Game Analysis And Multi-governance Model Of E-commerce Platform Supply Chain

After more than 20 years of development,e-commerce has entered a mature stage,and has irreplaceable advantages in optimizing resource allocation,reducing energy consumption,and optimizing industrial structure.It has fundamentally changed the social economy and promoted social development and economic growth..At the same time that China's e-commerce subverts the traditional business model,the explosive and extensive development has led to the country's relevant laws and regulations system is not perfect,the logistics system is not complete enough,the development of the east and the west is not balanced,and more and more social criticisms appear:many kinds of counterfeit and shoddy goods exist on the network platform,e-commerce pitfalls or fraudulent consumer incidents,the phenomenon of "bad money drives good money" is prevalent,the logistics often suffers from loss or damage of goods,and the quality of goods and return disputes are also very common.At present,China's governance of the e-commerce platform supply chain is mainly based on government regulation.However,there are many problems in government supervision in terms of regulatory concepts,regulatory bodies,regulatory basis,and regulatory measures.At the same time,the governance of platform enterprises and other participating entities is not obviously.The e-commerce platform supply chain's attribute characteristics is different from the traditional supply chain,which makes its governance more difficult.As a result,the governance effect of China's e-commerce platform supply chain is very limited,which seriously threatens the healthy development of the e-commerce platform supply chain.Based on this,this paper takes the e-commerce platform supply chain as the research object,reviews the government supervision theory,the multi-governance theory and the supervision game theory,analysis the attribute characteristics of the e-commerce platform supply chain,and the supervision status of and the problem the e-commerce platform supply chain in China.This paper uses the game analysis tool to clarify the parameters that need to be paid attention to in the e-commerce platform supply chain supervision,as well as the role of various parameters in the game and the impact on the game results is analyzed.As a result,a multi-governance model suitable for China's e-commerce platform supply chain based on the current situation analysis and game analysis was established.The main conclusions of this paper are as follows:(1)A single government supervision model can no longer meet the governance requirements of the e-commerce platform supply chain in the Internet era,and the governance model should be developed to a multi-governance model;(2)the higher the cost of violations of platform enterprises,the platform enterprises,the smaller the probability of non-regulatory operation;the higher the supervision cost of the government supervision department,the greater the probability that the platform enterprise will operate illegally.The social losses caused by the illegal operation of the platform enterprise are not obvious enough,and the supervision and the supervision and punishment of the platform enterprises by the government regulatory authorities is not strong enough;(3)The greater the actual cost of the supplier's choice of integrity management,the greater the probability that the supplier will choose to operate with integrity;the higher the penalty for the platform enterprise for the dishonest supplier,the greater the probability that the supplier will choose to operate with integrity.If platform companies are aware of the high penalty to the supplier's shock,the choice of regulatory probability is smaller;(4)the supplier's opportunistic behavior is directly related to the customer's consumer surplus,when the consumer surplus brought by defective product is greater than the genuine one,the opportunism of the supplier is more obvious;(5)The higher the participation of customers and the more realistic the evaluation,the more it helps to restrain the opportunism of suppliers;(6)The governance of e-commerce platform supply chain requires the participation of government regulatory agencies,platform enterprises and social entities,and it is necessary to clarify the main bodies' positioning and responsibilities as well as common governance goals and coordinate governance.The possible innovations of this paper are as follows:(1)The e-commerce platform supply chain concept is proposed and the e-commerce platform supply chain attribute structure feature model is established;(2)Regulatory game model of government to platform companies,supervisory game model of platform enterprises to suppliers and trading game model of customer and supplier in the e-commerce platform supply chain governance process are established;parameters that need to be paid attention to in the supply chain governancee-commerce platform;the parameters that need to be paid attention to in the e-commerce platform supply chain supervision,as well as the role of various parameters in the game and the impact on the game results is analyzed;(3)Introducing the "multiple governance theory" in the public governance theory system into the governance of the e-commerce platform supply chain and proposing one multi-governance model of e-commerce platform supply chain——"government regulation is the foundation,platform supervision is the core,and social participation is auxiliary" according to the game results.