摘要
为探究直播电商供应链中在考虑溢出效应时的渠道选择与定价策略,构建直播时和直播后两阶段的基准模式、自播模式、网红模式和混合模式4种电商供应链模型,运用最优化理论,探讨渠道间交叉价格弹性系数以及直播渠道对直销渠道溢出程度等参数对渠道均衡价格、制造商最优利润及模式选择的影响。研究结果表明,当溢出程度中等、交叉价格弹性系数不大时,制造商开通自播无意义,应选基准模式;溢出程度强时,网红渠道利润受限于佣金,应选自播模式。交叉弹性大且溢出大时,开通网红渠道,通过流量溢出提高直销渠道价格盈利;溢出小时,选混合模式。制造商直销市场份额较大时不建议开直播渠道,份额小或中等时,应考虑开通自播或网红渠道。
To explore channel selection and pricing strategies in live-streaming e-commerce supply chains considering spillover effects,four e-commerce supply chain models of benchmark,self-broadcasting,influencer and hybrid were constructed in two stages of live-streaming and post-live-streaming,and optimization theory was employed to research the impacts of parameters such as the cross-price elasticity coefficient between channels and the spillover degree from the live-streaming channel to the direct sales channel on channel equilibrium prices,manufacturers′optimal profits,and mode selection.The research shows that when the spillover effect is moderate and cross-price elasticity is low,manufacturers should choose the benchmark mode instead of opening self-broadcasting channels.When spillover is high,self-broadcasting is more profitable than the influencer mode due to high commission costs.High cross-price elasticity with large spillover favors the influencer mode to boost direct sales prices through traffic spillover.The hybrid mode is optimal when spillover is low.Moreover,manufacturers with a large direct sales market should avoid live-streaming channels,and consider launching self-broadcasting or influencer channels only when their direct sales market share is small or medium.
作者
赵环宇
付天宇
ZHAO Huan-yu;FU Tian-yu(Business College,Qingdao University,Qingdao 266061,China)
出处
《青岛大学学报(自然科学版)》
2025年第4期90-100,共11页
Journal of Qingdao University(Natural Science Edition)
基金
教育部人文社科基金(批准号:24YJC630044)资助
山东省自然科学基金(批准号:ZR2024QG040)资助。
关键词
直播电商
渠道选择
多渠道供应链
定价策略
溢出效应
live-streaming e-commerce
channel selection
multi-channel supply chain
pricing strategy
spillover effect
