發(fā)布時(shí)間：2018-01-21 21:38

  本文關(guān)鍵詞： 電子商務(wù) 網(wǎng)上拍賣(mài) 多主體模型 仿真模型　出處：《北京化工大學(xué)》2015年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：隨著電子商務(wù)的迅速發(fā)展,人們的消費(fèi)習(xí)慣有了很大改變,網(wǎng)上購(gòu)物成為一種重要的消費(fèi)方式,不同商務(wù)網(wǎng)站之間競(jìng)爭(zhēng)日趨激烈,網(wǎng)上拍賣(mài)是電子商務(wù)的重要組成部分。由于現(xiàn)有拍賣(mài)方式層出不窮,不同拍賣(mài)方式的規(guī)則差異很大,研究最優(yōu)網(wǎng)上拍賣(mài)機(jī)制設(shè)計(jì)對(duì)于買(mǎi)賣(mài)雙方的決策極其重要。為此,本文以淘寶網(wǎng)現(xiàn)有拍賣(mài)機(jī)制為例進(jìn)行建模,構(gòu)建自下而上的multi-Agent仿真模型,研究不同拍賣(mài)機(jī)制設(shè)定對(duì)競(jìng)買(mǎi)人和拍賣(mài)人的最終收益的影響。主要工作介紹如下：(1)對(duì)現(xiàn)有與拍賣(mài)相關(guān)的研究進(jìn)行歸納總結(jié),分析其運(yùn)行機(jī)制的不同之處,尋找網(wǎng)上拍賣(mài)常用的拍賣(mài)方式。(2)以淘寶網(wǎng)上拍賣(mài)實(shí)例為研究基礎(chǔ),考慮英式拍賣(mài)與荷蘭拍賣(mài)兩種常用網(wǎng)上拍賣(mài)方式來(lái)構(gòu)建多物品網(wǎng)上拍賣(mài)模型,研究不同拍賣(mài)機(jī)制設(shè)計(jì)的優(yōu)劣。(3)基于所構(gòu)建的多主體網(wǎng)上多物品拍賣(mài)模型設(shè)計(jì)不同情景,對(duì)不同拍賣(mài)機(jī)制設(shè)計(jì)進(jìn)行模擬和分析,根據(jù)模擬結(jié)果,可以得到以下兩大結(jié)論：①相對(duì)于荷式拍賣(mài),英式拍賣(mài)的出清價(jià)格更低,消費(fèi)者收益更高,而生產(chǎn)者收益更低；②對(duì)于荷式拍賣(mài)而言,隨著降價(jià)幅度的增加,達(dá)到出清價(jià)格、均衡消費(fèi)者效用和生產(chǎn)者收益的速度越來(lái)越快,最終出清價(jià)格和生產(chǎn)者收益水平差異不大,而消費(fèi)者均衡效用水平越來(lái)越高。模擬結(jié)果也表明了本文所構(gòu)建的模型可為拍賣(mài)商選擇最優(yōu)拍賣(mài)機(jī)制提供借鑒,也為競(jìng)買(mǎi)者的競(jìng)價(jià)行為提供參考。
[Abstract]:With the rapid development of electronic commerce, people's consumption habits have been greatly changed, online shopping has become an important consumption mode, the competition between different business websites is becoming increasingly fierce. Online auction is an important part of electronic commerce. Due to the emergence of existing auction methods, the rules of different auction methods vary greatly. It is very important to study the design of optimal online auction mechanism for the decision of buyers and sellers. Therefore, this paper takes Taobao as an example to model the auction mechanism. The bottom-up multi-Agent simulation model is constructed. This paper studies the effect of different auction mechanism settings on the final income of bidders and auctioneers. The main work is as follows: 1. Based on Taobao auction examples, we consider two common online auction methods: British auction and Dutch auction to build a multi-item online auction model. This paper studies the advantages and disadvantages of different auction mechanism design. (3) based on the multi-agent network multi-item auction model to design different scenarios, the different auction mechanism design simulation and analysis, according to the simulation results. Two conclusions can be drawn as follows: 1: 1 compared with Dutch auction, British auction has lower clearing price, higher consumer income and lower producer income; 2 for Dutch auction, with the increase of price reduction, to reach the clearing price, the speed of balancing consumer utility and producer income is getting faster and faster, the final clearing price and producer income level is not different. The simulation results also show that the model constructed in this paper can provide reference for auctioneers to choose the optimal auction mechanism, and also for the bidding behavior of bidders.
【學(xué)位授予單位】：北京化工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F713.36;F713.359

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本文編號(hào)：1452597