Research On The Operation Mechanism Of Circulation Organization Platform Under The Background Of "Internet Plus"

With the advent of the era of the Internet and globalization,“mass entrepreneurship and innovation”,“Industry 4.0”,“Internet plus era”,and “Big data” have become the key influencing factors of China's economy and its organizational process in recent years.Though the Internet economy is developing rapidly in our country,it has not realized the most ideal and healthy development.With the "Internet plus" constantly promoting the upgrade of traditional industries,the overall development of China's platform economy has grown more mature,the size of the market which depends on the Internet,big data,artificial intelligence(AI)has been enlarged,and the integration of the Internet and industries has become deeper.Meanwhile,since the integration of the Internet and circulation has created a large number of new business formats,such as e-commerce platform markets and shopping malls,the circulation industry and the circulation organization structure have been given rise to great changes.Therefore,innovation of circulation organization is required to facilitate the transformation and optimization of the industrial structure of the upstream and downstream of circulation.Under the new circumstance,the permeation of the Internet technology in all the aspects of the society has provided a development path for traditional enterprises to overcome their bottleneck.To understand the operation rules of the platform organization,and to find out effective measures to eliminate system faults in the process of platform construction and operation,are the crucial issues to be solved in our country to ensure full use of innovative functions of the circulation organization platform.Based on the review of related literature at home and abroad,this study finds that the Evolutionary Game Theory has been maturely developed and widely applied domestically.However,researches of game in the circulation field are centered on the static orientation,and relevant studies of platform organizations using Game Theory are rare.Hence,on the basis of Evolutionary Game Theory and the Theory of Platform and Bilateral Market,this study starts with the hypothesis of participants' bounded rationality,and builds an evolutionary game model of the operation mechanism of the circulation organization platform.With the aid of replicator differential dynamic equation and phase diagram,this study systematically analyzes the dynamic evolution process of the operation mechanism of the circulation organization platform,and extendedly analyzes the model's conclusion by the case of Alibaba.Finally,this study provides several policy suggestions on the construction of the operation mechanism of the circulation organization platform.