also provides certain reference for government policy formulation ideas.