基于演化博弈视角的企业自建平台众包策略分析
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摘要
文章以基于企业自建平台的众包项目为对象,从演化博弈视角分析了发包企业的任务群体和接包参与者群体之间众包行为的动态演化和相互作用过程,构建了发包企业的任务群体和接包参与者群体的演化博弈模型,分析了演化稳定策略及系统演化均衡问题,在此基础上分析众包策略的选择问题。结果表明:参与者的准备成本越低、专业程度越高、相关经验越丰富、付出程度越高,越利于众包成功;合理的任务难易度、相对宽松的期限、越低的企业众包成本、预期收益越高,越利于众包成功。最后给出若干举措以促进参与者和企业的良好合作。
In this paper, focusing on crowdsourcing projects based on enterprise self-built platform, the dynamic evolution and interaction process between the task groups and the package participants groups are analyzed from a perspective of evolutionary game. The game model between the task groups and the package participants groups is constructed, and the evolutionarily stable strategies and system evolution equalization are analyzed. And then the problem of crowdsourcing strategies selection is analyzed. The results show that for the success of crowdsourcing, the more beneficial factors include a lower preparation cost, a higher professional level, a more relevant experience and a higher payment, and a reasonable difficulty of task, a relatively easy deadline, a lower cost of crowdsourcing and a higher expected earnings. Finally, some measures on promoting the good cooperation between participants and enterprises are given.
In this paper, focusing on crowdsourcing projects based on enterprise self-built platform, the dynamic evolution and interaction process between the task groups and the package participants groups are analyzed from a perspective of evolutionary game. The game model between the task groups and the package participants groups is constructed, and the evolutionarily stable strategies and system evolution equalization are analyzed. And then the problem of crowdsourcing strategies selection is analyzed. The results show that for the success of crowdsourcing, the more beneficial factors include a lower preparation cost, a higher professional level, a more relevant experience and a higher payment, and a reasonable difficulty of task, a relatively easy deadline, a lower cost of crowdsourcing and a higher expected earnings. Finally, some measures on promoting the good cooperation between participants and enterprises are given.
引文
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[16] CHANG D,CHEN C H,LEE K M.A crowdsourcing development approach based on a neuro-fuzzy network for creating innovative product concepts[J].Neurocomputing,2014,142(1):60-72.
[17] WEIBULL J W.演化博弈论[M].王永钦,译.上海:格致出版社,2015.
[2] CHESBROUGH H W.Open innovation:the new imperative for creating and profiting from technology[M].Boston:Harvard Business School Press,2003.
[3] BUSAROVS A.Crowdsourcing as user-driven innovation,new business philosophy’s model[J].Journal of Business Management,2011(4):53-60.
[4] CHESBROUGH H,VANHAVERBEKE W,WEST J.Open innovation:researching a new paradigm[M].New York:Oxford University Press,2006.
[5] HUANG Y,SINGH P V,SRINIVASAN K.Crowdsourcing new product ideas under consumer learning[J].Management Science,2014,60(9):2138-2159.
[6] LAKHANI K R,PANETTA J A.The principles of distributed innovation[J].Innovations Technology Governance Globalization,2007,2(3):97-112.
[7] BRABHAM D C.Crowdsourcing as a model for problem solving:an introduction and cases[J].Convergence:the International Journal of Research into New Media Technologies,2008,14(1):75-90.
[8] BRABHAM D C.Crowdsourcing as a model for problem solving:leveraging the collective intelligence of online communities for public good[J].Convergence:the International Journal of Research into New Media Technologies,2010,14(1):75-90.
[9] BRABHAM D C.The myth of amateur crowds[J].Information Communication & Society,2012,15(3):394-410.
[10] 孟韬,张媛,董大海.基于威客模式的众包参与行为影响因素研究[J].中国软科学,2014(12):112-123.
[11] SHAO B,SHI L,XU B,et al.Factors affecting participation of solvers in crowdsourcing:an empirical study from China[J].Electronic Markets,2012,22(2):73-82.
[12] YE H,KANKANHALLI A.Solvers’ participation in crowdsourcing platforms:examining the impacts of trust,and benefit and cost factors[J].Journal of Strategic Information Systems,2017,26(2):101-117.
[13] MACK T,LANDAU C.Winners,losers,and deniers:self-selection in crowd innovation contests and the roles of motivation,creativity,and skills[J].Journal of Engineering & Technology Management,2015,37(1):52-64.
[14] SCHAFER S,ANTONS D,LUTTENS D,et al.Talk to your crowd:principles for effective communication in crowdsourcing:a few key principles for communicating with solvers can help contest sponsors maintain and grow their base of participants[J].Research-Technology Management,2017,60(4):33-42.
[15] JAVADIKHASRAGHI H,MOHAMMADI S.An innovative crowdsourcing approach for amazon mechanical turk[J].International Journal of Computer Applications,2013,52(4):20-13.
[16] CHANG D,CHEN C H,LEE K M.A crowdsourcing development approach based on a neuro-fuzzy network for creating innovative product concepts[J].Neurocomputing,2014,142(1):60-72.
[17] WEIBULL J W.演化博弈论[M].王永钦,译.上海:格致出版社,2015.