Game Research On Traditional Manufacturing Enterprises' Transformation Of New Retailing Model

At present,the market economy of our country is highly active,people's need for better life is growing,the application of Internet technology is becoming more and more common,the development speed of e-commerce gradually slowed down,the whole channel has become a common consensus,leading to a number of retail enterprises in the transformation line under the integration of a new business model.That is,while maintaining the traditional entity retail mode,it has dabbled in e-commerce retailing,transforming from a single entity channel retailer into a full channel retailer with entity channels,E-commerce channels and mobile business channels.At the same time,some traditional manufacturing enterprises have joined the ranks of the transition,they not only through the whole channel retailers to sell goods,but also establish the online direct marketing channels in order to win the leading position in decision-making.The transformation of traditional manufacturing enterprises intensifies the competition and channel conflict of supply chain members,however,proper enterprise positioning,good channel construction and agile logistics distribution can not only optimize the resources of enterprises,but also increase its winning rate in the competition.At the present stage,it has a great practical value and long significance in economic research to study the competition decision scheme of traditional manufacturing enterprises in the process of transformation,which can alleviate the channel conflict,increase the competitive income,improve the efficiency of supply chain operation and provide more satisfactory service for consumers.Therefore,this paper first synthetically studies the influence factors of the traditional manufacturing enterprises in the transition process of strategic choice behavior,then based on the complete information static game and the complete information dynamic game,establish the game model,and solve the corresponding equilibrium solution,and analyze the decision problem of the traditional manufacturing enterprise in the process of transformation,and verifies the correctness and usefulness of conclusion of the game model with the concrete example of mathematical calculation to analysis strategy.The specific research contents are as follows:(1)In view of the factors influencing the decision making in the process of transformation and innovation of traditional manufacturing enterprises in the new retailing mode,such as market demand,consumer preferences,enterprise management,business model structure and so on.this paper analyzes according to the two aspects of subjective and objective factors,it is a result of a variety of factors interaction that the traditional manufacturing enterprises can successfully transform and innovate.(2)Based on the complete information dynamic game theory,the paper studies the price competition between traditional manufacturing enterprises and downstream retailers in the process of transformation and innovation.Considering the influence of channel sales price and promotion input,a complete information dynamic game model of manufacturing enterprise is established,the equilibrium solution of the manufacturing enterprise is solved,and the influence factor of the model function is analyzed,and the optimal decision scheme is obtained.Because the strategy space of this game is infinite,we can't solve Nash equilibrium directly by using the method of game tree.In the infinite strategy game,the strategy is often associated with the policy variables,a real number represents a strategy,utility function is a function of the policy variables,and utility functions are differentiable functions,the value range of the policy variables represent all the strategies.In this case,calculus can be used as a computational tool to obtain the solution of Nash equilibrium by using the method of Extremum.(3)Based on complete information static game theory,the paper studies the optimal inventory problem between traditional manufacturing enterprises and other traditional manufacturing enterprises in the process of transformation and innovation.Considering the effect of production cost and inventory in two aspects,a complete information static game model is established.Because the strategy space of this game is not limited,it is not possible to solve Nash equilibrium directly by using the method of underline.Also under the infinite Strategy,the strategy of the manufacturing enterprise is related to the policy variable,a real number represents one of the policies,and the utility function is a function of the policy variable,and the range of the policy variable is the whole strategy.Using calculus as a tool,the solution is verified by the optimal reaction function image after the cashier's equilibrium solution is obtained.