摘要
研究了电商直播带货的运作过程.针对由直播平台、电商和带货主播构成的三级供应链系统(PEA),建立了在直播平台推广支持下的PEA三方Stackelberg博弈模型,研究了以自身利润最大为目标的PEA的最优决策与最大利润函数问题.建立了模型进行分析,将定性分析和定量计算结合起来,为包括PEA等主体在网络销售中提供一些最优的理论与实践指导.
The operation process of live delivery of e-commerce was studied.Aiming at the three-level supply chain system(PEA)composed of live broadcasting platform,e-commerce and anchor with goods,a three-party Stackelberg game model of pea with the promotion support of live broadcasting platform was established,and the optimal decision and maximum profit function of pea with the goal of maximizing its own profit were studied.It established a model to analyse,combined qualitative analysis with quantitative calculation,and provided some optimal theoretical and practical guidance for subjects including pea in online sales.
作者
陆媛媛
马梦影
LU Yuan-yuan;MA Meng-ying(School of Mathematics,Jilin Normal University,Siping 136000,China)
出处
《吉林师范大学学报（自然科学版）》
2022年第1期56-64,共9页
Journal of Jilin Normal University:Natural Science Edition
基金
国家自然科学基金项目(71501082)。
作者简介
第一作者:陆媛媛(1978—),女,吉林省四平市人,教授,博士,硕士生导师,研究方向:运筹学、供应链与物流管理.
