产品服务系统价值共创演化博弈分析

摘要/Abstract

摘要： 针对产品服务系统（PSS）的制造企业、用户企业双方动态合作与竞争策略选择问题，在构建PSS双方合作演化博弈基本模型的基础上，结合PSS全生命周期的特点，系统分析了非互信条件下的产品交付前阶段、互信条件下的产品交付后阶段的双方演化稳定策略。结果表明：双方合作的演化稳定策略存在与收益和成本密切相关的多种局部平衡，非互信条件下，双方很可能存在搭便车行为，将对后续合作产生消极影响；互信条件下，通过收益调节策略可以有效降低搭便车的概率，却不能充分解释价值共创的内生机制。为此，通过对双方努力的成本、收益微观协同模型分析，发现在宏观收益调节与微观努力协同共同作用下，可以促成双方价值共创朝着可持续的协同合作演化。最后，通过数值模拟对模型进行了检验。

关键词: 产品服务系统, 价值共创, 演化博弈

Abstract: In order to solve dynamic cooperation and competition strategy selection problem both of manufacturers and users, the PSS cooperation evolution game model is constructed. By considering the whole life cycle of PSS system, this paper makes a 2-phase analysis of the two sides evolutionary stable strategy, namely, the pre delivery phase of the product under non trust conditions and post product delivery phase under mutual trust. The results show that there are multiple local evolutionary equilibrium related to the benefits and costs in the stable strategy of cooperation between two sides. Under non trust conditions, the two sides may have free riding behavior, which, has negative impact on their follow-up cooperation; under trust conditions, income regulation strategy can effectively reduce free riding behavior, but can’t fully explain the endogenous mechanism of value co-creation. Therefore, through an analysis of the model of the micro collaborative efforts of both sides, it is found the regulation at the macro and micro collaborative efforts return together can make value co-creation towards sustainable cooperation. Finally, the model is tested by numerical simulation.

Key words: product service system, value co-creation, evolutionary game

胡有林, 韩庆兰. 产品服务系统价值共创演化博弈分析[J]. 管理评论, 2021, 33(6): 242-254.

Hu Youlin, Han Qinglan. Evolutionary Game Analysis on Value Co-creation of Product Service System[J]. Management Review, 2021, 33(6): 242-254.

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