剑河钩藤电商佣金分配机制的三方演化博弈

A Tripartite Evolutionary Game Analysis of E-Commerce Commission Distribution Mechanism for Jianhe Uncaria rhynchophylla

摘要: 在剑河钩藤电商化过程中，平台佣金设定、商家质量投入与消费者购买行为存在动态利益冲突。文章构建了三方演化博弈模型，在统一货币等价收益框架下，分析低佣金率、高质量成本、补贴强度及消费者偏好对系统协同演化的影响，并基于Python进行数值仿真。研究发现：基准情形下系统可收敛于“低佣金–高质量–高购买”的均衡状态。低佣金率过低会使平台失去维持低佣金策略的动力，当提至约0.10时三方更易协同；高质量成本升至3.20~3.50区间时，系统将失稳并滑向低质量状态；补贴强度达0.70及以上、消费者质量偏好提至1.00及以上时，系统方能跨越启动门槛实现稳定收敛。研究表明，剑河钩藤电商协同的关键在于通过适度佣金、成本控制、政策启动与需求培育形成正反馈。文章为道地中药材电商定价与质量治理提供了量化参考。

Abstract: During the e-commerce transformation of Jianhe Uncaria rhynchophylla (Gouteng), there exist dynamic conflicts of interest among platform commission setting, merchant quality investment, and consumer purchasing behavior. This paper constructs a tripartite evolutionary game model to analyze the impacts of low commission rate, high-quality cost, subsidy intensity, and consumer preference on the system’s co-evolution under a unified monetary equivalent payoff framework, and conducts numerical simulations based on Python. The results show that the system can converge to the “low commission - high quality - high purchase” equilibrium state in the baseline scenario. Excessively low commission rates will deprive platforms of the incentive to maintain low commission strategies, and tripartite synergy is more likely to be achieved when the commission rate is raised to approximately 0.10. When the high-quality cost rises to the range of 3.20~3.50, the system will become unstable and degenerate into a low-quality state. Only when the subsidy intensity reaches 0.70 or above and consumers’ quality preference is raised to 1.00 or above can the system cross the start-up threshold and achieve stable convergence. The study indicates that the key to the e-commerce synergy of Jianhe Uncaria rhynchophylla lies in forming a positive feedback loop through moderate commission rates, cost control, policy initiation, and demand cultivation. This paper provides a quantitative reference for the e-commerce pricing and quality governance of authentic Chinese medicinal materials.