Research On The Benefit Distribution Of O2O Take-out Service Supply Chain Based On Non-cooperative And Cooperative Game Theory

Currently,O2O e-commerce model is becoming a giant battlefield for daily consumption,as the combination of online and offline channel has already become one of the main sales modes.This paper studies the popular take-out O2O platform emerging in recent years.It has been only six or seven years since the first batch of take-out companies established,which is in around 2009.Takeout O2O platform has experienced explosive growth in 2013 and 2016 respectively and is gradually becoming an indispensable part of people's lives.When it comes to the growth of take-out O2O platform,accurate revenue distribution scheme is undoubtedly one of the most important research directions.This paper focuses on the study of take-out O2O platform – the O2O supply chain of food service provider,combining theoretical analysis with real life situation.Integrating competitive game theory and cooperative game theory,this paper tries to explore the optimal revenue distribution scheme of supply chain members.In the first section,this paper takes multiple impact factors of catering service providers and take-out O2O platform in actual situation into consideration,including the potential demand of food,customer loyalty of different channels,subsidy input of O2O platform,quality input of food service providers,consumers' sensitivity to different factors,input-output flexibility and so on.Then,the first section set up the basic revenue model of O2O supply chain with three main factors,the quality input of food service providers,subsidy input of platform,and the commission rate.The simulations of actual operating environment of O2O supply chain is also used in the construction of the basic model.In the second section,Bertrand competitive game model,the Stackelberg competition game model and the cooperative game model are established respectively from theoretical perspective of competitive game theory and cooperative game theory.Based on basic revenue model of the supply chain,this paper further analyzes the best input choice,the optimal earnings and the maximum commission rate of supply chain members through comparing different variables in three different situations,including acting independently,one market dominator and public cooperation.The third part departs from the perspective of revenue distribution model of alliance cooperative game theory under the condition of cooperative gambling with optimal total profit.After constructing a take-out O2O profit distribution model based on the Owen coalition values and taking the earning of supply chain in the second section as characteristic function,an effective distribution scheme for take-out O2O supply chain members is finally set up.The last section is organized on the foundation of the Owen coalition values revenue distribution model proposed in the third part.Due to the varying degree of efforts of Take-out O2O supply chain members,fuzzy mathematics is used to prove the five properties of fuzzy Owen values and further establish a revenue distribution model of O2O supply chain under the circumstances of fuzzy alliance.