关键词: 绿色产品, 线上线下结合模式, 策略选择, 演化博弈

Abstract: The combination of online and offline marketing mode effectively alleviates the problems of poor circulation channels and single marketing mode, thus promoting the consumption of green products. On the basis of relevant assumptions, the dynamic evolution process of the game subjects is reproduced by constructing the evolutionary game model of green product retail enterprises and consumers. It shows that there are two possible equilibrium states in the evolutionary game system between retail enterprises and consumers of the green product O2O model: O {maintaining the traditional marketing strategy, using the traditional strategy to purchase products} and C {building the online marketing strategy, using the online strategy to purchase products}. The evolution of evolutionary game system is disturbed by 9 factors, which affect the profit, cost and potential risk loss of the players. On the basis of theoretical deduction, numerical simulation is carried out with A retail enterprises as samples, which verifies the correctness of theoretical deduction, and gives the affect intensity of the above factors.

Key words: green products, online to offline, strategy selection, evolutionary game model