电商平台监管视角下直播带货供应链决策研究  

Decisions of Live-Streaming Supply Chain Considering Supervision of E-commerce Platforms

作　　者：杨磊 黄嘉豪 郝彩霞 YANG Lei;HUANG Jia-hao;HAO Cai-xia(Department of Electronic Business,South China University of Technology,Guangzhou,Guangdong 510006)

机构地区：[1]华南理工大学电子商务系,广东广州510006

出　　处：《供应链管理》2022年第5期24-36,共13页SUPPLY CHAIN MANAGEMENT

基　　金：国家自然科学基金项目“数字化闭环供应链中的产品质量和定价决策研究”(72071081);广东省自然科学基金项目“基于碳减排机制的再制造供应链数据驱动决策研究”(2019A1515010792)。

摘　　要：直播带货乱象频生的背景下,有关部门陆续出台文件要求平台加强对主播的监管,规范主播的售后服务等各项经营行为。文章以直播带货供应链为研究对象,讨论平台实施常规监管和加强监管两种情形下,平台、主播和卖家三方的直播带货决策,并分析加强监管对供应链运营决策及利润的影响。研究发现,平台加强监管后,主播会提高直播努力水平、卖家会提高产品价格。对平台和卖家来说,加强监管情形下利润更高。对主播来说,首先,在较低的售后服务水平下,当定价较高或定价中等且直播努力成本较高时,同时监管成本及售后服务成本较高,常规监管较好,否则,加强监管更好;而在较高的售后服务水平下,加强监管始终是占优决策。文章的研究表明加强监管可能同时有益于平台、主播和卖家,从供应链管理角度为相关部门政策的制定和实施提供了理论支持。With increasing social chaos in live streaming industry,the policies pursued by the relevant departments are encouraging the platforms to strengthen the supervision of the live streamers and standardize business behaviors such as after-sales service.Focusing on the live streaming supply chain,this paper studies the decisions of the platform,the live streamer and the supplier under regular supervision and strengthened supervision,and analyzes the impacts of strengthened supervision in the supply chain.The research finds that the streamer will improve selling efforts in live-streaming while the sellers would raise the sales price,and their profits will be higher under the mode of the strengthened supervision.For the streamer,under the low level of after-sales service,when the price is high or the price is medium with the high cost of live-streaming,the regular supervision is better while the cost of supervision and after-sales service is high;otherwise,the strengthened supervision is better.With the higher level of after-sales service,strengthened supervision is better choice.This paper shows that strengthened supervision may be beneficial to the platform supply chain,which provides theoretical support for the implementation of relevant policies from the perspective of supply chain management,and provides reference for pricing and service-level decision-making in the practice of live-streaming supply chain operation.

关 键 词：供应链 电商平台 直播带货 平台监管 

分 类 号：F272[经济管理—企业管理]