基于流量博弈的直播供应链合同选择策略  

Research on Live Supply Chain Contract Selection Strategy Based on Traffic Game

作　　者：刘凤致 徐春秋 LIU Feng-zhi;XU Chun-qiu(Nankai University,College of Economic and Social Development,Tianjin 300071,China;Nankai University,College of Tourism and Service Management,Tianjin 300071,China)

机构地区：[1]南开大学经济与社会发展研究院,天津300071 [2]南开大学旅游与服务学院,天津300071

出　　处：《商业研究》2023年第4期143-152,共10页Commercial Research

基　　金：国家自然科学基金项目“融合碳交易和消费者偏好的双渠道制造商运营决策与供应链协调”,项目编号:71702172;教育部人文社科项目“基于消费者低碳偏好细分的企业运营优化与供应链协调策略”,项目编号:17YJC630183。

摘　　要：直播市场的快速发展吸引了越来越多的企业进入,但与主播合作通过直播销售产品的企业并不总是成功的。合同选择不当会直接损害品牌商的经营利润。为研究直播供应链中品牌商与主播的合同选择问题,本文构建了一个由品牌商、线下(线上)零售商和主播组成的供应链系统,基于不同的流量博弈环境建立不同合同模式下的Stackelberg模型。研究发现:品牌商与主播的选择往往是相矛盾的,当服务费加佣金合同中的提成较高时,品牌商选择纯佣金合同,而主播选择服务费加佣金的合同;运营私域流量后,品牌商和主播的利润随粉丝转化率的增强而增加,且粉丝转化率的强弱改变了合同选择的区间;网络外部性和跨渠道溢出效应会影响到双方之间提成的设置,进而影响合同的选择,且品牌商和零售商的利润与网络外部性呈正相关关系。The rapid growth of the live streaming market has attracted more and more companies to enter,but those who cooperate with anchors to sell their products through live streaming are not always successful.Incorrect contract selection can directly harm the operating profit of a company.To study the contract selection problem between brand owners and anchors in the live streaming supply chain,this paper constructs a supply chain system consisting of a brand owner,an offline(online)retailer and an anchor.And Stackelberg models under different contract models based on different traffic game environments are established.By analyzing the equilibrium solution,it is found that:(1)when the commission in the service fee plus commission mode is high,the brand chooses the pure commission mode,while the anchor chooses the service fee plus commission cooperation mode.The choice of the brand and the anchor is often contradictory.(2)After operating private domain traffic,the profits of the brand and the anchor increase with the enhancement of fan conversion rate,and the strength of fan conversion rate changes the range of cooperation mode selection.(3)Network externalities and cross channel spillover effects will affect the commission setting between the two sides,and then affect the choice of cooperation mode.Moreover,the brand’s and the retailer’s profits are positively correlated with network externalities.

关 键 词：直播供应链 合同选择 网络外部性 流量博弈 粉丝转化率 

分 类 号：F272[经济管理—企业管理]