关键词: 家电企业, 电商平台, 合作秩序, 演化博弈, 自发秩序

Abstract: Establishing a good cooperative relationship between appliance enterprise and ecommerce platform has strategic optimization significance. This paper uses the evolutionary game method to model the cooperation between appliance enterprise and ecommerce platform, and discusses the costs and benefits of the cooperation in detail. Meanwhile, considering the legal intervention in the event of default, various factors affecting the cooperation are analyzed. The analysis shows that the direct benefits of cooperation and the distribution of negotiating power have an inverted U-shaped effect on the probability of successful cooperation between the two sides; Value creation coefficient, policy incentive coefficient and cooperation development depth have a positive impact on the probability of successful cooperation, while the specificity of capital and transaction cost have a negative impact; And only the time discount factor of ecommerce platform has a positive impact on the probability of successful cooperation; When the default occurs, the compensation that one party can obtain through legal aid and success probability have a positive impact on the probability of successful cooperation, while the cost of law has a negative impact. At the same time, it is concluded that as long as one side can recover all its losses through litigation, then the only equilibrium is to take cooperation. Finally, it is pointed out that the cooperation between the appliance enterprise and ecommerce platform is similar to the “spontaneous order” advocated by Hayek, and based on this, the government should improve the external environment conducive to the growth of this “order” to promote the new economy to become an important driving force for social development.

Key words: appliance enterprise, ecommerce platform, cooperative order, evolutionary game, spontaneous order