The Game Analysis Research Between E-business&Hypostatic Store

Since the e-commerce growing exponentially as an emerging sales model, and becoming more and more, the traditional business entity shops has been overturned thoroughly, consumers have more purchase channel to choose, and this situation makes the competition heats up. In economics, the price is a measure of the important means of competition, it has direct relationship with consumers' decision. In other words, whether the electronic commerce enterprise or a traditional entity shop, in the fierce competition environment, how to get the optimal price and the biggest profit is the ultimate goal of the enterprises.The research gets the key point of the market competition, basing on the collection and analysis on the related papers, we set up the technical route and the architecture of the whole study. Basing on the consumer utility theory, the study set up the models. At the first of the paper, it introduces the basic knowledge, and then analyze the market environment. According to the classification of supply chain, the study takes three scenarios to discuss: the e-commerce enterprise is the manufactures, and the traditional entity shop is the retailers; All of them are retailers, pure E-business and entity shop or pure E-business and the shop's on-line channel. The study gives different competition decision depends on the different situation. However, thinking of the actual corresponding market, the consumer utility model has been improved. The both sides of the game can get the corresponding optimal solution from the models in three different situations. Through the sensitivity analysis of the parameters and the optimal, the relationship between them can give the two good helps.In the last part, the study summarizes the important stages the consumer market experienced since E-commerce appearing. Every stage has its typical E-business, using the representative firms to analyze the market structure.