不同权力结构下考虑网红营销努力的直播电商供应链决策研究  

Research on Live E-Commerce Supply Chain Decision-Making Considering Social Media Influencer’s Marketing Efforts under Different Power Structures

作　　者：于天阳 关志民[1] 董经洋 曲优 YU Tianyang;GUAN Zhimin;DONG Jingyang;QU You(Northeast University,Shenyang,China;Shandong University of Science and Technology,Qingdao,Shandong,China)

机构地区：[1]东北大学工商管理学院,沈阳市110167 [2]山东科技大学经济与管理学院

出　　处：《管理学报》2022年第5期714-722,748,共10页Chinese Journal of Management

基　　金：国家自然科学基金资助项目(70972100,71372186)。

摘　　要：以由直播平台、网红团队及电商卖家组成的供应链为研究对象,考虑需求受网红直播带货的影响,分别构建电商卖家主导、网红团队主导以及双方权力对等的3种权力结构下的供应链决策模型,并进行模型间的比较分析与重点参数的敏感性分析。研究表明:(1)电商卖家、网红团队及直播平台利润、消费者总效用、社会福利与网红个人影响力及直播营销成本效率正相关;(2)3种情形下,电商卖家与网红团队利润间的大小关系与直播营销成本效率密切相关;(3)消费者总效用及社会福利在电商卖家与网红团队权力对等时最大,在电商卖家主导时次之,在网红团队主导时最小。Taking the supply chain composed of live broadcast platform, social media influencer team and e-commerce seller as the research object, considering the influence of social media influencer live broadcast on demand, and building supply chain decision-making models under three power structures: e-commerce seller-led, online celebrity team-led and equal power. The comparative analysis among the models and the sensitivity analysis of key parameters are carried out. The results show that: First of all, the profits of e-commerce seller, social media influencer team, live broadcast platform, total consumer utility and social welfare are positively correlated with social media influencer personal influence and live broadcast marketing cost efficiency. Secondly, in three cases, the relationship between the profits of e-commerce seller and the profits of social media influencer team is closely related to the cost efficiency of live marketing. What’s more, the total utility of consumers and social welfare are the largest when the power of e-commerce seller and social media influencer team is equal, followed by e-commerce seller dominates the supply chain, and the smallest when social media influencer team dominates the supply chain.

关 键 词：网红 直播电商 权力结构 营销努力 供应链管理 

分 类 号：C93[经济管理—管理学]