考虑顾客退货行为的制造商直播营销策略选择研究  

A Study on the Selection of Live Marketing Strategies for Manufacturers Considering Customer Return Behavior

作　　者：邵霞 文松 Shao Xia;Wen Song(School of Public Administration,Huazhong University of Science and Technology,Wuhan 430074,China)

机构地区：[1]华中科技大学公共管理学院,湖北武汉430074

出　　处：《科技创业月刊》2024年第9期153-159,共7页Journal of Entrepreneurship in Science & Technology

摘　　要：企业引入电商直播对产品进行营销成为消费市场的新趋势,但采取何种直播营销策略成为企业面临的问题。考虑网红直播与自主直播两种模式的区别以及电商直播退货率高的特点,构建制造商、平台主播和顾客的博弈模型,分析制造商引入直播营销的最佳策略。研究发现:(1)顾客价值感知和顾客附加价值对于制造商最优定价产生正向影响,退货概率和单位退货成本对于制造商最优定价产生负向影响。(2)佣金比例对制造商利润产生负向影响。制造商利润是关于顾客附加价值的凸函数,附加价值先对制造商利润产生负向影响,然后对制造商利润产生正向影响。退货概率对于制造商利润的影响呈现正负交替性。(3)分别考虑产品定价和制造商利润,当单位退货成本低于特定值时,自主直播定价低于网红直播定价,自主直播的制造商利润高于网红直播的制造商利润。在理论分析的基础上,数值模拟进一步验证了上述结论。研究丰富了电商直播领域的相关成果,并为企业制定直播营销策略提供了指导建议。The introduction of e-commerce live streaming by enterprises to market their products has become a new trend in the consumer market,but what kind of live streaming marketing strategy to adopt has become a problem for enterprises.Considering the difference between the two modes of Netflix live broadcasting and independent live broadcasting and the high return rate of e-commerce live broadcasting,we constructed a game model of manufacturers,platform anchors and customers to analyze the optimal strategy for manufacturers to introduce live broadcasting marketing.It is found that:①Customer value perception and customer added value have a positive impact on manufacturer’s optimal pricing,and return probability and and unit return cost have a negative impact on manufacturer’s optimal pricing;②Commission ratio has a negative impact on manufacturer’s profit.The manufacturer’s profit is a convex function of the customer’s added value,and the added value first has a negative effect on the manufacturer’s profit,and then has a positive effect on the manufacturer’s profit.The effect of return probability on manufacturer’s profit shows positive and negative alternation;③Considering product pricing and manufacturer’s profit separately,when the unit return cost is lower than a specific value,autonomous live pricing is lower than Netflix live pricing,and manufacturer’s profit of autonomous live streaming is higher than manufacturer’s profit of Netflix live streaming.On the basis of the theoretical analysis,numerical simulation further verifies the above conclusions.This paper enriches the related research in the field of e-commerce live streaming and provides guiding suggestions for enterprises to formulate live streaming marketing strategies.

关 键 词：直播营销 退货行为 制造商 网红直播 自主直播 博弈模型 

分 类 号：C931[经济管理—管理学]