基于电商平台与商家定价Stackelberg博弈的动态物流策略
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关键词：电商物流模式；完全信息动态博弈；斯坦克尔伯格模型；定价策略；逆向归纳法中图分类号：TP399；F274 文献标志码：A 文章编号：1001-3695（2025）10-024-3084-08doi： 10.19734/j. issn.1001-3695.2025.02.0087
Dynamic logistics strategy based on Stackelberg game pricing between E-commerce platforms and merchants
Shi Jiani，ChenXiqiong†，Hu Dawei （University，Xi'an71Oo64，China）
Abstract：This paper exploredthe feasibility E-commerce platforms toachieve business expansionand improveconsumer satisfaction through self-building logistics.Itconsideredanonlinesalessystem involving E-commerce platforms，merchants， andlogisticscompanies.Aimingatthe problem diffrentlogisticsservice strategychoices forE-commerceplatformsand merchants，thispaperproposedfour combinationslogistics strategies，andconstructed the Stackelberg models theplatforms regarding logisticsservicesand merchants regarding commodity pricing undereach strategy to form nested games.It adoptedbackwardinduction tosolvetheoptimaldecisionsundereach strategy，obtainedtheoptimalrevenues thefour strategiesrespectively，andthencomparedandanalyzed therevenues merchantsandE-commerce platforms underdiferent logisticsstrategies.Finally，itapliedbackwardinductionagaintobtaintheoptimallgisticsstrategiestheplatfosand merchants.Thispaperconducted numericalexperiments toanalyze thelogisticsdecisions E-commerce platformsand merchants underdiferent consumer preferences.Resultsshow thatunderthe Stackelbergoptimal equilibrium strategy，when merchants chose theoptimal decisionsastheSJstrategyortheNJstrategy，theplatform’sdecisionistheSJstrategy，andshowa stronger inclination tobuilditsownlogistics.Atthis ime，boththeplatformsand merchantscanobtainbeterrevenues.When theconsumptionenvironmentchanges，theconsumerdemandandthe pricesensitivitycoeficient haveamore significantimpactonthedecision-makingplatforms and merchantscompared withthelogisticsservicesensivitycoeficient.Thisresearch provides theoretical support for the logistics selection decisions platforms and merchants.
Key words：E-commerce logisticsmodel；complete informationdynamicgame；Stackelbergmodel；pricing strategy；backward induction
0 引言
近年来，电子商务快速发展，极大地便利了人们的生活[1]。（剩余21392字）
