Abstract: This paper focuses on the current phenomenon of the exquisite for fresh supermarket under the background of “new retail”. With the aid of the research tool of evolutionary game, an evolutionary game model that fresh supermarkets competetogether is built based on the economic principles. By the model analysis, the evolutionary logic in the evolution process is discussed, and the evolutionary laws and its key influencing factors are explored. This research shows that,at the beginning,when e-commerce platforms try togo to offline to set up their own fresh supermarkets, they can trulychoose the exquisite strategy to perform differentiated competition with traditional fresh supermarkets; but with the continuous evolution of the game process, whether or not the equilibrium state of differentiated competition can be achieved is under the constraints of various competition conditions; more than that,under certain market conditions, the exquisite strategy even may not be the best choice for fresh supermarkets too.

Key words: new retail, fresh supermarket, exquisite strategy, evolutionary game

摘要： 本文聚焦当前新零售背景下生鲜超市的竞争态势,借助于演化博弈这一研究工具,基于经济学原理构建了生鲜电商切入线下生鲜超市以后,与传统生鲜超市为竞争生存空间而形成的演化博弈模型,通过模型分析探讨这一演化过程中的演化逻辑,发现其中的演化规律及关键影响因素。研究认为,虽然打着“新零售”旗号的电商平台在切入线下生鲜超市时,通过首选精品化策略可以在初始阶段实现与传统生鲜超市的差异化竞争,但是,双方能否就此达成稳定均衡将会受到多种因素的制约,并可能演化出完全不同的均衡状态;甚至在特定的市场条件下,精品化都未必是生鲜超市的理性选择。

关键词: 新零售, 生鲜超市, 精品化, 演化博弈