电子商务发展中的逆向物流问题--电商企业与政府、消费者的不同利益关系博弈分析

摘要

With the continuous deepening of the new urbanization in China,the development spurt of e-commerce based on Internet,the logistics industry has risen sharply. However,Mutual promotion and de-velopment of e-commerce and logistics express industry has also brought a large number of returns,waste products,low recycling of waste materials,environmental pollution and so on,and reverse logistics has be-come the various stakeholders focus on economic and social hot. The high cost of reverse logistics has troubled the e-commerce enterprise,making it difficult to implement reverse logistics operations. By using evolution-ary game method,this paper has analyzed the game behavior of interests between government and e -com-merce enterprise and between e-commerce enterprise and consumer,and has pointed out the choice of strate-gy of each game party,expecting to give some valuable theoretical support and reference of decision-making in reverse logistics to government,e-commerce enterprise and consumer.%随着我国新型城镇化的扩展与深入，基于互联网的电子商务井喷式发展，物流行业迅速兴起。然而电子商务和物流快递业的相互推进也带来大量退货、产品垃圾、废旧物资循环利用率低下和环境污染等负面问题，逆向物流成为各个利益相关方聚焦的经济社会热点。逆向物流的高成本困扰着电商企业，使其难以落实逆向物流行动。运用演化博弈方法，分析政府与电商企业，电商企业与消费者之间的利益博弈行为，并从中析出各博弈方的策略选择，以期为政府、电商企业和消费者在逆向物流活动中的决策提供一些有价值的理论支持和借鉴。