MODEL DESIGN AND GAME ANALYSIS OF COORDINATING THE URBAN COMMERCE AND COUNTRYSIDE COMMERCE:AN EMPIRICAL RESEARCH ON "TEN MILLION" PROJECT IN ZHEJIANG PROVINCE
构建了农村消费者、分销企业和政府之间的效用指数与博弈模型，基于浙江“千万工程”实证分析城乡商业协调后的效用变化，得出政府支持、企业投资和消费者响应的整体均衡解。
The coordinating of urban and rural commerce is an important path and part of the integration of urban and rural development.This paper argues that the integration of urban and rural development depends on the game which occurs among the rural consumers,distribution enterprises and government.And the results of the game impact the effects of the integration.This paper sets up an index of utility and game model among the rural consumers,distribution enterprises and government.Then based on the empirical research on Zhejiang province's Ten Million Project,this paper analyses the utility changes after coordinating urban commerce and countryside commerce,and gains an overall integrating equilibrium solution as government's support,enterprises' investment and consumers' response.