考虑平台营销服务努力的网红团队直播供应链决策  

Live-Streaming Supply Chain Decisions of Influencer Team Based on Platform Marketing Services Effort

作　　者：贾叶倩 张科静[1] 

机构地区：[1]东华大学旭日工商管理学院,上海

出　　处：《现代管理》2025年第2期30-40,共11页Modern Management

摘　　要：研究一个网红团队和一个平台组成的直播电商供应链决策问题。考虑网红团队与平台签约合作情形下,单一直播渠道和双渠道NASH博弈下供应链成员的最优均衡策略,随后运用成本分担策略对供应链进行协调,探讨平台的营销服务努力对网红团队品牌商誉及其利润的影响。研究发现,主播影响力、直播渠道需求比例正向作用于网红团队、平台的最优策略,能够直观地反映网红团队的发展潜力,且平台为网红团队分担营销努力成本,能够提高网红团队的营销努力水平和总利润,实现整体供应链的帕累托改进。This study investigates the decision-making problem in a live-streaming e-commerce supply chain consisting of an influencer team and a platform. It explores the optimal equilibrium strategies for supply chain members in both single and dual-channel Nash game settings, considering the collaboration between the influencer team and the platform. Using a cost-sharing strategy to coordinate the supply chain, this study examines the impact of the platform’s marketing efforts on the brand reputation and profits of the influencer team. Research has found that the influence of anchors and the proportion of demand for live streaming channels have a positive impact on the optimal strategies of influencer team and platforms, which can intuitively reflect the development potential of internet celebrity teams, and sharing marketing costs with the influencer team can enhance the marketing efforts of the influencer team and total profits, resulting in a Pareto improvement.

关 键 词：直播带货 微分博弈 供应链管理 网红团队 成本分担 

分 类 号：F27[经济管理—企业管理]