基于演化博弈的商品砼电商平台价值共创研究

张懿云

摘 要

自德国提出“工业4.0”战略后，在全世界范围内引发了新一轮工业转型竞赛，中国提出“互联网+”行动计划、“中国制造2025”等促进传统产业的转型升级。与制造业相比，建筑业也存在生产效率低、创新能力弱等问题。随着“互联网+”时代的到来，建筑业与互联网的深度融合已是大势所趋。建筑产业互联网的发展还处于起步阶段，以建材交易平台应用较多，商品砼电商平台作为其中之一，其规模扩张和持续发展面临着利益分配、信用机制等方面的问题，因此本文研究重点是商品砼电商平台价值共创模式、行为及博弈关系，以更好促进该平台模式发展。

本文首先对商品砼电商平台价值共创关系进行研究，主要包含三部分：一是在阐述商品砼电商平台价值共创内涵的基础上，从微观、中观、微观三方面进行动因分析；二是价值共创模式分析，包含参与主体、过程等，构建了DART模型；三是基于DART四要素得出核心主体生产商与平台价值共创的影响因素。其次研究商品砼电商平台价值共创行为，通过构建生产商与平台的演化博弈模型对双方合作策略的选择进行了分析，建立双方收益矩阵，借助复制动态方程与雅可比矩阵分析模型稳定性和参数影响，并对参数赋值，利用Matlab进行模拟仿真。

通过研究发现：合作初始意愿、合作单位利润、数字化改造努力程度、信息共享程度、违约惩罚力度等的提升以及合作成本、合作风险的降低使生产商与平台更容易达成合作。当生产商收益略高于平台时，双方合作速率达到最快。结合分析结果，提出采取合理利益分配、建立有效协同机制、升级数字化管理技术等建议，以促进平台与生产商加深合作、共创价值，为建筑产业互联网平台的发展提供参考。

关键词：建筑产业互联网；商品砼；电商平台；价值共创；DART模型；演化博弈

Abstract

Since Germany put forward the "Industry 4.0" strategy, a new round of industrial transformation competition has been triggered around the world. China has proposed the "Internet plus" action plan and "Made in China 2025" to promote the transformation and upgrading of traditional industries. Compared with the manufacturing industry, the construction industry also has problems such as low production efficiency and weak innovation ability. With the advent of the "Internet +" era, the deep integration of the construction industry and the Internet has become a general trend. Construction industry the development of the Internet is still in its infancy, with building materials trading platform application more, commodity concrete electric business platform, for one, its scale expansion and sustainable development face interests distribution, the problem of credit mechanism and so on, therefore this article research is focused on commercial concrete electric business platform value creating model, behavior and the game relationship, in order to better promote the development of the platform model.

This paper firstly studies the value co-creation relationship of commercial concrete e-commerce platform, which mainly includes three parts: first, on the basis of elaborating the value co-creation connotation of commercial concrete e-commerce platform, motivation analysis is carried out from micro, medium and micro aspects; Second, value co-creation model analysis, including participants, process, etc., to build the DART model; Thirdly, based on the four elements of DART, the influencing factors of the co-creation of the core main producer and the platform value are obtained. Second research to create the behavior of value of merchandise concrete electric business platform by constructing a dynamic game model of the evolution of the producers and platform for cooperation strategy was analyzed, and the choice of, both sides benefit matrix was established by using replicated dynamic equation and the jacobian matrix, stability analysis model and parameters, and the parameters of the assignment, use of Matlab simulation.

It is found that the improvement of initial willingness of cooperation, profits of cooperative units, digital transformation efforts, information sharing, penalty for breach of contract, and the reduction of cooperation costs and risks make it easier for manufacturers and platforms to reach cooperation. When the producer's revenue is slightly higher than the platform, the cooperation rate reaches the fastest. Combined with the analysis results, some suggestions are put forward, such as adopting reasonable profit distribution, establishing effective coordination mechanism and upgrading digital management technology, so as to promote the platform and manufacturer to deepen cooperation and create value together, and provide reference for the development of construction industry Internet platform.

Keywords: Internet of Construction Industry; Commercial Concrete; E-commerce Platform; Value Co-creation; DART Model; Evolutionary Game Theory