考虑溢出效应的零售商内容营销策略研究

Research on Retailers’ Content Marketing Strategy Considering Spillover Effects

摘要: 本文聚焦构建零售商双渠道博弈模型，系统研究纯内容、直播、混合内容三种策略下的均衡决策问题。研究发现：当开设直播间的固定成本较高时，零售商应选择纯内容策略；固定成本较低且内容溢出强度较小时，纯直播策略更具优势；固定成本较低且内容溢出强度较高时，混合内容策略能实现双渠道协同增效。消费者观看直播的时间成本上升会抑制直播渠道效能，而直播渠道接受度的提升能显著赋能直播策略从而提高零售商利润；内容溢出强度对混合内容策略下的传统渠道定价与内容努力水平呈非线性影响，当溢出强度较小时，零售商会将有限的运营资源更多向直播渠道倾斜；当溢出强度足够大时，零售商会主动增加传统渠道的内容努力投入，同时提高传统渠道定价。

Abstract: This paper focuses on constructing a dual-channel game model for retailers and systematically investigates the equilibrium decisions under three strategies: content-only, live streaming, and hybrid content. The results show that retailers should adopt the content-only strategy when the fixed cost of launching a live streaming room is high. The live streaming strategy is superior if the fixed cost is low and the content spillover intensity is small. When both the fixed cost is low and the content spillover intensity is sufficiently large, the hybrid content strategy can achieve dual-channel synergy for retailers. An increase in consumers’ time cost of watching live streams will undermine the performance of the live streaming channel, while an improvement in consumer acceptance of the live streaming channel can significantly empower live streaming strategies and thus boost retailer profits. Moreover, content spillover intensity exerts a nonlinear effect on the traditional channel price and content effort investment under the hybrid content strategy. Specifically, when the spillover intensity is relatively low, retailers tend to allocate their limited operational resources more toward the live streaming channel. When the spillover intensity becomes sufficiently large, retailers will proactively increase content effort investment in the traditional channel and raise the traditional channel price accordingly.