考虑稀缺效应和消费者类型的制造商直播销售策略研究  

Manufacturer′s livestreaming strategy considering scarcity effect and consumer segmentation

作　　者：蔡守杰 李四杰[1] 郑斌 CAI Shoujie;LI Sijie;ZHENG Bin(School of Economics and Management,Southeast University,Nanjing 211189,China)

机构地区：[1]东南大学经济管理学院,江苏南京211189

出　　处：《管理工程学报》2023年第4期222-232,共11页Journal of Industrial Engineering and Engineering Management

基　　金：国家自然科学基金资助项目(71871058、72271054)。

摘　　要：视频直播正成为电子商务领域的新趋势,日益受到消费者和企业的关注。消费者在直播间购买商品时往往受供应数量、产品信息和主播等因素影响。当直播间内供应数量小于消费者数量时,会存在稀缺效应;存在不同类型的消费者,有的消费者更加关注产品,而有的消费者更加关注主播,不同类型消费者的数量差异在不同直播间也不同。基于稀缺效应和消费者类型,本文提出了收益最大化原则下的不限量(UM)和限量销售(LM)策略,研究了不同销售策略下制造商的最优定价和直播时点决策。进一步把LM策略拓展到不加价原则下的限量销售(LU)策略。研究结果表明:LM和LU策略下制造商可以利用稀缺效应增加收益,LM策略下稀缺效应的作用主要体现在产品价格的提高,LU策略下稀缺效应的作用则体现在需求量的增加。当直播间内关注产品的消费者人数较多时,应该在直播间内销售高价值产品,当直播间内只关注主播的消费者人数较多时,应该在直播间内销售低价值产品。在直播间售卖价格稳定型商品时,如化妆品、零食或其他日用品等,应采用LU策略;在直播间售卖价格不稳定型商品时,如手工艺品或奢侈品等,应采用LM策略。In recent years,livestreaming has become a new trend of e-commerce to attract more consumers,especially under the COVID-19 pandemic.Enterprises are also gradually adopting this social influencer marketing strategy to develop their markets.Since there is information asymmetry in livestreaming,the streamer can affect the scarcity of the product by controlling the supply in considering the number of consumers in the live room,and the consumer′s buying behavior will be affected by this artificial scarcity effect.Besides,consumers are heterogeneous,and their buying behaviors are affected by factors such as the selling price of the product,the valuation of the product and the streamer′s attractiveness.In this paper,we consider a scenario that a manufacturer mainly sells her products through her flagship store,such as JD.com and Tmall.com,and selects a time point to sell her products in a streamer′s live room during the sales period;consumers can freely buy products from these two channels,but each consumer can only buy once.Therefore,consumers exist in both channels,and we call the coexisting consumers“cross consumers”.The earlier the livestreaming time,the more cross consumers in the live room and the fewer the flagship store.Based on the scarcity effect of the product,the manufacturer and streamer have two sales strategies to choose,i.e.,the limited quantity strategy and the unlimited quantity strategy,and then we investigate the manufacturer′s livestreaming strategy in consideration of the scarcity of the product and the heterogeneity of the consumer.First,we study the livestreaming time point and the selling price of the product under the unlimited quantity livestreaming strategy(UM strategy)and limited quantity livestreaming strategy(LM strategy),respectively.We find that the manufacturer should launch livestreaming either at the beginning or at the end of the sales period and obtain the relevant conditions.Second,considering the general scenario where the manufacturer can launch livestreaming througho

关 键 词：视频直播 稀缺效应 消费者细分 直播时机 消费者剩余 

分 类 号：F272[经济管理—企业管理]