网红带货对销售企业盈利影响研究  

The impact of internet celebrity live delivery on the profitability of sales enterprises

作　　者：刘焱洪 张建雄[1] LIU Yanhong;ZHANG Jianxiong(Department of Management and Economics,Tianjin University,Tianjin 300072,China)

机构地区：[1]天津大学管理与经济学部,天津300072

出　　处：《管理工程学报》2023年第3期60-68,共9页Journal of Industrial Engineering and Engineering Management

基　　金：国家自然科学基金资助项目(71971152)。

摘　　要：近年来,越来越多的品牌商采取“网红带货”这一商业模式。品牌商聘请网红在直播平台宣传销售产品。本文研究了网红选品能力和市场中冲动消费者比例对品牌商利润的影响。本文得到如下管理启发:如果品牌商与选品能力不强的网红达成合作,那么冲动消费者比例较小的市场对品牌商更有利并且市场中的冲动消费者越多,产品价格越低。如果品牌商与选品能力较强的网红达成合作,那么冲动消费者比例较大的市场对品牌商更为有利并且市场中的冲动消费者越多,产品价格越高。Due to the absence of physical evaluation in online shopping,consumers have no idea about the exact value of products.In recent years,the business model of“weblebrity marketing”has been widely introduced by online brands to alleviate consumers′uncertainty about product value.Weblebrities with influence and product selection skills are hired to promote and sell products to consumers in real time on livestreaming platforms.As proven,the collaboration between weblebrities and brands is a success and brings huge benefits.In the pre-sale on November 11,2021,Li Jiaqi and Viya reached a cumulative trading value of RMB 10.653 billion and 8.552 billion,respectively.However,the prosperity of“weblebrity marketing”combines some things to watch out for.Compared with the previous sales model,“weblebrity marketing”is frequently accompanied by a higher return rate.China Consumer News reported an alarming return rate of 40%for some weblebrities.According to a report published by China Consumers Association in 2020,60.5%of respondents who refuse to buy through“weblebrity marketing”were concerned about the quality of products,and 44.1%felt there was an extensive impulse purchase.When selling products,brands are not sure whether their products are of high or low value to consumers.After the production selection of weblebrities,brands enter into a partnership with them and have them convince consumers in the market that the products are of high value.Through observation,there are two types of consumers,namely rational consumers and impulsive consumers.Based on prior information about a product′s value and the weblebrity′s ability to select products,rational consumers perform Bayesian updates to get posterior information about the product and decide whether to buy it or not.Impulse consumers,by contrast,buy into the hype of weblebrities.For each transaction,the weblebrity is rewarded with a commission.After receiving the product,consumers decide whether to return it based on its true value.Where returns occur,the

关 键 词：网红带货 贝叶斯更新 退货政策 产品定价 

分 类 号：F713.32[经济管理—产业经济]