直播电商背景下线上商家与主播的合作模式及定价策略研究

Research on Different Cooperation Modes and Pricing Strategies for Online Seller in Live-Streaming Market

摘要: 在直播电商迅猛发展的背景下，线上商家如何与主播进行合作、并制定合理的定价策略成为亟待研究的问题。为此，本文构建了固定佣金、灵活佣金两种合作模式下的决策模型，旨在揭示不同合作模式下商家与主播的最优决策与收益。研究结果表明：商家的最终收益受到坑位费、佣金比例、需求敏感系数等多重因素的综合影响。固定佣金模式下，商家收益相对稳定但可能因高坑位费而压缩利润空间；灵活佣金模式则通过风险共担机制促进了销量增长，但要求产品利润空间能够支持较高的佣金比例。因此，商家在选择合作模式时，需综合各项因素，以制定最优的定价策略和合作方案。

Abstract: In the context of the rapid development of live streaming e-commerce, how online sellers can collaborate with streamers and formulate reasonable pricing strategies has become a pressing issue that needs to be studied. Therefore, this paper has constructed decision-making models under two cooperation modes: fixed commission and flexible commission, aiming to reveal the optimal decisions and profits of merchants and hosts under different cooperation modes. The research findings underscore the online seller’s ultimate revenue is contingent upon a multitude of factors, including pit fees, commission rates, and demand sensitivity coefficients. Under the fixed-commission model, the merchant’s revenue remains relatively stable; however, it may experience compression in profit margins due to high pit fees. In contrast, the flexible-commission model fosters sales volume growth through a risk-sharing mechanism, albeit it requires the product’s profit margins to be sufficient to support higher commission rates. Consequently, when electing a cooperation mode, sellers must meticulously weigh these variables to devise optimal pricing strategies and collaborative frameworks.