考虑消费者渠道价格公平关切和溢出效应的制造商直播渠道引入策略研究

A Study of Manufacturers’ Live Channel Introduction Strategies Considering Consumer Channel Price Fairness Concerns and Spillover Effects

摘要: 随着直播电商行业的蓬勃发展以及消费者公平意识的提升，同时考虑到溢出效应对制造商引入策略的影响，构建了由制造商与主播组成的直播电商供应链决策模型，分析存在溢出效应时制造商在无消费者公平关切与存在消费者公平关切下的均衡决策，探讨了制造商直播渠道的引入决策与定价决策。研究表明：直销价格、直播价格、制造商利润均随着溢出效应的增大而增大、随着主播佣金的增加而减小，而主播利润与溢出效应和佣金均呈正相关；当溢出效应大于某一临界值或主播佣金小于某一临界值时，制造商会选择引入直播渠道同时提高直销价格，消费者公平关切能够降低制造商的引入意愿；制造商引入直播渠道情形下，消费者公平关切的存在能够提高制造商的利润，降低直销价格，提高直播价格。

Abstract: With the booming development of the live e-commerce industry and the enhancement of consumer fairness awareness, and taking into account the impact of spillover effects on manufacturers’ introduction strategies, a live e-commerce supply chain decision-making model consisting of manufacturers and anchors is constructed to analyse the equilibrium decision-making of manufacturers in the absence of consumer fairness concerns and in the presence of consumer fairness concerns when there are spillover effects, and to explore the introduction decision-making and pricing decision-making of manufacturers’ live broadcasting channels. The study shows that: direct selling price, live price, and manufacturer’s profit increase with the increase of spillover effect and decrease with the increase of anchor commission, and anchor profit is positively correlated with spillover effect and commission; when the spillover effect is larger than a certain critical value or the anchor commission is smaller than a certain critical value, the manufacturer chooses to introduce the live channel and increase the price of direct selling at the same time, and the consumer fairness concern can reduce the manufacturer’s willingness to introduce it; in the case of the introduction of the live channel by the manufacturer, the existence of consumer fairness concern can increase the manufacturer’s profit, reduce the price of direct selling, and increase the price of live broadcasting.