The Regional Brand Building of Agricultural Product Electric Commence Based on the Bivalent Car Model
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摘要: 在电商交易平台上，农产品大致可以分为不可退换的农产品和可退换的农产品两大类。这两类产品在交易博弈时，具有各自不同的博弈特点。文章从博弈论的视角，利用双价二手车模型和有退款保证的双价二手车模型分别对这两类农产品进行了博弈分析。研究发现：不可退换农产品卖家在短期内由于是一次博弈，所以会倾向于以高价提供劣质产品，但是在长期内，这种行为将对区域品牌的建设带来严重的不良影响；而可退换农产品由于完善的售后机制，将使市场实现完全成功的完美的贝叶斯均衡。基于此，文章从完善售后承诺、加强市场监管力度和提高产品质量等三方面提出了相应的对策建议。Abstract: The agricultural products sold on the e-commerce platform can be roughly divided into two categories, one is non-exchangeable agricultural products, and the other is exchangeable agricultural products. These two kinds of products have their own different characteristics in the game theory. In this paper, the game analysis of the two types of agricultural products is conductedby using the bivalent car model and bivalent car model with refund guarantee. The seller who sold non-exchangeable agricultural products tends to provide inferior products at high prices; the seller who sold exchangeable agricultural products due to the perfect after-sale mechanism, the market will be the perfect, which can be described by the theory of Bayesian equilibrium. Based on this, the article puts forward the corresponding countermeasures from perfecting the after-sales commitment, strengthening the market supervision and improving product quality.
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