从有限理性角度分析电商企业价格战

Analyzing the Price War of E-Commerce Enterprises from the Perspective of Bounded Rationality

摘要: 本文利用多目标博弈的方法，从有限理性角度分析了电商企业价格战。研究结果表明，在适当的情况下，即使不完全了解市场信息，电商企业的营销策略也不会受到太大的影响，在大多数时候都可以做出对自己有利，让自己满意的策略。

Abstract: This article uses multi-objective game theory to analyze the price war of e-commerce enterprises from the perspective of bounded rationality. The research results indicate that under appropriate circumstances, even without a complete understanding of market information, e-commerce companies’ marketing strategies are not greatly affected, and most of the time they can make strategies that are beneficial to themselves and satisfy themselves.