考虑平台努力的制造商直播模式选择研究

Research on Manufacturer’ s Decision on Live-Streaming Mode Considering Platform Efforts

摘要: 本文基于直播电商的发展背景，研究了制造商在双渠道供应链中面对不同销售模式与直播模式时的最优决策问题。构建了包含代理与转售两种销售模式以及网红直播与店铺自播两种直播形式的四种情景，分析了平台佣金率、网红佣金率及渠道竞争强度对价格、努力水平和各方利润的影响。研究结果表明：(1) 在代理模式下，平台与网红努力水平存在替代效应，适度的佣金能促进平台推广，但过高的佣金会抑制网红激励；(2) 在转售模式下，制造商可通过批发价调节应对佣金上升，平台利润呈现先升后降趋势，存在最优佣金区间；(3) 网红佣金较高时制造商倾向采用网红直播，而在平台佣金较高或高竞争环境下更偏好店铺自播。

Abstract: Based on the development background of live-streaming e-commerce, this paper studies the optimal decision-making problem for manufacturers in a dual-channel supply chain when facing different sales models and live-streaming modes. Four scenarios are constructed, including two sales models (agency and resale) and two live-streaming forms (influencer live-streaming and store self-streaming), analyzing the effects of platform commission rates, influencer commission rates, and channel competition intensity on prices, effort levels, and profits of all parties. The results show that: (1) under the agency model, there is a substitutive effect between platform and influencer effort levels; moderate commissions can promote platform promotion, but excessively high commissions can suppress influencer incentives; (2) under the resale model, manufacturers can adjust wholesale prices to cope with rising commissions, with platform profits showing a rise-then-fall trend, indicating the existence of an optimal commission range; (3) when influencer commissions are high, manufacturers tend to adopt influencer live-streaming, whereas under high platform commissions or highly competitive environments, they prefer store self-broadcasting.