Strategy optimization method and system considering platform overflow effect

Abstract

The invention provides a strategy optimization method and system considering a platform overflow effect, a storage medium and electronic equipment, and relates to the field of strategy optimization. Based on a supply chain comprising a manufacturer, a live broadcast platform and a retail platform, the method comprises the following steps: firstly, combining to obtain three different schemes based on whether the manufacturer invests a green technology and whether the live broadcast platform invests a block chain technology; secondly, on the basis of a platform overflow effect, constructing demand functions of a live broadcast platform and a retail platform when any scheme is adopted, so as to construct profit functions of supply chain members respectively; respectively solving each profit function by adopting a Stackelberg game reverse induction method, and solving the optimal profit of each supply chain member under different schemes; and finally determining an optimal investment scheme. The method is based on the green technology and the block chain technology of the game theory, considers the platform overflow effect, and provides management insight for the investment decision of manufacturers and live broadcast platforms by comparing the balanced profit under different schemes.

Description

Technical Field

[0001] The present invention relates to the field of strategy optimization, and in particular to a strategy optimization method, system, storage medium and electronic device that take platform spillover effects into consideration. Background Art

[0002] With the widespread popularity of online platforms, live sales have quickly become an important trend and an indispensable part of daily consumption. At present, as environmental issues have received widespread attention, consumers are increasingly fond of environmentally friendly products. In addition, blockchain technology has recently become a transformative tool that provides enhanced transparency, security, traceability and data management, significantly solving the problem of information opacity in the supply chain.

[0003] In related technologies, with the booming live streaming industry and the growing consumer demand for environmentally friendly products, manufacturers are working hard to promote their green products through live streaming channels and hope to effectively communicate their sustainable development efforts. Although existing research has extensively explored supply chain models in live streaming, few methods have explored in depth how the spillover effects of online live streaming channels affect the investment decisions of manufacturers and live streaming platforms.

[0004] Furthermore, existing proposals have explored the coordination relationship between manufacturers’ investment in green technology and platforms’ investment in blockchain technology, and found that investing in blockchain technology can enhance the sustainability of products, but similarly have not considered the impact of platform spillover effects on the two investments. Summary of the invention

[0005] 1. Technical issues to be resolved

[0006] In view of the deficiencies in the prior art, the present invention provides a strategy optimization method, system, storage medium and electronic device that take platform spillover effects into consideration, thereby solving the technical problem of ignoring platform spillover effects.

[0007] (II) Technical solution

[0008] To achieve the above objectives, the present invention is implemented through the following technical solutions:

[0009] A strategy optimization method considering platform spillover effects is based on a supply chain including a manufacturer, an online live broadcast platform, and an offline retail platform. The strategy optimization method includes:

[0010] Define the manufacturer's non-investment in green technology as action m1, and investment in green technology as action m2, and the live broadcast platform's non-investment in blockchain technology as action r1, and investment in blockchain technology as action r2, so as to combine and obtain three different solutions: NN{m1,r1}, YN{m2,r1}, and YY{m2,r2};

[0011] Based on the platform spillover effect, the demand functions of the live broadcast platform and the retail platform are constructed when Scheme NN, Scheme YN or Scheme YY is adopted, so as to respectively construct the first profit function, the second profit function and the third profit function of each supply chain member;

[0012] The Stackelberg game reverse induction method is used to solve the first profit function, the second profit function and the third profit function respectively, and to solve the optimal profit of each supply chain member under different schemes;

[0013] Compare the optimal profits of each supply chain member under different plans and determine the optimal investment plan.

[0014] Preferably, the first-order derivatives of the first profit function, the second profit function and the third profit function with respect to the platform spillover effect are solved, and the positivity of the derivative results is determined to evaluate the impact of the platform spillover effect on the profits of the supply chain members in each scheme.

[0015] Preferably, based on the platform spillover effect, the demand functions of the live broadcast platform and the retail platform when the scheme NN is adopted are constructed, and the first profit function of each supply chain member is constructed; including:

[0016] The demand functions for building live streaming platforms and retail platforms are:

[0017]

[0018]

[0019] in, are the demand functions of the live broadcast platform and the retail platform when using solution NN; p l 、p r are the live broadcast retail price and offline retail price respectively; μ is the anchor's effort level, and its value range is μ∈(0,1); γ is the platform spillover effect, which means the impact of the product demand of the online live broadcast channel on the sales volume of the offline retail channel, and its value range is γ∈(0,1);

[0020] Based on demand functions (1) and (2), the first profit function of each supply chain member is constructed:

[0021]

[0022]

[0023]

[0024] in, are the profit functions of the manufacturer, live broadcast platform and retail platform when using solution NN; w is the wholesale price of the manufacturer; The commission ratio paid by the manufacturer to the live streaming platform. τ is the unit cost coefficient of the anchor’s effort.

[0025] Preferably, based on the platform spillover effect, the demand function of the retail platform and the live broadcast platform when adopting solution YN is constructed, and the second profit function of each supply chain member is constructed; including:

[0026] The demand functions for building retail platforms and live streaming platforms are:

[0027]

[0028]

[0029] in, are the demand functions of the live broadcast platform and the retail platform when adopting scheme YN; x is the information asymmetry coefficient, indicating the degree of green information opacity, x∈(0,1); e is the greenness of the product invested by the manufacturer;

[0030] Based on demand functions (5) and (6), the second profit function of each supply chain member is constructed:

[0031]

[0032]

[0033]

[0034] in, are the profit functions of the manufacturer, live broadcast platform and retail platform when adopting scheme YN; k is the green investment cost coefficient, and its value is ρ is the profit ratio retained by the manufacturer,

[0035] Preferably, based on the platform spillover effect, the demand function of the retail platform and the live broadcast platform when adopting solution YY is constructed, and the first profit function of each supply chain member is constructed; including:

[0036] The demand functions for building retail platforms and live streaming platforms are:

[0037]

[0038]

[0039] in, They are the demand functions of the live broadcast platform and the retail platform when adopting solution YY;

[0040] Based on demand functions (9) and (10), the third profit function of each supply chain member is constructed:

[0041]

[0042]

[0043]

[0044] in, are the profit functions of the manufacturer, live broadcast platform and retail platform when adopting scheme YY; C B It is the unit usage cost of blockchain for the unit sales product on the live broadcast channel.

[0045] Preferably,

[0046] 1) When using scheme NN, the optimal profit of each supply chain member is expressed as:

[0047]

[0048]

[0049]

[0050] in, They are the optimal profits of the manufacturer, live broadcast platform and retail platform when using solution NN;

[0051] 2) When using solution YN, the optimal profit of each supply chain member is expressed as:

[0052]

[0053]

[0054]

[0055] in, They are the optimal profits of the manufacturer, live broadcast platform and retail platform when adopting scheme YN;

[0056] 3) When adopting scheme YY, the optimal profit of each supply chain member is expressed as:

[0057]

[0058]

[0059]

[0060] in, They are the optimal profits of manufacturers, live streaming platforms and retail platforms when adopting plan YY.

[0061] Preferably, the optimal profits of each supply chain member under different plans are compared to determine the optimal investment plan and corresponding investment conditions; including:

[0062] By comparing the optimal profits of each supply chain member of Scheme YN and Scheme NN algebraically, we can obtain and Therefore, it can be judged that manufacturers will choose to invest in green technology to increase their own profits; the optimal profits of each supply chain member of Scheme YY and Scheme YN are compared algebraically, and the unit cost of blockchain usage C is obtained. B When it is less than the set threshold, and It can be judged from this that the live broadcast platform will choose to invest in blockchain technology to increase its own profits; the optimal investment plan is determined to be Plan YN.

[0063] A strategy optimization system considering platform spillover effects is based on a supply chain including a manufacturer, an online live broadcast platform, and an offline retail platform, the strategy optimization system comprising:

[0064] A combination module is used to define the manufacturer's non-investment in green technology as action m1 and investment in green technology as action m2, and the live broadcast platform's non-investment in blockchain technology as action r1 and investment in blockchain technology as action r2, so as to combine and obtain three different solutions: NN{m1,r1}, YN{m2,r1} and YY{m2,r2};

[0065] A construction module, for constructing the demand functions of the live broadcast platform and the retail platform when the scheme NN, the scheme YN or the scheme YY is adopted based on the platform spillover effect, so as to respectively construct the first profit function, the second profit function and the third profit function of each supply chain member;

[0066] A solution module, used to solve the first profit function, the second profit function and the third profit function respectively by using the Stackelberg game reverse induction method, and to solve the optimal profit of each supply chain member under different schemes;

[0067] The determination module is used to compare the optimal profits of each supply chain member under different plans and determine the optimal investment plan.

[0068] A storage medium stores a computer program for strategy optimization considering platform spillover effects, wherein the computer program enables a computer to execute the strategy optimization method as described above.

[0069] An electronic device, comprising:

[0070] One or more processors; a memory; and one or more programs, wherein the one or more programs are stored in the memory and are configured to be executed by the one or more processors, the programs including instructions for executing the strategy optimization method as described above.

[0071] (III) Beneficial effects

[0072] The present invention provides a strategy optimization method, system, storage medium and electronic device that considers platform spillover effects. Compared with the prior art, it has the following beneficial effects:

[0073] The present invention is based on a supply chain including a manufacturer, an online live broadcast platform and an offline retail platform. The strategy optimization method includes: first, based on whether the manufacturer invests in green technology and whether the live broadcast platform invests in blockchain technology, three different schemes are combined; secondly, based on the platform spillover effect, the demand function of the live broadcast platform and the retail platform when any scheme is adopted is constructed to respectively construct the profit function of each supply chain member; again, the Stackelberg game reverse induction method is used to respectively solve each profit function, and solve the optimal profit of each supply chain member under different schemes; finally, the optimal investment scheme is determined. The present invention is based on the green technology and blockchain technology of game theory, and considers the platform spillover effect. By comparing the equilibrium profits under different schemes, it provides management insights for the investment decisions of manufacturers and live broadcast platforms. BRIEF DESCRIPTION OF THE DRAWINGS

[0074] In order to more clearly illustrate the embodiments of the present invention or the technical solutions in the prior art, the drawings required for use in the embodiments or the description of the prior art will be briefly introduced below. Obviously, the drawings described below are only some embodiments of the present invention. For ordinary technicians in this field, other drawings can be obtained based on these drawings without paying creative work.

[0075] Figure 1 A block diagram of a strategy optimization method considering platform spillover effects provided by an embodiment of the present invention;

[0076] Figure 2 A block diagram of another strategy optimization method considering platform spillover effect provided by an embodiment of the present invention;

[0077] Figure 3 A schematic diagram of a supply chain including a manufacturer, an online live broadcast platform and an offline retail platform provided for an embodiment of the present invention;

[0078] Figure 4 A flow chart of a strategy optimization method for platform spillover effect provided by an embodiment of the present invention;

[0079] Figure 5 A numerical analysis chart of a live broadcast platform's profit changing with spillover effects provided in an embodiment of the present invention. DETAILED DESCRIPTION

[0080] In order to make the purpose, technical solutions and advantages of the embodiments of the present invention clearer, the technical solutions in the embodiments of the present invention are clearly and completely described. Obviously, the described embodiments are part of the embodiments of the present invention, not all of the embodiments. Based on the embodiments of the present invention, all other embodiments obtained by ordinary technicians in this field without creative work are within the scope of protection of the present invention.

[0081] The embodiments of the present application solve the technical problem of ignoring the platform spillover effect by providing a policy optimization method, system, storage medium and electronic device that take the platform spillover effect into consideration.

[0082] The technical solution in the embodiment of the present application is to solve the above technical problems, and the overall idea is as follows:

[0083] First, considering the spillover effect of online live streaming channels on offline retail channels, compared with the initial model where manufacturers do not invest in green technology, after investing in green technology, manufacturers will set higher wholesale prices and retail prices in live streaming channels, and offline retailers will also set higher retail prices. Despite the high initial investment cost, investment in green technology can bring higher profits to manufacturers, retailers, and live streaming platforms. Therefore, investing in green technology is beneficial to the entire supply chain, prompting manufacturers to produce green products, and live streaming platforms and retailers to support this transformation.

[0084] Secondly, after comparing the equilibrium solutions of the live broadcast platform investing in blockchain technology and not investing in blockchain technology after the manufacturer invested in green technology, when the unit cost of blockchain is less than a certain threshold, the live broadcast platform investing in blockchain will achieve a win-win situation for all supply chain members. The main reason is that when the unit cost of use is too high, the live broadcast platform's use of blockchain technology will have a negative impact on their profits, and will make their profits lower than before investment.

[0085] Finally, manufacturers’ investment in green technology is most beneficial to live broadcast platforms, because live broadcasters can fully interact with consumers during live broadcasts, promote green products, increase consumers’ understanding of green products, promote product sales, and thus increase profits. In most cases, live broadcast platforms’ investment in blockchain technology is most beneficial to manufacturers, but less beneficial to live broadcast platforms. Although manufacturers tend to set higher live broadcast prices due to investment to increase the profits of live broadcast platforms, live broadcast platforms also bear heavy investment costs, which makes their profit growth rate relatively low.

[0086] In summary, when the unit cost of blockchain technology is low, solution YY is optimal, that is, the manufacturer invests in green technology and the live broadcast platform invests in blockchain technology. Secondly, since investment is often not the most beneficial to investors, manufacturers will negotiate contracts with live broadcast platforms to share costs, achieve supply chain coordination, and ultimately achieve a win-win effect.

[0087] In order to better understand the above technical solution, the above technical solution will be described in detail below in conjunction with the accompanying drawings and specific implementation methods.

[0088] Embodiment 1:

[0089] like Figure 1 As shown, the embodiment of the present invention provides a strategy optimization method considering the platform spillover effect, based on Figure 2 The supply chain shown includes a manufacturer, an online live broadcast platform, and an offline retail platform. The strategy optimization method includes:

[0090] S1. Define the manufacturer's non-investment in green technology as action m1, and investment in green technology as action m2, and the live broadcast platform's non-investment in blockchain technology as action r1, and investment in blockchain technology as action r2, so as to combine and obtain three different solutions: NN{m1,r1}, YN{m2,r1}, and YY{m2,r2};

[0091] S2. Based on the platform spillover effect, construct the demand functions of the live broadcast platform and the retail platform when using Scheme NN, Scheme YN or Scheme YY, so as to respectively construct the first profit function, the second profit function and the third profit function of each supply chain member;

[0092] S3. Use the Stackelberg game reverse induction method to solve the first profit function, the second profit function and the third profit function respectively, and solve the optimal profit of each supply chain member under different schemes;

[0093] S4. Compare the optimal profits of each supply chain member under different plans and determine the optimal investment plan.

[0094] The embodiments of the present invention are based on green technology and blockchain technology based on game theory, and take platform spillover effects into consideration. By comparing the equilibrium profits under different schemes, management insights are provided for the investment decisions of manufacturers and live broadcast platforms.

[0095] In an optional implementation manner, the embodiment of the present invention further includes:

[0096] S5. Solve the first-order derivatives of the first profit function, the second profit function, and the third profit function with respect to the platform spillover effect, and determine the positivity of the derivative results to evaluate the impact of the platform spillover effect on the profits of supply chain members in each scheme.

[0097] It is necessary to add that the term spillover effect refers to the fact that when an organization conducts a certain activity, it will not only produce the expected effect of the activity, but also the impact on people or society outside the organization. In short, an activity must have external benefits, and these benefits are not obtained by the main body of the activity. Spillover effects are divided into knowledge spillover effects, technological spillover effects, and economic spillover effects.

[0098] On this basis, the "platform spillover effect" in the embodiments of the present invention specifically refers to: live sales in online channels will have a positive spillover effect on offline retail channels. That is, the sales volume of live channels will have a positive impact on the product sales volume of offline channels. For example: a live product launch of a brand showcases new electronic products. Although it drives most of the online sales, many consumers, especially those seeking in-person experience, will then go to physical stores, which will increase offline sales.

[0099] like Figure 3 As shown, Figure 3 The process of the strategy optimization method considering the platform spillover effect is given. Figure 3 The following are the steps of the above solution:

[0100] In step S1, the manufacturer's non-investment in green technology is defined as action m1, and investment in green technology is defined as action m2, and the live broadcast platform's non-investment in blockchain technology is defined as action r1, and investment in blockchain technology is defined as action r2, so as to combine and obtain three different solutions: NN{m1,r1}, YN{m2,r1}, and YY{m2,r2}.

[0101] It should be noted that if manufacturers do not invest in green technology, then the platform has no motivation to invest in blockchain technology to ensure that green product information is clear and transparent, so NY{m1,r2} does not exist.

[0102] Under either option, the subsequent steps will be to use game theory to achieve coordination among supply chain members, obtain the optimal profits for manufacturers, live streaming platforms, and offline retailers, and determine the optimal investment decision-making plan and investment conditions.

[0103] In step S2, based on the platform spillover effect, the demand functions of the live broadcast platform and the retail platform are constructed when using Scheme NN, Scheme YN or Scheme YY to respectively construct the first profit function, the second profit function and the third profit function of each supply chain member.

[0104] This step can be divided into the following three situations:

[0105] Case 1: Construct the demand functions of the live broadcast platform and the retail platform when using solution NN, and construct the first profit function of each supply chain member; including:

[0106] The demand functions for building live streaming platforms and retail platforms are:

[0107]

[0108]

[0109] in, are the demand functions of the live broadcast platform and the retail platform when using solution NN; p l 、p r are the live broadcast retail price and offline retail price respectively; μ is the anchor's effort level, and its value range is μ∈(0,1); γ is the platform spillover effect, which means the impact of the product demand of the online live broadcast channel on the sales volume of the offline retail channel, and its value range is γ∈(0,1);

[0110] Based on demand functions (1) and (2), the first profit function of each supply chain member is constructed:

[0111]

[0112]

[0113]

[0114] in, are the profit functions of the manufacturer, live broadcast platform and retail platform when using solution NN; w is the wholesale price of the manufacturer; The commission ratio paid by the manufacturer to the live streaming platform. τ is the unit cost coefficient of the anchor's effort, and τμ is the additional fee that the manufacturer needs to pay to a portion of the anchors on the live broadcast platform.

[0115] It should be noted that in this case, a linear market demand function is considered. Assuming that the market demand potential is 1, the product price is negatively correlated with the product demand, and the live broadcast host's effort level is positively correlated with the product demand. In order to avoid trivial discussions, it is also assumed that the influence coefficients of price and host's effort level on demand are both 1.

[0116] Scenario 2: Construct the demand function of the retail platform and the live broadcast platform when using solution YN, and construct the second profit function of each supply chain member; including:

[0117] The demand functions for building retail platforms and live streaming platforms are:

[0118]

[0119]

[0120] in, are the demand functions of the live broadcast platform and the retail platform when adopting scheme YN; x is the information asymmetry coefficient, indicating the degree of green information opacity, x∈(0,1); e is the greenness of the product invested by the manufacturer;

[0121] Based on demand functions (5) and (6), the second profit function of each supply chain member is constructed:

[0122]

[0123]

[0124]

[0125] in, are the profit functions of the manufacturer, live broadcast platform and retail platform when adopting scheme YN; k is the green investment cost coefficient, and its value is ρ is the profit ratio retained by the manufacturer,

[0126] It should be noted that in this case, it is also assumed that consumers have environmental awareness and that the production of green products can increase consumer demand, that is, the green product investment level e is positively correlated with product demand, and in order to avoid trivial discussions, it is assumed that the coefficient of the product green level on demand is 1. x represents the information asymmetry coefficient, which represents the degree of opacity of green information, and its value is x∈(0,1). Among them, x=0 means that the green product information is completely opaque, and the consumer's trust in the green product promotion is 0; while x=1 means that the green product information is completely transparent, and consumers trust the seller's green promotion of the product.

[0127] Scenario 3: Construct the demand function of the retail platform and the live broadcast platform when using solution YY, and construct the first profit function of each supply chain member; including:

[0128] The demand functions for building retail platforms and live streaming platforms are:

[0129]

[0130]

[0131] in, They are the demand functions of the live broadcast platform and the retail platform when adopting solution YY;

[0132] Based on demand functions (9) and (10), the third profit function of each supply chain member is constructed:

[0133]

[0134]

[0135]

[0136] in, are the profit functions of the manufacturer, live broadcast platform and retail platform when adopting scheme YY; C B It is the unit usage cost of blockchain for the unit sales product on the live broadcast channel.

[0137] In step S3, the Stackelberg game reverse induction method is used to solve the first profit function, the second profit function and the third profit function respectively, and to solve the optimal profit of each supply chain member under different schemes.

[0138] In the process of Stackelberg game, the decision order of supply chain members is as follows: the manufacturer first determines the wholesale price w and the live retail price p l , and then the offline retail platform determines the retail price p r .

[0139] According to the reverse induction method, this step can find the equilibrium profits of manufacturers, live streaming platforms and offline retailers. For different schemes, the details are as follows:

[0140] 1) When using scheme NN, the optimal profit of each supply chain member is expressed as:

[0141]

[0142]

[0143]

[0144] in, They are the optimal profits of the manufacturer, live broadcast platform and retail platform when using solution NN.

[0145] 2) When using solution YN, the optimal profit of each supply chain member is expressed as:

[0146]

[0147]

[0148]

[0149] in, They are the optimal profits of the manufacturer, live broadcast platform and retail platform when adopting scheme YN.

[0150] 3) When adopting scheme YY, the optimal profit of each supply chain member is expressed as:

[0151]

[0152]

[0153]

[0154] in, They are the optimal profits of manufacturers, live streaming platforms and retail platforms when adopting plan YY.

[0155] In step S4, the optimal profits of each supply chain member under different plans are compared to determine the optimal investment plan.

[0156] Specifically, this step compares the optimal profits of each supply chain member of Scheme YN and Scheme NN by algebraic theory, and obtains and Therefore, it can be judged that manufacturers will choose to invest in green technology to increase their own profits; the optimal profits of each supply chain member of Scheme YY and Scheme YN are compared algebraically, and the unit cost of blockchain usage C is obtained. B When it is less than the set threshold, and It can be judged from this that the live broadcast platform will choose to invest in blockchain technology to increase its own profits; the optimal investment plan is determined to be Plan YN.

[0157] Furthermore, this step can also clarify that the investment condition of the optimal investment plan is the unit usage cost C of the blockchain B When the unit usage cost C of the blockchain is less than the set threshold, B When it is greater than this threshold, the optimal investment plan is Plan YN.

[0158] In step S5, the first-order derivatives of the first profit function, the second profit function and the third profit function with respect to the platform spillover effect are solved, and the positivity of the derivative results is determined to evaluate the impact of the platform spillover effect on the profits of the supply chain members in each scheme.

[0159] By taking the derivative in this step, we can conclude that as the spillover effect increases, the profits of manufacturers and retailers increase, that is, the increase in spillover effect is beneficial to manufacturers and retailers. For the live broadcast platform, in scheme NN, as the spillover effect increases, its profit decreases, that is, the increase in spillover effect is not beneficial to the live broadcast platform. In schemes YN and YY, as the spillover effect increases, the change in the profit of the live broadcast platform is uncertain.

[0160] In order to roughly understand the change of profits, the embodiment of the present invention draws a numerical analysis chart of the change of the live broadcast platform profits with the spillover effect in these two schemes. Figure 5 The numerical analysis chart shown in the figure shows that under certain circumstances where other parameters take fixed values, the profit of the live broadcast platform in Scheme YN first increases and then decreases with the increase of the spillover effect; the profit of the live broadcast platform in Scheme YY increases with the increase of the spillover effect.

[0161] So far, the embodiment of the present invention has completed the complete process of the strategy optimization method considering the platform spillover effect.

[0162] Embodiment 2:

[0163] An embodiment of the present invention provides a strategy optimization system that considers platform spillover effects. Based on a supply chain including a manufacturer, an online live broadcast platform, and an offline retail platform, the strategy optimization system includes:

[0164] A combination module is used to define the manufacturer's non-investment in green technology as action m1 and investment in green technology as action m2, and the live broadcast platform's non-investment in blockchain technology as action r1 and investment in blockchain technology as action r2, so as to combine and obtain three different solutions: NN{m1,r1}, YN{m2,r1} and YY{m2,r2};

[0165] A construction module, for constructing the demand functions of the live broadcast platform and the retail platform when the scheme NN, the scheme YN or the scheme YY is adopted based on the platform spillover effect, so as to respectively construct the first profit function, the second profit function and the third profit function of each supply chain member;

[0166] A solution module, used to solve the first profit function, the second profit function and the third profit function respectively by using the Stackelberg game reverse induction method, and to solve the optimal profit of each supply chain member under different schemes;

[0167] The determination module is used to compare the optimal profits of each supply chain member under different plans and determine the optimal investment plan.

[0168] In an optional implementation manner, the embodiment of the present invention further includes:

[0169] The evaluation module is used to solve the first-order derivatives of the first profit function, the second profit function and the third profit function with respect to the platform spillover effect, and to determine the positivity of the derivative results so as to evaluate the impact of the platform spillover effect on the profits of the supply chain members in each scheme.

[0170] Embodiment 3:

[0171] An embodiment of the present invention provides a storage medium storing a computer program for policy optimization considering platform spillover effects, wherein the computer program enables a computer to execute the policy optimization method as described in Example 1.

[0172] Embodiment 4:

[0173] An embodiment of the present invention provides an electronic device, including:

[0174] One or more processors; a memory; and one or more programs, wherein the one or more programs are stored in the memory and are configured to be executed by the one or more processors, and the programs include a method for executing the strategy optimization method as described in Example 1.

[0175] It can be understood that the policy optimization system, storage medium and electronic device considering the platform spillover effect provided in the embodiments of the present invention correspond to the policy optimization method considering the platform spillover effect provided in the embodiments of the present invention. The explanations, examples and beneficial effects of the relevant contents can refer to the corresponding parts in the policy optimization method and will not be repeated here.

[0176] In summary, compared with the prior art, the present invention has the following beneficial effects:

[0177] The present invention is based on a supply chain including a manufacturer, an online live broadcast platform and an offline retail platform. The strategy optimization method includes: first, based on whether the manufacturer invests in green technology and whether the live broadcast platform invests in blockchain technology, three different schemes are combined; secondly, based on the platform spillover effect, the demand function of the live broadcast platform and the retail platform when any scheme is adopted is constructed to respectively construct the profit function of each supply chain member; again, the Stackelberg game reverse induction method is used to respectively solve each profit function, and solve the optimal profit of each supply chain member under different schemes; finally, the optimal investment scheme is determined. The present invention is based on the green technology and blockchain technology of game theory, and considers the platform spillover effect. By comparing the equilibrium profits under different schemes, it provides management insights for the investment decisions of manufacturers and live broadcast platforms.

[0178] It should be noted that, in this article, relational terms such as first and second, etc. are only used to distinguish one entity or operation from another entity or operation, and do not necessarily require or imply any such actual relationship or order between these entities or operations. Moreover, the terms "include", "comprise" or any other variants thereof are intended to cover non-exclusive inclusion, so that a process, method, article or device including a series of elements includes not only those elements, but also other elements not explicitly listed, or also includes elements inherent to such process, method, article or device. In the absence of further restrictions, the elements defined by the sentence "comprise a ..." do not exclude the existence of other identical elements in the process, method, article or device including the elements.

[0179] The above embodiments are only used to illustrate the technical solutions of the present invention, rather than to limit the same. Although the present invention has been described in detail with reference to the aforementioned embodiments, those skilled in the art should understand that the technical solutions described in the aforementioned embodiments may still be modified, or some of the technical features may be replaced by equivalents. However, these modifications or replacements do not deviate the essence of the corresponding technical solutions from the spirit and scope of the technical solutions of the embodiments of the present invention.

Claims

1. A strategy optimization method considering platform spillover effects, characterized in that: Based on a supply chain including a manufacturer, an online live broadcast platform, and an offline retail platform, the strategy optimization method includes: Define the manufacturer's non-investment in green technology as action m1, and investment in green technology as action m2, and the live broadcast platform's non-investment in blockchain technology as action r1, and investment in blockchain technology as action r2, so as to combine and obtain three different solutions: NN{m1,r1}, YN{m2,r1}, and YY{m2,r2}; Based on the platform spillover effect, the demand functions of the live broadcast platform and the retail platform are constructed when Scheme NN, Scheme YN or Scheme YY is adopted, so as to respectively construct the first profit function, the second profit function and the third profit function of each supply chain member; The Stackelberg game reverse induction method is used to solve the first profit function, the second profit function and the third profit function respectively, and to solve the optimal profit of each supply chain member under different schemes; Compare the optimal profits of each supply chain member under different plans and determine the optimal investment plan.

2. The strategy optimization method according to claim 1, characterized in that: Also includes: Solve the first-order derivatives of the first profit function, the second profit function, and the third profit function with respect to the platform spillover effect, and determine the positivity of the derivative results to evaluate the impact of the platform spillover effect on the profits of supply chain members in each scheme.

3. The strategy optimization method according to claim 1, characterized in that: Based on the platform spillover effect, the demand functions of the live broadcast platform and the retail platform are constructed when the NN scheme is adopted, and the first profit function of each supply chain member is constructed; including: The demand functions for building live streaming platforms and retail platforms are: in, are the demand functions of the live broadcast platform and the retail platform when using solution NN; p l 、p r are the live broadcast retail price and offline retail price respectively; μ is the anchor's effort level, and its value range is μ∈(0,1); γ is the platform spillover effect, which means the impact of the product demand of the online live broadcast channel on the sales volume of the offline retail channel, and its value range is γ∈(0,1); Based on demand functions (1) and (2), the first profit function of each supply chain member is constructed: in, are the profit functions of the manufacturer, live broadcast platform and retail platform when using solution NN; w is the manufacturer’s wholesale price; The commission ratio paid by the manufacturer to the live streaming platform. τ is the unit cost coefficient of the anchor’s effort.

4. The strategy optimization method according to claim 3, characterized in that: Based on the platform spillover effect, the demand function of the retail platform and the live broadcast platform when adopting solution YN is constructed, and the second profit function of each supply chain member is constructed; including: The demand functions for building retail platforms and live streaming platforms are: in, are the demand functions of the live broadcast platform and the retail platform when adopting scheme YN; x is the information asymmetry coefficient, indicating the degree of green information opacity, x∈(0,1); e is the greenness of the product invested by the manufacturer; Based on demand functions (5) and (6), the second profit function of each supply chain member is constructed: in, are the profit functions of the manufacturer, live broadcast platform and retail platform when adopting scheme YN; k is the green investment cost coefficient, and its value is ρ is the profit ratio retained by the manufacturer, 5. The strategy optimization method according to claim 1, characterized in that: Based on the platform spillover effect, the demand function of the retail platform and the live broadcast platform when adopting solution YY is constructed, and the first profit function of each supply chain member is constructed; including: The demand functions for building retail platforms and live streaming platforms are: in, They are the demand functions of the live broadcast platform and the retail platform when adopting solution YY; Based on demand functions (9) and (10), the third profit function of each supply chain member is constructed: in, are the profit functions of the manufacturer, live broadcast platform and retail platform when adopting scheme YY; C B It is the unit usage cost of blockchain for the unit sales product on the live broadcast channel.

6. The strategy optimization method according to claim 5, characterized in that: 1) When using scheme NN, the optimal profit of each supply chain member is expressed as: in, They are the optimal profits of the manufacturer, live broadcast platform and retail platform when using solution NN; 2) When using solution YN, the optimal profit of each supply chain member is expressed as: in, They are the optimal profits of the manufacturer, live broadcast platform and retail platform when adopting scheme YN; 3) When adopting scheme YY, the optimal profit of each supply chain member is expressed as: in, They are the optimal profits of manufacturers, live streaming platforms and retail platforms when adopting plan YY.

7. The strategy optimization method according to claim 6, characterized in that: Compare the optimal profits of each supply chain member under different plans, determine the optimal investment plan and corresponding investment conditions; including: By comparing the optimal profits of each supply chain member of Scheme YN and Scheme NN algebraically, we can obtain and Therefore, it can be judged that manufacturers will choose to invest in green technology to increase their own profits; the optimal profits of each supply chain member of Scheme YY and Scheme YN are compared algebraically, and the unit cost of blockchain usage C is obtained. B When it is less than the set threshold, and It can be judged from this that the live broadcast platform will choose to invest in blockchain technology to increase its own profits; the optimal investment plan is determined to be Plan YN.

8. A strategy optimization system considering platform spillover effects, characterized in that: Based on a supply chain including a manufacturer, an online live broadcast platform, and an offline retail platform, the strategy optimization system includes: A combination module is used to define the manufacturer's non-investment in green technology as action m1 and investment in green technology as action m2, and the live broadcast platform's non-investment in blockchain technology as action r1 and investment in blockchain technology as action r2, so as to combine and obtain three different solutions: NN{m1,r1}, YN{m2,r1} and YY{m2,r2}; A construction module, for constructing the demand functions of the live broadcast platform and the retail platform when the scheme NN, the scheme YN or the scheme YY is adopted based on the platform spillover effect, so as to respectively construct the first profit function, the second profit function and the third profit function of each supply chain member; A solution module, used to solve the first profit function, the second profit function and the third profit function respectively by using the Stackelberg game reverse induction method, and to solve the optimal profit of each supply chain member under different schemes; The determination module is used to compare the optimal profits of each supply chain member under different plans and determine the optimal investment plan.

9. A storage medium, characterized in that: It stores a computer program for strategy optimization considering platform spillover effects, wherein the computer program enables a computer to execute the strategy optimization method according to any one of claims 1 to 7.

10. An electronic device, characterized in that: include: one or more processors; Memory; and one or more programs, wherein the one or more programs are stored in the memory and configured to be executed by the one or more processors, the programs including instructions for executing the strategy optimization method according to any one of claims 1 to 7.

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