从网络零售商的行为出发,运用博弈论的方法对B2 C模式下电子商务运营商和网络零售商之间的关系进行研究.构建了考虑商品在电子商务平台排名和商品售后服务等因素的需求函数,建立了一个动态合作的电子商务博弈模型,借此模型探讨了电子商务供应链中网络零售商与电子商务运营商的双方选择定价和服务问题.研究表明:随着售后服务对需求的敏感系数和质量得分对需求敏感系数的增加,网络零售商通过提高商品的售后服务水平和商品在电子商务平台的排名竞价,可以获得利润最大化;同时,电子商务运营商通过降低商品技术服务费率也能获得最大利益.%From the angle of online retailers' behavior,the relationship between e-commerce operators and network retailers based on B2C mode by method of game theory is studied. Considering the ranking of goods in e-commerce platform,after-sales service and other factors,a new demand function is constructed and the dynamic cooperation model of e-commerce is established. Through the model the optimal pricing and level of service problems in the sup-ply chain between e-commerce operators and online retailers is discussed. The research suggests that with the in-creases of sensitive coefficient about demand-service and demand-quality score ,online retailers can obtain the maxi-mize profit by improve the level of after-sales service and the ranking of goods in e-commerce platform. At the same time,the e-commerce operators also can get the maximum benefit by reducing the technical service fee of goods.
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