基于企业集群对直播销售市场稳定性的研究

Research on the Stability of Live Sales Market Based on Enterprise Cluster

摘要: 本文基于集群企业之间的技术溢出，研究集群企业为同一网络销售平台提供商品对市场的影响。首先建立了一个静态竞争模型，由于动态分析的必要性，我们建立了具有异质预期参与人的非线性动力系统并且进一步分析了均衡点的局部稳定性。通过数值仿真，分析了集群溢出、产品差异对市场的影响，最终得到以下结论：首先，当产品可替代性固定时，企业集群之间的技术溢出越小越能保持市场的稳定；其次，集群企业之间提供的商品彼此之间的可替代性越大，越能保持市场的稳定，同时集群企业之间的技术溢出也能在更大范围内保持市场稳定；最后，由于集群企业为直播销售平台提供商品的策略不同，使用边际利润进行梯度策略调整的企业更需要在第一次给销售平台提供商品时慎重考虑供货数量。

Abstract: Based on the technology spillover between cluster enterprises, this paper studies the impact of cluster enterprises providing goods for the same network sales platform on the market. Firstly, a static game is established. Due to the necessity of dynamic analysis, we establish a nonlinear dynamic system with heterogeneous expected participants and further analyze the local stability of the equilibrium point. Through numerical simulation, the influence of cluster spillover and product difference on the market is analyzed. Finally, the following conclusions are obtained: First, when the product substitutability is fixed, the smaller the technology spillover between enterprise clusters is, the more stable the market is. Secondly, the greater the substitutability between the commodities provided by the cluster enterprises, the more stable the market can be maintained, and meanwhile, the technology spillover between enterprises in a cluster can also maintain market stability in a larger scope; finally, due to the different strategies of cluster enterprises to provide goods for live sales platforms, enterprises that use a gradient adjustment strategy based on marginal profits need to carefully consider the number of supplies when providing goods to the sales platform for the first time.