Analysis of Omni-Channel Evolution Game Strategy for E-Commerce Enterprises in the Context of Online and Offline Integration

Abstract

With the upgrading of people’s consumption patterns, the omni-channel supply chain becomes the mainstream form of e-commerce platform enterprise development. Aiming at two different e-commerce enterprises, we construct an evolutionary game model for enterprises’ “online+offline” omni-channel construction strategy by self-build or cooperating with brick-and-mortar stores. It is based on the Stackelberg and Cournot competition model, combined with the omni-channel pricing strategy, using the theory of perfect rationality and bounded rationality, and combing the non-cooperative game and evolutionary game to realize. Moreover, the evolutionary game process is simulated. Through the dynamic changes of the system, the strategy selection behavior mechanism of the retail channel subjects is deeply analyzed. It is found that enterprises’ strategy choices are influenced by both competitors and profits, and evolutionary stabilization strategies are not unique. In addition, changes in consumer loyalty, physical feelings, and sharing ratio during the evolutionary process will affect the stability rate of enterprises’ behavioral choices.