电商平台提供优惠策略与用户类型的演化博弈分析

Evolutionary Game Analysis of Discount Strategies and User Types on E-Commerce Platforms

摘要: 本文基于电商平台面向用户的优惠策略、用户平台使用时长类型等因素，从电商平台与用户双重视角聚焦双方策略选择问题，构建两方动态演化博弈模型，并系统分析模型的策略选择逻辑与演化路径。平台关键要让用户对优惠感知大于时间成本，其次根据目标用户选取策略：满足短时间用户则要降低低优惠与高优惠商品收益差；满足长时间用户就要放大高优惠力度与商品收益优势。

Abstract: Based on factors such as e-commerce platforms’ preferential strategies for users and the types of users’ platform usage duration, this paper focuses on the strategy selection of both parties from the dual perspectives of e-commerce platforms and users, constructs a two-party dynamic evolutionary game model, and systematically analyzes the strategy selection logic and evolutionary path of the model. It is crucial for the platform to ensure that users’ preference perception of discounts exceeds their time cost. Furthermore, the platform should select corresponding strategies according to its target user groups: to cater to short-duration users, it needs to narrow the product revenue gap between low-preferential and high-preferential strategies; to target long-duration users, it should amplify the strength of high-preferential strategies and the advantages of product revenue.