商家促销问题的演化博弈

Evolutionary Game of Business Promotion Problem

摘要: 如今，随着我国市场经济的持续发展和日益完善，市场竞争变得愈加激烈。无论是线上平台还是线下实体商家，都在寻求提升自身商品核心竞争力的途径。在这种背景下，商家往往通过各种促销活动来吸引消费者。然而，这些促销手段的使用也伴随着诸多问题的出现。本文基于有限理性，结合演化博弈理论，构建了商家、政府和消费者之间的三方博弈模型。通过合理设置相关参数，推导出复制动态方程，并分析了各方在博弈中的策略选择对系统演化稳定性的影响。此外，本文还探讨了不同参数变化对博弈结果的影响，并利用MATLAB数值仿真验证了该理论模型的正确性。

Abstract: Nowadays, with the continuous development and increasing perfection of China’s market economy, market competition has become increasingly fierce. Both online platforms and offline physical merchants are seeking ways to enhance the core competitiveness of their products. Against this backdrop, merchants often resort to various promotional activities to attract consumers. However, the use of these promotional means is also accompanied by the emergence of many problems. Based on bounded rationality and combined with the evolutionary game theory, this paper constructs a tripartite game model among merchants, the government, and consumers. By reasonably setting relevant parameters, the replication dynamic equations are derived, and the impact of the strategic choices of all parties in the game on the evolutionary stability of the system is analyzed. In addition, this paper explores the impact of changes in different parameters on the game results and verifies the correctness of the theoretical model through MATLAB simulation.