Strategy Analysis of Multi-Agent Governance on the E-Commerce Platform

In the post-epidemic era, e-commerce industry has become an important engine to promote new round of growth in China’s economy. However, frequent quality problems products, such as shoddy goods and improper products market, not only violate legitimate rights interests consumers social public interests, but also seriously restrict steady sound development industry. This paper uses evolutionary game theory build model between government, platform, merchants, it analyzes stable evolution path system key factors affecting product optimization under situation dual strategy set, then expands side set into a continuous type compares explores regulatory effects output changes two situations. Then, puts forward effective measures improve products. The findings are follows: case binary is difficult for merchants steadily evolve towards compliance management, while merchants’ violation management willingness their efforts when scale small. policy government–enterprise cooperative supervision can realize operation effort level income consistent with optimal value set. results show that government platforms should adhere concept dynamic regulation adjust strategies according different stages enterprises so give sufficient space, maintain healthy environment market. At same time, avoid choice or neglect, adopt flexible strategies, moderate achieve trend compliance, efforts, profits merchants.