考虑直播流量的生鲜农产品供应链销售模式选择研究  

Research on the Selection of Sales Modes for Fresh Agricultural Products Supply Chains Considering Live-streaming Traffic

作　　者：廖太华 LIAO Taihua(Ningbo University,Ningbo,Zhejiang 315211)

机构地区：[1]宁波大学,浙江宁波315211

出　　处：《物流技术》2025年第2期85-96,共12页Logistics Technology

基　　金：国家自然科学基金项目(72172069);浙江省省属高校基本科研业务费专项资金资助(SJWY2021001)。

摘　　要：随着生鲜农产品直播电商领域竞争加剧,直播零售商从直播平台积极购买公域流量,并将部分公域流量引入自营APP转化为自身的私域流量,以提升销售效果。在此背景下,研究生鲜农产品直播供应链销售模式选择问题,构建由供应商和直播零售商组成的二级生鲜农产品直播供应链,建立直播单渠道(模式SL)、双渠道同价(模式DS)、双渠道异价(模式DD)3种销售模式下的博弈模型,得出了三个模型的均衡决策,并分析主要参数对均衡决策和利润的影响。研究表明,在任意销售模式下,供应商的利润与新鲜度和主播个人特性敏感度成正比。无论直播零售商选择何种销售模式,生鲜农产品新鲜度越高,直播零售商利润越大。在模式DD中,直播零售商在自营APP渠道的定价低于直播渠道的定价。通过对三种模式下直播零售商利润的比较,得出了直播零售商的销售模式选择条件,并通过数值示例说明直播零售商销售模式选择条件的应用。该研究不仅丰富了直播电商供应链管理的理论研究,还为生鲜农产品电商企业提供了具有实践价值的决策指导,对推动直播电商行业的创新与发展具有重要意义。As competition intensifies in the live-streaming e-commerce sector for fresh agricultural products,live-streaming retailers actively purchase public traffic from live-streaming platforms and redirect it partially to self-operated APPs,that is,converting public traffic into private traffic.In this context,the selection of sales modes for fresh agricultural products by live-streaming retailers is investigated from the supply chain perspective.A two-tier live-streaming supply chain for fresh agricultural products composed of the product suppliers and live-streaming re-tailers is constructed and a game model is established under three different retail models,that is,the single-chan-nel of live streaming model(Model SL),dual-channel with same-price model(Model DS),and dual-channel with differentiated-price model(Model DD).The equilibrium decisions of the three models are derived,and the impact of key parameters on the equilibrium decisions and profits is analyzed.The study shows in any of the sales models,the supplier's profits are positively correlate with the freshness of the products and the sensitivity of the live-stream-ers'personal characteristics.Regardless of the sales mode selected by the retailer,the greater the freshness of the products,the higher the profit of the live-streaming retailer.In model DD,the price set by the live-streaming retail-er in the self-operated APP channel is lower than that in the live-streaming channel.In addition,by comparing the profits of retailers under the three models,the conditions for choosing the sales models are derived and numerical examples are provided to illustrate the application of those conditions for live-streaming retailers'sales model selec-tion.This research not only enriches the theoretical study of live-streaming e-commerce supply chain management but also provides practical decision-making guidance for fresh agricultural product e-commerce,which has signifi-cant implications for promoting innovation and development in the live-streaming e-commerce industry.

关 键 词：生鲜农产品 公域流量 私域流量 销售模式选择 直播供应链 

分 类 号：F724.6[经济管理—产业经济] F326.6