补贴策略下考虑直播努力的电商直播销售模式选择研究

Selection of E-Commerce Livestreaming Sales Modes under Subsidy Policies with Consideration of Livestreaming Effort

摘要: 为顺应电商直播兴起的时代趋势并助力经济发展，通过补贴激励政策鼓励商家积极参与直播销售，推动传统销售模式与直播渠道的融合，已成为企业渠道战略的重要方向。该论文构建一个包含商家、直播平台与消费者的双渠道销售模型，系统比较了三种销售模式(传统销售、直播销售、两者结合)下，不同补贴对象(补贴商家或补贴平台)对销售策略与利润表现的影响。研究结果表明：在直播渠道运营成本较高的情境下，补贴商家有助于提升其参与积极性，而当平台影响力较强时，补贴平台可实现更优的整体绩效。此外，双渠道模式在一定参数范围内可兼顾销量扩张与利润提升。该论文不仅丰富了直播电商补贴机制的理论研究，也为平台制定差异化补贴策略、商家优化渠道选择提供了有益参考。

Abstract: With the rapid rise of livestreaming in e-commerce, platforms have increasingly adopted subsidy mechanisms to encourage merchants to participate in livestream sales. As an emerging sales model, livestreaming has demonstrated significant consumer market potential both in China and globally. The integration of traditional and livestream channels has become a key issue in firms’ channel strategy decisions. This paper develops a theoretical model involving merchants, livestream platforms, and consumers to compare three sales modes—traditional retailing, pure livestreaming, and dual-channel strategies—under two types of subsidy schemes: platform-to-merchant and platform-to-platform. The analysis shows that subsidizing merchants is more effective in motivating participation when livestreaming incurs high operational costs, while subsidizing the platform yields better system-wide performance when the platform has greater market power and lower commission rates. Moreover, the dual-channel strategy can achieve a balance between profit and market coverage under certain conditions. This study contributes to the literature on e-commerce subsidy mechanisms and provides practical implications for platform subsidy design and merchant channel decisions.