An Analysis Of Interest Coordination Of The E-Commerce Export Supply Chain On Alibaba.com From The Perspective Of Game Theory

With the rapid development of e-commerce platforms,China's foreign trade industry has undergone tremendous changes.According to the white paper published by Alibaba International in 2019,the cross-border e-commerce dominated by small and medium-sized enterprises has gone through the following stages:the embryonic period(1999-2004)of collecting and matching information with the help of the internet,the growth period(2004-2015)of realizing online transactions,and the maturing period(2015 to now)when cross-border e-commerce platforms can provide one-stop digitalized foreign trade comprehensive service system which integrates marketing,transaction,payment and settlement,customs clearance,tax refund,logistics,finance and other services.That's why small and medium-sized enterprises play the most important role in China's foreign trade export.Compared with the past,the scale of small and medium-sized enterprises participating in the world trade through cross-border e-commerce is becoming larger and larger,and their strength has been much improved.But in the meanwhile,the cooperation and competition pattern of cross-border e-commerce supply chain is becoming more and more complex.On the one hand,as shown in the report of the Ministry of Commerce,the trading partners of cross-border e-commerce in China are from 220 countries and regions in the world,which witnesses the rapidly grown scale of overseas purchasers,and the diversification of participants.In the new negotiation environment,e-commerce enterprises need to find out a set of interest negotiation mechanism that is not interfered by cultural differences,enterprise scale,product types and other factors,so as to ensure themselves to make deals at the optimal transaction price on the premise of maximizing the overall value of the supply chain.On the other hand,competition is increasingly fierce due to the open platform of the Internet.Although moderate competition can improve the welfare of consumers and society,excessive competition will lead to a series of problems such as product homogeneity and inferior quality,which will damage the sustainability of the cross-border e-commerce supply chain as a whole for a long time.Cross-border e-commerce enterprises must establish effective and appropriate interest coordination strategies to ensure their own interests while maintaining the healthy development of the market and supply chain.In addition,as a key link of foreign trade upgrading,cross-border e-commerce platform has attracted more and more users of small and medium-sized enterprises in recent years.However,due to the frequent cases of fake and inferior products,it is urgent for platforms to further improve the coordination of interests with the supply chain in the face of the query of e-commerce enterprises and purchasers on their professionalism.Therefore,this paper will analyze the above three situations on Alibaba.com,with the main bodies related to the cross-border e-commerce supply chain as the core,combined with the theory and strategy of game theory,with an aim to solve the problem of interest coordination between cross-border e-commerce enterprises and foreign agents,between CBEC enterprises and competitors,and between CBEC platforms and the users.First of all,this paper analyzes the situation of bilateral negotiation between a single CBEC enterprise and a single foreign purchaser by establishing a Bayes-Zeuthen theoretical model,in order to reach the optimal transaction price after multiple rounds of quotes while maximizing the interests of the supply chain.The specific method is that after the initial offer of both parties,by referring to the prior probability distribution of the baseline and the conditional probability distribution of the baseline-initial offer in the past trading experience,both parties use the Bayes' learning theorem to modify the estimation of the baseline price of each other.Then,both sides use Zeuthen strategy to calculate each other's payoff and willingness to risk conflict in this round of quotation.The party with high expected payoff,or utility,is usually less willing to risk conflict,so the party who is more reluctant to bear the risk will choose to make concessions.After the quotation is adjusted to the minimum but sufficient extent,the willingness to risk conflict of one party will be just higher than that of the other party in the next round,while the other party will keep the original quotation in the next round.Repeat this step until both parties agree on the quotation,then the transaction is concluded.Result of the case analysis passes the test of Nash product.Eventually,the equilibrium condition was satisfied,and the price is close to the optimalSecondly,the fourth chapter analyzes the interest coordination between CBEC enterprises and existing competitors.Based on the prisoner's dilemma hypothesis,by calculating the expected payoff of e-commerce enterprises when they adopt different strategies,it is found that in one-off competition,e-commerce enterprises who adopt the strategy of competition will dominate the market instead of those employing strategy of cooperation.However,in long-term competition,in order to maximize the long-term common interests,companies should avoid competition strategies such as "price war".Instead,the tit-for-tat strategy is the best choice.Finally,by analyzing the positioning and business model of Alibab.com,this paper discusses the difficulties that need to be solved in its future development path.The conclusion is drawn that cross-border e-commerce platforms should make a trade-off between the cost of information collection and information selection.It should choose a more specialized development path and coordinate the interest with sellers and buyers by charging low compensation fee and high value-added fee.This paper uses comprehensively the research methods of literature research,theoretical modeling,theoretical analysis and case analysis to analyze the interest coordination mechanism and strategy of several main links in the B2B cross-border e-commerce export supply chain,which fits the situation of coordination games in the game theory.It proposes the negotiation mechanism and strategy that can be referred to by different links of the supply chain in the face of cooperation and competition.