博弈视角下不同直播营销模式的服装电商决策分析  

Clothing e-commerce design-making analysis under different webcast marketing modesfrom the perspective of game theory

作　　者：李玉民[1] 苗瑞净 毛跃宇 闫雨婷 LI Yumin;MIAO Ruijing;MAO Yueyu;YAN Yuting(School of Management Engineering,Zhengzhou University,Zhengzhou 450001,China)

机构地区：[1]郑州大学管理工程学院,郑州450001

出　　处：《丝绸》2022年第2期68-76,共9页Journal of Silk

基　　金：国家自然科学基金资助项目(71501173);河南省重点软科学研究项目(202400410174);河南科技智库研究课题项目(HNKJZK-2022-02B)。

摘　　要：为探讨服装电商直播营销模式选择问题,本文使用博弈模型对比服装电商不开通直播、自主开通直播、邀请主播合作直播等不同模式下的预期销量和利润,并分析服装电商开通直播时利润随服装价格弹性系数、传统渠道市场份额变化情况。数值推导和仿真结果表明:1)服装电商开通直播时,利润随着价格弹性系数上升而下降,随传统渠道市场份额增加呈“U”型变化。2)实际转化率较低时,服装电商自主开通直播模式下的利润降低、邀请主播合作开通直播模式下的销量与利润都降低;实际转化率升高,开通直播模式下的销量与利润提高;实际转化率持续升高,邀请主播合作直播模式的销量与利润远高于不开通直播与自主直播模式。The development of webcast marketing has been stable with good momentum,and maintained a good growth trend in recent years.During the period from November 1 to November 11,2021,the transaction volume of live broadcast platforms of the whole network reached 73.756 billion yuan,of which the sales of"top anchors"Li Jiaqi,Wei Ya,and Cherie reached 10.6 billion yuan,8.2 billion yuan,and 900 million yuan,respectively.Webcast marketing is also playing an increasingly important role in clothinge-commerce marketing.Webcast marketing has established different modes in the development process,such as no webcast marketing,independent webcast marketing,and inviting anchors to cooperate.Appropriate webcast marketing modes not only bring economic benefits to clothing e-commerce,but also create brand benefits.Therefore,as webcast marketing continuously tends to a good prospect,clothing e-commerce companies should flexibly choose webcast marketing model based on their own characteristics.In order to maximize the gain effect of webcast marketing onclothing e-commerce,the flow expansion effect,conversion rate,actual conversion rate and other parameters were introduced to establish a modelbased on game theory and according to the characteristics of webcast marketing.Different webcast marketing modes of clothing e-commerce were also analyzed,and the best price,sales volume,profit,etc.of clothing e-commerce under different broadcast marketing modes were obtained through the basic method of game theory,and the relationship between the profit of clothing e-commerce and the price elasticity coefficients and the market share of traditional channels under different webcast marketing modes was analyzed.At the same time,a comparative analysis was performed on the price,sales volume,profit,etc.under different live broadcast marketing modes,and how to choose a live webcast marketing mode for clothing e-commerce under different actual conversion rates.Finally,the simulation analysis of the entire model was conducted,and this paper concluded tha

关 键 词：直播营销 服装电商 博弈论 主播 决策分析 流量效应 

分 类 号：TS941.1[轻工技术与工程—服装设计与工程]