Research On Multi-channel Coordination Mechanism Game For The Appliances Based On The Complex Network

At present, the multi-channel model of electrical appliances enterprise is in highspeed development stage, but many problems exist in the process of the development.There are a lot of conflicts between the nodes. These conflicts have inhibitory effecton the development of household appliances industry and the effect is becoming moreand more obviously. The study of home appliance industry has attracted more andmore scholar’s attention.The multi-channel system of the appliances’ participants: the appliances, thedistributors and the consumers.The multi-channel model of electrical appliancesenterprise involves various interests. And all nodes are looking for themselves benefitmaximization.The system constitutes a large and complex network with lots of nodesand complex relationship and there are some conflicts between them.In this thesis, based on game theory and information economics related theor ies,combined with the complex network theory, the complex network model of theappliances enterprise multi-channel was established. And there is a detailed analysisof this network. Set up relevant parameter and use Gephi to simulate it.According tothe simulation results and practical analysis, put forward the proposal of setting upgood relationship to the retailera.At the same time use Bertrand and Hotelling gamemodel to analysis to the distribution network.Find out the key factor and the keypoints of the coordination mechanism.Finally, according to the results of the analysis,put forward some proposals for all participants.The main innovative points and conclusions are as follows:(1) For the first time, the network model of home appliance enterprisemulti-channel system is established and to interpret its complexity.Three aspects arediscussed: a huge number of nodes, many relationships between those nodes and thecomplex relationship between them.This complex network can be divided into twosub networks, purchasing network and distribution network. And there is a detailanalysis of two networks respectively.(2) For the first time in Qingdao area of home appliance enterprise system of multi-channel complex model is set up.And we get some related parameters. Then,according to the parameters such as coefficient of clustering coefficient, degreedistribution, we found Hub nodes and each node’s value of it.Accordingly, put theconclusions to the whole distribution network characteristics of home applianceindustryAnd on the basis of analysis, make a clear location to the main distributors inmulti-channel system.Points out that the center of the large home appliance chainenterprises in complex networks, and play an important role in the channelcoordination.Store channel is another one of the most important electrical appliancesenterprise distribution channelsOther distribution channels the overall degree of valuenot high is a supplement for other distribution channels.(3)Use multi-channel signal transmission model to study participants of homeappliance enterprise network.This game is only exists separate equilibrium, and twokinds of equilibrium results: when participants1shows that he is a non-pricecompetitive enterprise, as long as the two distributors take same pricing strategy, thegame can achieve this balance. And both of them can obtain excess profits.The otheris when participants1shows that he is a competitive enterprise, Pricing is onlymarginal price of both sides, and either side can obtain excess profits. And putforward the best way to solve this problem. It is the introduction of differentiationstrategy. Reference to Hotelling model of price competition, take a productdifferentiation strategy. It is proved that introducing product differentiation strategywill bring excess profits to each retailer.(4)Detailed distribution channel of product differentiation strategy is put forwardin this thesis for the first time. Include: supplying department stores with high value ofhome appliance products, supplying Supermarket chain with small home appliance,supplying low-end products and competitively priced products with other brandproducts to large home appliance chain supermarket, supplying special price machineto the third party online mall. Finally, we can make classification of best-sellingproducts according to the color, shape, and subtle aspects of differences.Separatelysupply to different channels, each channel has its own special supply of the machine.