【摘要】：高校學生的就業(yè)問題是改革開放以來我國亟待解決的社會問題之一。無論是來自于“985”,“211”院校還是來自于普通高校的大學生,都面臨著激烈的競爭環(huán)境。不少公司的招聘條件已經(jīng)從單一的崗位要求上升到涉及身高、戶籍,學籍等層面上來,這使得不少處于普通院�；蛘叨壝褶k院校的學生處在了相對尷尬的境地。于是,在國家鼓勵部分高校大學生自主創(chuàng)業(yè)的大背景下,本文試圖探討大學生如何采取自營網(wǎng)店的方式進行謀生。 本文的理論基礎來源于決策制定的經(jīng)典工具“博弈論”,同時結(jié)合管理學的相關知識,在定性分析和定量分析的基礎上探討了網(wǎng)店運營過程中網(wǎng)店業(yè)主與不同參與者之間的博弈問題,最后結(jié)合實例分析得出網(wǎng)店業(yè)主在不同博弈階段的不同博弈策略。 文章總共有六個章節(jié),首先在緒論部分介紹了文章的研究背景、意義、目的、國內(nèi)外研究動態(tài)、研究內(nèi)容,方法和技術路線；隨后對網(wǎng)店運營環(huán)境進行分析,探討了網(wǎng)店運營的現(xiàn)狀和發(fā)展趨勢并指出其存在的主要問題；接著,探討了運用博弈論分析網(wǎng)店運營策略的可行性：首先介紹了博弈論的相關理論即博弈論的概念、基本分類及發(fā)展歷程;然后分析了網(wǎng)店運營過程中涉及到的博弈要素是否完備；隨后,結(jié)合“淘寶網(wǎng)”上的數(shù)據(jù)分析、受眾需求特點的定性分析、“智豬博弈”模型確定網(wǎng)店運營的主打產(chǎn)品。在本文的主體部分,針對網(wǎng)店運營的各階段進行博弈模型的構(gòu)建并進行了實例應用：第一階段是網(wǎng)店業(yè)主在進貨時與供應商之間的價格博弈并運用定性分析的方法確定了訂貨批量；第二階段是網(wǎng)店業(yè)主與同行之間的博弈：包含產(chǎn)品銷售時的定價博弈及產(chǎn)品推廣時網(wǎng)店業(yè)主與同行之間的信號博弈；通過“囚徒困境”本文說明了網(wǎng)店業(yè)主與同行若采取低價競爭的策略將會造成兩敗俱傷,再運用收益矩陣分析雙方是否采取創(chuàng)新的方法來吸引更多的客戶;第三階段是網(wǎng)店業(yè)主與顧客的博弈：包含網(wǎng)店業(yè)主與顧客在售中過程中的價格博弈及網(wǎng)店業(yè)主與顧客的售后產(chǎn)品質(zhì)量博弈;第四階段是網(wǎng)店業(yè)主與員工之間的博弈：包含網(wǎng)店業(yè)主與準員工之間的工資博弈及網(wǎng)店業(yè)主與現(xiàn)有員工之間的工作效率博弈；最后一個階段是網(wǎng)店業(yè)主與政府之間的混合策略稅收博弈；最后,對本文的研究效果作出評價,同時進行研究空間的展望。
[Abstract]:The employment of college students is one of the urgent social problems in China since the reform and opening up. Both from "985", "211" colleges and universities from ordinary college students, are facing fierce competition. The recruitment conditions of many companies have risen from a single post requirement to the level of height, household registration, student status, etc., which makes many students in ordinary colleges or secondary private colleges in a relatively awkward situation. Therefore, under the background of encouraging some college students to start their own businesses, this paper attempts to explore how college students can make a living by using self-owned online shops. The theoretical basis of this paper is derived from the classic tool of decision making, "Game Theory", combined with the relevant knowledge of management. On the basis of qualitative analysis and quantitative analysis, this paper discusses the game problem between shop owner and different participants in the process of online store operation. There are six chapters in this paper. Firstly, the research background, significance, purpose, domestic and foreign research trends, research contents, methods and technical routes are introduced in the introduction part. Then it analyzes the operating environment of online store, discusses the current situation and development trend of online store operation and points out its main problems. Then, it discusses the feasibility of using game theory to analyze the strategy of online store operation: firstly, it introduces the related theory of game theory, namely, the concept, basic classification and development course of game theory; Then it analyzes whether the game elements involved in the online store operation are complete or not. Then, combined with the data analysis on Taobao, the qualitative analysis of the characteristics of audience demand, the "smart pig game" model determines the main products of online store operation. In the main part of this article, This paper constructs the game model for each stage of online store operation and carries on the example application: the first stage is the price game between the owner of the shop and the supplier when the goods are in stock and uses the qualitative analysis method to determine the order batch; The second stage is the game between the owner and the peer: including the pricing game when the product is sold and the signal game between the owner and the peer when the product is popularized; Through the "Prisoner's Dilemma", this paper explains that if the owners and peers of online shops adopt the strategy of low price competition, they will lose both sides, and then use the income matrix to analyze whether the two sides adopt innovative methods to attract more customers; The third stage is the game between the shop owner and the customer, including the price game between the owner and the customer in the process of sale and the game of the after-sale product quality between the owner of the shop and the customer. The fourth stage is the game between the owner and the employee of the shop: including the salary game between the owner and the prospective employee and the efficiency game between the owner of the shop and the existing staff; The last stage is the tax game of the mixed strategy between the owner and the government. Finally, the research effect of this paper is evaluated and the research space is prospected.
【學位授予單位】：東北農(nóng)業(yè)大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F724.6;G647.38;F224.32

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