The multidimensional game towards online sellers

Abstract

In recent years, our e-commerce industry has gained great support from national and local government. So our e-commerce industry's development prospects will be broader. Under the e-commerce environment, the competition towards online sellers has become more and more diverse and dynamic than the traditional competition game model. The rapid development of e-commerce makes more and more companies begin to get involved in this area, the market competition has become much fiercer. The vast majority of sellers on e-commerce platform can be viewed as a small business organization, and those businesses who sell similar products is single point of competition and multi-point competition. The sales strategies and mutual games towards the sellers also become increasingly fierce. At present, the game theory are basically involved in the one-dimensional game, few scholars have presented and applied multidimensional game in products pricing strategy; and few scholars have studied a little about one-dimensional game under the e-commerce environment, which mainly focused on the supply and demand sides 'complete information game. The main contribution of this paper is to introduce multidimensional game to study the game towards multi-sellers under the e-commerce environment, and find the game mechanism towards online sellers, so as to provide references for the optimization of e-commerce environment. On the basis of the analysis of the e-commerce industry's development environment, we make a summary analysis of the competition and game studies which related to the online sellers. At the same time, we analyze the online sellers' strategy studies of opening online shops and marketing from home and abroad. Faced with the complex and variable market's demands, the games towards online sellers have become more flexible. From the multidimensional game theory, we set the game strategic conditions of online sellers who sell homogeneous products. In view of the e-commerce environment, how do those online sellers choose the advertising inputs, related transaction service inputs and commodities pricing strategies in order to maximize their profits, we establish a multi-seller's multidimensional game model under the e-commerce environment and solve the equilibrium condition. Then we make a primary analysis of the equilibrium results and find the existence of online sellers' optimal game strategy equilibrium under the e-commerce environment. This research has certain guidance significance for the optimization of the sellers' game and their competition behaviors under the e-commerce environment.