Analysis of the optimal profit strategy of network cargo based on game theory

Abstract

With the popularity of social media, the Internet celebrity economy has become a new economic phenomenon, driven by huge interests, more and more people enter the industry, one of the main ways to bring goods is targeted sales by celebrities relying on their huge fan base. However, the development of the network with the goods industry is also uneven, there are unqualified products, supervision is not in place and other problems, some carriers pay attention to the interests of blind selling goods at the expense of consumer interests, this behavior is not conducive to long-term development. Therefore, this paper analyzes the optimal profit of online goods by using Nash equilibrium on the basis of considering the interests of consumers. The key to improve profits is to reduce the return rate, and to reduce the return rate lies in whether the marketing subject can control the quality of the goods. On this basis, the probability of monitoring and non-monitoring of the marketing platform is set, and the income of the marketing platform under the strategy of product control and non-control, and consumers under the strategy of purchase and non-purchase is obtained by using repeated games. The optimal profit of online delivery and how to maintain long-term interests are analyzed. Finally, it is concluded that the long-term profit can be obtained when the control cost is low, the control profit is high, the marketing platform penalty and deduction are low and the discount rate is high.