服务生态系统环境下利益相关者价值共创的演化博弈分析

服务生态系统作为网络环境下的新型价值创造模式,近年来已成为国内外学术界研究的热点。首先,在明确服务生态系统价值共创模式的基础上,将价值创造过程的利益相关者划分为服务提供者、服务促进者和服务接受者。其次,引入演化博弈的方法,对服务生态系统价值共创的演化均衡状态及其收益进行刻画。最后分析了不同条件下服务生态系统共创收益与均衡状态之间的关系。研究结果表明,价格弹性在服务生态系统的演化过程中起主导作用,直接影响服务化的收益状况和系统的均衡状态;在不对系统收益分配进行调控的情况下,价值滑移降低了系统价值共创的效率,均衡状态的收益值低于系统最大收益值;对系统的收益分配进行调控能够提升价值共创效率,奖励策略能够决定系统的最终演化状态,而惩罚策略则能够加快系统的收敛速度。

Evolutionary Game Analysis of the Value Co-creation of the Stakeholders in the Environment of Service Ecosystem

As a new pattern of value co-creation under the network environment, service ecosystem has become one of the hot topics in the academic circle in recent years. First, on the basis of a clear model of value co-creation, the stakeholders in the value creation process are divided into service providers, service promoters and service recipients. On this basis, an evolutionary game has been developed to characterize the equilibrium state its benefits of value co-creation in service ecosystem. Finally, we compare and analyze the equilibrium state and the results of the value co-creation of service ecosystem under different conditions. The research results show that: Price elasticity plays a leading role in the evolution of service ecosystem, and directly affects the status of service revenue and the equilibrium state of the system. Under natural conditions, value slip reduces the efficiency of system value creation, and the return value of equilibrium is lower than the maximum value of the system. In order to improve the efficiency of value co-creation, the reward strategy “R” is used to adjust the evolution state, and the penalty strategy “L” is applied to speed up the convergence speed of the system.