考虑网络效应的农产品销售策略研究:本地销售vs直播销售  

Research on Agricultural Product Sales Strategies Considering Network Effects:Local Sales vs.Live Streaming Sales

作　　者：杨洁 王文利[1] 徐春明[2] YANG Jie;WANG Wenli;XU Chunming(School of Economics and Management,Taiyuan University of Science and Technology,Taiyuan,Shanxi,030024;College of Science,Tianjin University of Technology,Tianjin,300384)

机构地区：[1]太原科技大学经济与管理学院,山西太原030024 [2]天津理工大学理学院,天津300384

出　　处：《管理现代化》2025年第1期130-138,共9页Modernization of Management

基　　金：国家自然科学基金项目“重大突发事件下供应链金融风险传导机理及防控策略研究”(72171162);教育部人文社科项目“区块链溯源下考虑互惠偏好的供应链决策与协调机制研究”(23YJA630105),教育部人文社科项目“平台助农视角下考虑流量要素的直播供应链决策与协调机制研究”(24YJC630265)。

摘　　要：基于数商兴农背景,考虑直播销售的网络效应及其对农产品估值的影响,分别构建农产品本地线下销售与直播销售的定价模型,分析农产品销售策略,其中根据权力结构的不同,考虑“散户-主播”模式和“农民合作社-主播”两种直播销售模式。研究结果表明:(1)就农户的销售策略而言,直播销售中消费者对农产品估值较低时,本地线下销售模式是农户的最优策略;估值中等且网络效应较低时,“农民合作社-主播”为农户最佳选择。(2)基于主播视角,拥有定价权的“散户-主播”模式是最优选择。(3)基于消费者剩余视角,直播销售对生鲜农产品估值提升较高且直播销售的网络效应较高时,直播购买农产品对消费者更有利。研究结果为农户销售农产品时的销售模式和销售方式选择提供理论指导。Based on the background of promoting agriculture through digital commerce,pricing models for local offline sales and live streaming sales of agricultural products were constructed,and agricultural product sales strategies were analyzed considering the network effect of live streaming sales and its impact on the valuation of agricultural products.Two live streaming sales models were considered based on different power structures:the"farmer-anchor"model and the"farmer cooperative-anchor"model.The results indicate that:(1)In terms of farmers'sales strategies,when consumers have a low valuation of agricultural products in live streaming sales,the local offline sales model is the optimal strategy for farmers.Conversely,if consumers have a moderate valuation of agricultural products sold through live streaming and network effect is low,"farmer cooperatives-anchor"model is the best choice for farmers.(2)From the perspective of the anchor,the"farmer-anchor"model is the optimal choice.(3)From the perspective of consumer surplus,live streaming is more beneficial for consumers when it significantly increases the valuation of fresh agricultural products and the network effect of live streaming sales is high.The research results will provide theoretical guidance for farmers on the selection of sales models and the methods of conducting live streaming sales when selling agricultural products.

关 键 词：农产品供应链 直播营销 销售策略 网络效应 权力结构 

分 类 号：F272[经济管理—企业管理]