考虑网红直播影响力的品牌商动态定价决策研究

Research on Dynamic Pricing Decision of Brands Considering the Influence of Live Streaming

摘要: 随着直播电商的发展，网红主播的影响力在直播电商中发挥着不可忽视的力量，吸引了大量品牌商的关注。品牌商是否开通直播渠道以及如何发挥网红主播的影响力是其实现利益增长的重要问题。本文考虑网红主播的直播影响力，针对直播单一渠道和直播与直销双渠道，考虑每种渠道的“加价”和“佣金”两种模式，分别探究品牌商和网红主播的最优定价策略，并分析网红主播的影响力、直播市场需求比例对品牌商和网红主播均衡决策的影响。研究结果表明：产品的直播价格和网红主播的服务努力程度都将随着时间的推移而达到稳定状态，且取决于网红主播的初始引流量以及稳态网红主播引流量之间的差距；网红主播的影响力较大时，品牌商更愿意降低产品直播价格，进一步激励网红主播的直播服务努力程度，从而实现利润最优。相比于单渠道，“直销 + 直播”双渠道下供应链整体的利润更优，且网红“佣金”模式优于网红“加价”模式，只要网红主播和品牌商之间的佣金比例和坑位费设置合理，双方便可实现“双赢”。

Abstract: With the development of live broadcast e-commerce, the influence of online celebrity anchors has played an important role in live broadcast e-commerce, attracting the attention of a large number of brands. Whether brands open live broadcast channels and how to give full play to the influence of popular webmasters are important issues for their benefit growth. This paper considers the influence of online celebrity anchors on live broadcast, considers the “price increase” and “commission” models of each channel for single live broadcast channel and dual channels of live broadcast and direct sales, explores the optimal pricing strategies of brands and online celebrity anchors respectively, and analyzes the influence of online celebrity anchors and the influence of the proportion of live broadcast market demand on the balanced decision-making of brands and online celebrity anchors. The research results show that both the live broadcast price of the product and the service effort of the popular webmaster will reach a stable state over time, and depend on the difference between the initial traffic volume of the popular webmaster and the traffic volume of the stable popular webmaster; When online celebrity anchors have great influence, brands are more willing to reduce the price of live product, further stimulate the efforts of online celebrity anchors in live service, so as to achieve the optimal profit. Compared with the single channel, the overall profit of the supply chain under the dual channel of “direct sales + live broadcast” is better, and the online celebrity “commission” mode is better than the online celebrity “price increase” mode. As long as the commission ratio and pit fee between the online celebrity anchor and the brand are set reasonably, both parties can achieve a “double-win”.