直播渠道引入下多渠道供应链定价策略研究被引量：3

Research on Pricing Strategy of Multi-Channel Supply Chain Based on the Introduction of the Live Streaming Channel

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摘要文章针对由单个制造商和单个零售商组成的销售系统,构建了制造商不引入直播渠道、引入店铺播渠道和引入达人播渠道的三个决策模型,运用博弈论方法探讨了制造商的直播渠道引入策略,以及直播渠道引入时多渠道供应链的定价策略.研究表明:引入直播渠道有利于制造商收益的增加;制造商引入直播渠道后,直销渠道中产品的价格和销量减小,线下零售渠道中产品的价格减小,而销量增加.进一步分析直播渠道类型对直播策略的影响可得,当店铺播渠道的单位成本较低(高)时,引入店铺播(达人播)渠道有利于直播渠道采取“低价”策略;当店铺播渠道的单位成本较低且达人主播的专业能力较弱时,引入店铺播渠道有利于直播渠道采取市场“渗透”策略,其余条件下,引入达人播渠道有利于直播渠道采取市场“渗透”策略.研究还发现,直播渠道中产品的价格不一定更便宜. For the sales system composed of a manufacturer and a retailer,this paper constructs three decision models that the manufacturer does not introduce the live streaming channel,the manufacturer introduces the store live streaming channel and introduces the anchor live streaming channel,and uses the game theory method to explore the introduction strategy of the manufacturer's live streaming channel and the pricing strategy of multi-channel supply chain under the introduction of the live streaming channel.The results show that after the introduction of the live streaming channel,the manufacturer's revenue increase,the price and sales in the direct sales channel decrease,and the price decreases while the sales increase in the offline retail channel.When the cost of the store live streaming channel is low(high),the introduction of the store(anchor)live streaming channel is conducive to the“low price”strategy of the live streaming channel.When the cost of the store live streaming channel is low and the professional capability of the anchor is weak,the introduction of the store live streaming channel is conducive to the market“penetration”strategy of the live streaming channel,under other conditions,the introduction of the anchor live streaming channel is conducive to the market“penetration”strategy of the live streaming channel.Finally,the price is not necessarily cheap in the live streaming channel.

作者张雷赵宇段玉兰 ZHANG Lei;ZHAO Yu;DUAN Yulan(School of Management,Zhejiang University of Finance and Economics,Hangzhou 310018)

机构地区浙江财经大学管理学院

出处《系统科学与数学》 CSCD 北大核心 2024年第10期2973-2993,共21页 Journal of Systems Science and Mathematical Sciences

基金国家社科基金(23BJY006) 浙江省“省属高校基本科研业务费改革试点”专项一般项目(24NDJC314YBMS) 浙江省教育厅一般科研项目(Y202250039)资助课题。

关键词店铺播成本主播专业能力多渠道渠道引入博弈论 Cost in the store live streaming channel professional capability of the anchor multi-channel channel introduction game theory

分类号 F274 [经济管理—企业管理] F724.6 [经济管理—产业经济]

作者简介通信作者:段玉兰,Email:duanyulan@zufe.edu.cn.