考虑主播影响力的直播供应链定价及流量获取决策研究  

Research on Decision-Making of Pricing and Obtaining Traffic in Live Supply Chain Considering the Influence of the Streamer

作　　者：秦娟娟[1] 刘聪贤 王亚楠 夏良杰[1] QIN Juanjuan;LIU Congxian;WANG Yanan;XIA Liangjie(Tianjin University of Finance and Economics,Tianjin,China)

机构地区：[1]天津财经大学商学院

出　　处：《管理学报》2025年第1期178-187,共10页Chinese Journal of Management

基　　金：国家自然科学基金资助项目(71972141,71972142)。

摘　　要：结合主播的影响力,探讨自己运营、平台购买、自己运营+平台购买混合3种流量获取方式,构建基于Stackelberg的主从博弈,分析流量获取方式的差异对直播供应链主体供应商、主播和平台的定价及流量决策的影响,并探讨主播影响力等参数对各主体决策及利润的影响。研究发现:①3种流量获取方式可以获得同样的最优销售量,但混合模式下产品定价较高,供应商利润最大;②销售价格弹性比较大的产品时,主播选择混合流量获取方式能获得更高利润;③供应商利润与主播影响力呈正相关关系,主播的利润与主播影响力呈倒U形关系,平台利润与主播影响力的关系因主播所选择的流量渠道不同而变化。Based on the influence of the streamer,this paper discusses three methods of traffic acquisition:self-operation,platform purchase and hybrid,and constructs a Stackelberg master-slave game.This paper analyses the impact of different traffic acquisition modes on the pricing and traffic decision-making of the main suppliers,streamers and platforms in the live supply chain.The study also explores the impact of streamer influence and other parameters on the decision-making and profits of each entity.The result finds that:①The three traffic acquisition methods can achieve the same optimal sales volume.However,in the mixed mode,the product can get higher price,and the profit of the supplier is maximum.②If the product price elasticity is greater,the streamers choose mixed traffic acquisition mode to sell such products can gain higher profits.③The supplier’s profit is positively correlated with the streamer’s influence,while the relationship between the profit of the streamer and the influence is an inverted U-shaped.The relationship between the platform profit and streamer influence changes depending on the traffic channel chosen by the streamer.

关 键 词：流量获取渠道 直播电商 供应链 数字经济 

分 类 号：C93[经济管理—管理学]