Researching On Problems Of Multilateral Game In Joint Distribution

ABSTRACT:With the explosive growth of information technology, e-commerce has achieved a rapid and prosperous development since the beginning of21st century. Due to more and more diversified and personalized living habits of people, small and medium-sized e-commercial enterprises are facing the severe trial of quality of service from the customers. Nowadays, enterprises’separate distribution and self-built warehousing gradually present the disadvantages of high cost and low efficiency. Subsequently, joint distribution attracts wide attention of the scholars. Moreover, it is also the focus of competition among many enterprises that how to unite more companies to generate the specialized joint distribution to form a reliable joint distribution mode.Based on the review of the related researches of joint distribution and their methods at home and aboard, this paper studies the basic theory of joint distribution and the existing problems in logistics enterprise when carrying on the joint distribution. And then the paper presents the joint distribution mode based on the logistics integration scheme of small and medium-sized e-commercial enterprises. On the basis of this problem, we design the participants of this mode, operation mechanism, and cost profit points in detail. Meanwhile, this paper proves the feasibility of this mode, whose key point of the operation is how the individual economy enterprise of joint distribution allocate costs in pursuit of self-interest maximization and minimize participation on the basis of cooperation. Then based on the idea of joint distribution, this paper builds the multilateral game theory mode from the original view of game theory. The paper also researches on the cooperation condition, costs allocation and profits distribution of participated enterprises to certify the working principle and algorithms of mode. So as to fairly and equitably allocate costs, distribute profits and ensure the joint distribution cooperation workable and stable. Finally, based on the operation data of existing projects with the related companies, this paper works on the designed mode and verifies the feasibility and effectiveness. We also put forward the objective advices including clarifying responsibilities, keeping data objective and ensuring the distribution flexible.From the perspective of game theory, the paper aims to propose a joint distribution mode based on small and medium-sized electronic commercial enterprises logistics integration, which will provide a useful theoretical guidance and help for small and medium-sized e-commerce enterprise of the implementation of joint distribution.