优化部署电子商务战略

基于两阶段博弈理论，讨论了企业该如何在不同的竞争环境中部署电子商务战略，以达到企业效益的最优化．通过简化客户关系管理和供应链管理对企业的经济影响，同时考虑企业对电子商务战略的投资水平，分析垄断企业的电子商务战略和2个竞争企业在不同成本结构的情况下电子商务战略的优化问题．通过博弈论的建模分析，得出垄断企业总是注重其供应链管理系统的建设，竞争环境下的企业对客户关系管理系统的重视程度是随着电子商务的边际利润的增加而增加的。

Optimizing e-business strategic deployment

Based on the two stage duopoly model, it was discussed that how a company should deploy its e business strategy under different competitive scenarios. Through introducing the investment level between the CRM (customer relationship management) and the SCM(supply chain management), the e business strategy, which includes balancing the status of both the CRM and the SCM, was analyzed under both monopoly and duopoly markets. The results show that a monopoly always tends to emphasize its SCM system in its e business deployment and the weight of CRM to a company is related to the marginal profit produced by e business.