社群电商模式下供应链主从博弈的策略研究

Research on the Strategies of the Leader-Follower Game in the Supply Chain under the Community E-Commerce Model

摘要: 随着移动互联网的快速发展和智能手机的普及，社群电商成为一种新兴商业模式。在此模式下，供应商主导的两级供应链管理成为关键问题，而主从博弈均衡策略研究对优化供应链决策具有重要指导意义。本文针对供应商与多个零售商之间的博弈关系，提出一种新型协同免疫蜉蝣算法(Coevolutionary Immune Mayfly Agorithm, CIMA)，该算法模拟了蜉蝣的飞行行为与交配过程，不仅维持了种群多样性，而且增强了粒子群算法的全局寻优能力。数值仿真结果表明，该算法具有较强的寻优能力和收敛性能，此外，基于主从博弈的均衡分析，为社群电商背景下的供应链管理提供了理论支持与实践指导，有助于降低运营成本、提升资源配置效率，从而为电商经济的可持续发展创造经济效益。

Abstract: With the rapid development of mobile Internet and the popularization of smart phones, community e-commerce is regarded as a new business model. In this model, the two-level supply chain management dominated by suppliers has become a key issue, and the research on the equilibrium strategy of the leader-follower game has significant guiding significance for optimizing supply chain decisions. This paper proposes a novel coevolutionary immune Mayfly algorithm for the game relationship between suppliers and multiple retailers. The proposed algorithm simulates the flight behavior and mating process of mayflies, not only maintaining the diversity of population, but also enhancing the abilities of seeking the global optimization result. Numerical simulation results show that this algorithm has strong optimization ability and convergence performance. In addition, based on the equilibrium analysis of the leader-follower game, it provides theoretical support and practical guidance for supply chain management in the context of community e-commerce, which helps to reduce operating costs and improve resource allocation efficiency, thereby creating economic benefits for the sustainable development of the e-commerce economy.