Perspective of Game Theory on E-commerce Platforms During the Online Shopping Festivals

Abstract

Online shopping is becoming more and more popular. E-commerce platforms hold online shopping festivals in order to obtain more profits and reduce the inventory. Because the limited sum of the market demand, e-commerce platforms spare no pains to seize more market share and obtain more orders. There is a game among e-commerce platforms during the online shopping festivals. In this paper, based on the game theory, the price wars among platforms during double 11 online shopping festival and 618 online shopping festival are reviewed. And the influence of price wars and coping strategies based on the game theory are reviewed.