考虑主播特征的直播带货双渠道供应链定价与协调  

Pricing and coordination of live e-commerce dual-channel supply chain considering the characteristics of anchors

作　　者：熊浩[1] 陈锦怡 鄢慧丽[2] 郭昊颖 XIONG Hao;CHEN Jinyi;YAN Huii;GUO Haoying(Management School,Hainan University,Haikou 570228,China;Tourism School,Hainan University,Haikou 570228,China)

机构地区：[1]海南大学管理学院,海南海口570228 [2]海南大学旅游学院,海南海口570228

出　　处：《管理工程学报》2023年第4期188-195,共8页Journal of Industrial Engineering and Engineering Management

基　　金：国家自然科学基金资助项目(71761009、72061010);海南省研究生创新科研课题资助项目(Hys2020-47)。

摘　　要：随着直播带货的快速发展,直播带货销售渠道与传统网络零售渠道形成了一定的竞争关系。本文对直播带货双渠道供应链定价与协调问题展开了研究。首先,本文构建了基于主播特征(主播流量效应和主播展示效应)的需求函数,引入基本酬劳系数和佣金率系数构建了利润函数;其次,构建了Stackelberg博弈模型,分析直播带货定价策略;最后,进行算例分析予以验证。本文得出了定价策略中的一些重要结论:(1)均衡直播价格与主播流量效应和主播展示效应都成正相关,在直播间购买商品并不一定更便宜;(2)主播流量效应与主播展示效应正相关;(3)合理的收益共享契约对主播具有一定的激励作用。本文的研究对传统零售企业和主播的直播带货决策具有重要的参考意义。ed from the practice of the live e-commerce mode of“service charge+commission.”The basic reward of the anchor is primarily dependent on the“anchor flow effect,”and the commission is dependent on the“anchor display effect,”equal to the production of commission rate and the sales related to the anchor′s display effect.Secondly,the demand function,profit function,and Stackelberg game model are constructed based on the“anchor flow effect”and“anchor display effect.”The demand function of the live e-commerce channel is mainly composed of the“anchor flow effect”and the“anchor display effect,”while the demand function of the traditional online sales channel is cross influenced by the“anchor flow effect”of live e-commerce channels.Based on the different demand functions,the profit functions of supply chain members are presented.Based on these profit functions,the Stackelberg game model is constructed,in which the traditional online retailer is the leader,and the anchor is the follower.Through the Stackelberg game model,the relationship between live e-commerce pricing and anchor characteristics is analyzed,as well as the relationship between the anchor flow effect and anchor display effect.Finally,numerical experiments are executed to demonstrate the results derived from the Stackelberg game model.The results of the numerical experiments not only verify the relationship between anchor flow effect and anchor display effect but also the relationship between anchor characteristics and live e-commerce pricing.In addition,a numerical experiment is constructed to illustrate the impact of the commission rate and the basic reward coefficient on the profits of manufacturers and anchors.The above analysis concludes three important results:(1)A balanced live e-commerce price is positively dependent on both the anchor flow effect and the anchor display effect.This conclusion shows that live e-commerce price is influenced by anchor flow effect and anchor display effect,and it is not always lower than t

关 键 词：直播带货 双渠道 定价策略 主播流量效应 主播展示效应 

分 类 号：F274[经济管理—企业管理]