大数据背景下企业“杀熟”行为演化博弈分析
Game Analysis of Enterprise “Kill Ripe” Behavior Evolution under the Background of Big Data

随着科技的发展，利用大数据“杀熟”的行为屡见不鲜，本文从社会-技术的双重视角对“杀熟”行为进行了分析，研究了政府、平台、商家和消费者四方对于“杀熟”的博弈行为，通过分析探究了四方之间的策略演化过程和影响因素。研究发现，目前在大数据杀熟方面仍存在政府监管力度不够，平台与商家合谋损害消费者权益的现象和问题，通过进行演化博弈分析，明确了政府和平台的策略选择至关重要，因此建议政府加强监管力度，制定合适的奖惩机制，促进平台与商家良性合作，维护消费者的权益，对营造更公平、和谐、可持续的市场环境具有重要意义。
With the development of science and technology, it is not uncommon to use big data to “kill ripe” behavior. This paper analyzes the “kill ripe” behavior from the dual perspective of society-technology, studies the game behaviors of the four parties of “kill ripe”, and explores the strategy evolution process and influencing factors among the four parties through analysis. The research finds that there are still insufficient government supervision and problems of platforms and merchants colluding to harm consumers’ rights and interests in terms of big data killing. Through evolutionary game analysis, it is clear that the strategic choice of the government and the platform is crucial. Therefore, it is suggested that the government strengthen supervision, formulate appropriate reward and punishment mechanisms, promote benign cooperation between platforms and merchants, and safeguard the rights and interests of consumers.