Study on Automated Negotiation with Combined Strategy in E-Commerce Oriented Customization
CAO Mukun，CHEN Chongping，WANG G A
1. Xiamen University, Xiamen, Fujian, China; 2. South China Normal University, Guangzhou, China; 3. Virginia Polytechnic Institute and State University, Blacksburg, USA
Abstract：To satisfy consumers’ demand for individualization and to diminish consumer-expenditure, this study integrates the theory of mass customization and the practice of ecommerce, proposing an operational model of customization in e-commerce. Based on the agent technology and automated negotiation theory, this study explores the strategic models for multi-attribute negotiations, namely non-learning-fixed strategy and learning strategy. In addition, the learning strategy is combined with a minor concession to guide the agent make adaptive negotiation offers, so-called minor-concession strategy or combined strategy. Through comparative experiments among the three strategies, the experimental result shows the combined strategy is more effective for achieving a win-win situation at the end of negotiations than the other two strategies, as well as increasing the efficiency of negotiation, and thus benefits the future practical development of customized e-commerce.
曹慕昆，陈崇萍，王刚. 大规模定制电子商务的组合策略自动谈判研究[J]. 管理学报, 2019, 16(11): 1712-.
CAO Mukun，CHEN Chongping，WANG G A. Study on Automated Negotiation with Combined Strategy in E-Commerce Oriented Customization. Chinese Journal of Management, 2019, 16(11): 1712-.
