电商企业销售模式选择及直播开通条件分析  

Sales Mode Selection of E-Commerce Enterprises and Analysis of Opening Conditions of Live Broadcasting

作　　者：徐春秋[1] 李欣欣 XU Chunqiu;LI Xinxin(School of Management Engineering,Zhengzhou University,Zhengzhou 450001,China)

机构地区：[1]郑州大学管理工程学院,河南郑州450001

出　　处：《经济与管理》2022年第2期69-76,共8页Economy and Management

基　　金：国家自然科学基金资助项目(71702172);国家自然科学基金资助项目(71072155);教育部人文社科项目(17YJC630183)。

摘　　要：近年来,电子商务和直播经济迅猛发展,为制造商提供更多销售模式。构建一个由单制造商和电商平台组成的二级供应链,使用多阶段博弈理论探究制造商进行直销和转售的条件,并进一步分析不同销售模式下产品销售主体开启直播的条件。研究发现:(1)当价格提成比例低于阈值时,制造商会选择直销;当价格提成比例高于阈值时,制造商会选择转售;(2)不同销售模式下,产品销售主体开启直播的条件与网络外部性和直播成本有关。当网络外部性较低,产品销售主体仅在直播成本较低时开启直播;当网络外部性较高,产品销售主体始终会开启直播。In recent years, the e-commerce and live streaming economy have developed rapidly, which provides more sales models for manufacturers. This paper constructs a two-level supply chain model consisting of a single manufacturer and an e-commerce platform, uses the multi-stage game theory to explore the conditions of direct selling and resale by the manufacturer and further analyzes the conditions that the product seller starts live-streaming under different sales modes. The findings are as follows:(1) When the price sharing ratio is lower than the threshold value, the manufacturer chooses direct selling;when the price sharing ratio is higher than the threshold, the manufacturer chooses to resell.(2) In different sales modes, whether the product sales subject opens live broadcast is related to network externality and live broadcast cost. Specifically, when the network externality is low, the product sales subject opens live broadcast only when the live broadcast cost is low;when the network externality is high, the product sales subject will open live broadcast.

关 键 词：多阶段博弈 直销 转售 直播 价格提成比例 网络外部性 

分 类 号：F272[经济管理—企业管理]