农产品供应链中直播电商销售模式选择研究

Selection of Live-Streaming E-Commerce Sales Models in the Agricultural Product Supply Chain

摘要: 尽管目前农产品直播电商市场发展如火如荼，但关于主播影响力如何影响销售模式决策的研究还十分有限。本文构建包含代理模式和转售模式的斯塔克尔伯格博弈模型，通过推导、比较以及数值算例分析两种销售模式下的均衡结果，来评估主播地位对供应链成员决策的影响。研究发现，代理模式下的农产品销售价格与主播直播努力水平均低于转售模式。在特定条件下，代理模式可实现供应商与主播的双赢，关键在于供应商需选择影响力适中的主播并建立合理的利润分配机制，代理模式能有效扩大品牌知名度与销售量，使双方获益。研究为农产品供应商在直播合作中依据自身发展阶段、合作模式及主播特性进行科学决策提供了理论依据。

Abstract: Although the live-streaming e-commerce market for agricultural products is currently developing in full swing, researches on how streamers’ influence affects sales model decisions remain quite limited. This paper explores the impact of streamers’ influence on the selection of sales models in the agricultural product live-streaming supply chain by constructing Stackelberg game models under the agency model and the reselling model. The influence of streamers’ status is evaluated by deriving, comparing, and numerical examples to analyze the equilibrium results under the two sales models. The study finds that both the sales price of agricultural products and the streamer’s live-streaming effort level under the agency model are lower than those under the resale model. Under specific conditions, the agency model can achieve a win-win situation for the supplier and the streamer. The key lies in the fact that suppliers need to select streamers with moderate influence and establish a reasonable profit distribution mechanism. The agency model can effectively expand brand awareness and sales volume, benefiting both parties. This paper provides a theoretical basis for agricultural product suppliers to make scientific decisions based on their own development stages, cooperation models, and streamers’ characteristics in live-streaming collaborations.