摘要
在政策、疫情等多重因素作用下,电商直播营销迎来爆发式发展,如何选择合适的营销策略成为困扰着大多数企业的难题.文章研究了一个由单一制造商、单一零售商和单一达人主播组成的双渠道供应链,构建了分别考虑传统营销策略和直播营销策略的博弈模型,探讨博弈均衡的性质以及渠道成员的营销策略偏好.结果表明:1)达人主播引流能力的增强将导致两个渠道的零售价格同时提高,而提升达人主播的社会责任水平有利于增强直播渠道产品的相对价格优势.2)当消费者对直播营销的敏感程度较大或者达人主播的引流能力较高时,直播营销策略能够改善制造商利润;否则,制造商将会选择传统营销策略.而零售商偏好于传统营销策略.这一结论在达人主播主导的情形下仍具有鲁棒性.3)直播营销的溢出效应能够改善渠道冲突,缓解直播营销对零售商的不利影响.具体而言,当达人主播的社会责任水平和直播营销的溢出效应系数都较高时,制造商和零售商都将偏好于直播营销策略.
E-commerce live broadcast marketing ushers in an explosive development due to multiple factors such as policies and COVID-19,and how to choose a suitable marketing strategy has become a problem that plagues most companies.Considering a dual-channel supply chain consisting of a single manufacturer,a single retailer and a single influencer,this paper establishes two game models that consider TM strategy(traditional marketing strategy)and IM strategy(influencer marketing strategy)respectively,and explores the properties of the game equilibrium and the marketing strategy preferences of the channel members.The results show that:1)The increased ability of the influencer to attract traffic will lead to higher retail prices in both channels at the same time.However,the improvement of the CSR level of the influencer is conducive to enhancing the relative price advantage of products in live broadcast channel.2)IM strategy will improve the manufacturer's profit when consumers are more sensitive to influencer marketing or when the ability of the influencer to attract traffic is high,otherwise,the manufacturer will choose TM strategy.However,the retailer always prefers TM strategy.This finding is still robust in the situation that the infuencer dominates.3)The spillover effect of infuencer marketing can alleviate the adverse effects of infuencer marketing on the retailer by ameliorating channel conflicts.Specifically,both the manufacturer and retailer will prefer IM strategy when the CSR level of the infuencer and the spillover effect coefficient of infuencer marketing are high.
作者
林志炳
李钰雯
陈莫凡
LIN Zhibing;LI Yuwen;CHEN Mofan(School of Economics and Management,FuzhouUniversity,Fuzhou 350116)
出处
《系统科学与数学》
CSCD
北大核心
2023年第10期2615-2629,共15页
Journal of Systems Science and Mathematical Sciences
基金
国家社会科学基金项目(18BGL106)
福建省社科基金重点项目(FJ2022A007)资助课题。
关键词
电商直播
营销策略
溢出效应
双渠道供应链
E-commerce live broadcast
marketing strategy
spillover effect
dualchannel supply chain
作者简介
通信作者:李钰雯,Email:210710007@fzu.edu.cn.
