基于博弈理论的明星代言金融P2P平台可行性分析

社会工作与管理 ›› 2018, Vol. 18 ›› Issue (6): 85-90.

基于博弈理论的明星代言金融P2P平台可行性分析

杨璐¹, 张成科², 蒋珺², 朱怀念²

1. 广东工业大学管理学院, 广东广州, 510520;
2. 广东工业大学经济与贸易学院, 广东广州, 510520

收稿日期:2016-04-27 出版日期:2018-11-15 发布日期:2018-11-15
作者简介:杨璐(1989-),女,汉族,博士研究生;主要研究方向:博弈理论及其应用。
基金资助:
国家自然科学基金面上项目“不完全信息模式广义马尔科夫跳跃系统的微分博弈理论及应用”（71571053）；广东省自然科学基金项目“不完全信息广义马尔科夫跳跃系统金融保险模型的随机微分博弈问题研究”（2016A030313701）；广东工业大学校青年基金项目“带脉冲的随机系统LQ型非合作微分博弈理论研究”（15QNZD003）；广东大学生科技创新培育专项资金“带Poisson跳的Markov切换系统的随机微分博弈理论及应用”（pdjha0151）；大学生创新创业训练计划项目“珠三角地区小微企业融资中的银企博弈分析”（201611845197）。

Feasibility Analysis for Celebrity Endorsements of P2P Financial Platform from the Perspective of Game Theory

YANG Lu¹, ZHANG Chengke², JIANG Jun², ZHU Huainian²

1. School of Management, Guangdong University of Technology, Guangzhou Guangdong, 510520, China;
2. School of Economics and Commerce, Guangdong University of Technology, Guangzhou Guangdong, 510520, China

Received:2016-04-27 Online:2018-11-15 Published:2018-11-15

摘要/Abstract

摘要： 随着互联网技术的发展，理财的方式也多种多样，金融P2P平台应用而生，它们在推广之初会选择明星代言的方式来提升知名度。但当金融平台运作出现问题时，不仅会带来社会的混乱，也会给明星带来声誉以及财产的损失。基于此从不完全信息静态博弈理论出发，分析各个参与人的期望收益率和贝叶斯纳什均衡。研究表明，不管金融P2P平台处于高风险还是低风险，只要满足一定条件，明星就会为金融P2P平台代言。当金融P2P平台处于高风险时，明星和平台的收益明显低于低风险的情况，双方都会通过降低风险的举动来增加收益。本研究可以给明星、金融P2P平台和政府制定决策提供一定的参考依据。

关键词: 博弈理论, 明星代言, 金融P2P平台, 可行性

Abstract: With the development of internet technology, wealth management methods abound, including P2P financing platform. At the beginning such platforms choose celebrity endorsements to promote popularity. But when the financing platform is in trouble, it will not only bring social chaos, but also reputation damage and property loss to the celebrities. In this paper, we analyze the expected return rate and the equilibrium of Bayesian Nash of each participant with the application of incomplete information static game theory. According to the research, when certain conditions are met, the celebrities will speak for P2P financing platforms regardless of high or low risk. When the P2P financing platform is at a high risk, the earnings of celebrities and platforms are significantly lower than those with low risk, so both sides will increase their profits by reducing the risk. It can provide some references for celebrities, P2P financing platforms and government decision-making.

Key words: game theory, celebrity endorsement, P2P financing platform, feasibility

中图分类号:

杨璐, 张成科, 蒋珺, 朱怀念. 基于博弈理论的明星代言金融P2P平台可行性分析[J]. 社会工作与管理, 2018, 18(6): 85-90.

YANG Lu, ZHANG Chengke, JIANG Jun, ZHU Huainian. Feasibility Analysis for Celebrity Endorsements of P2P Financial Platform from the Perspective of Game Theory[J]. SOCIAL WORK AND MANAGEMENT, 2018, 18(6): 85-90.

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